Soft Drinks in Italy

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

• Soft drinks sees modest growth amidst health trends, channel shifts, and price rises

KEY DATA FINDINGS

INDUSTRY PERFORMANCE

• Mixed fortunes, with health trends and competition reshaping soft drinks
• Demand for reduced sugar products surges despite sugar tax postponement
• Functionality and wellness drive innovation in soft drinks, reshaping the dynamics

WHAT NEXT?

• Energy drinks and functional bottled water to drive modest growth
• Italian sugar tax set to reshape soft drinks, driving a shift to reduced sugar options
• Functionality and premiumisation set to dominate soft drinks trends

COMPETITIVE LANDSCAPE

• San Benedetto leads in volume terms, while Coca-Cola leads value sales
• waterdrop revitalises powder concentrates with dynamic innovation and health focus

CHANNELS

• Supermarkets retains its lead in soft drinks through promotions and product range
• Busy lifestyles fuel rapid growth in vending and retail e-commerce in soft drinks
• "Poveritivo" and price sensitivity: On-trade adapts to challenging economic climate

MARKET DATA

• Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2020-2025
• Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2020-2025
• Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2020-2025
• Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2020-2025
• Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2025
• Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2025
• Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2025
• Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2025
• Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2020-2025
• Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2020-2025
• Table 11 Off-trade Sales of Soft Drinks by Category: Value 2020-2025
• Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2020-2025
• Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2020-2025
• Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2020-2025
• Table 15 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2021-2025
• Table 16 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2022-2025
• Table 17 NBO Company Shares of On-trade Soft Drinks (RTD): % Volume 2021-2025
• Table 18 LBN Brand Shares of On-trade Soft Drinks (RTD): % Volume 2022-2025
• Table 19 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2021-2025
• Table 20 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2022-2025
• Table 21 NBO Company Shares of Off-trade Soft Drinks: % Value 2021-2025
• Table 22 LBN Brand Shares of Off-trade Soft Drinks: % Value 2022-2025
• Table 23 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2020-2025
• Table 24 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2020-2025
• Table 25 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2020-2025
• Table 26 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2025
• Table 27 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2025-2030
• Table 28 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2025-2030
• Table 29 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2025-2030
• Table 30 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2025-2030
• Table 31 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2025-2030
• Table 32 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2025-2030
• Table 33 Forecast Off-trade Sales of Soft Drinks by Category: Value 2025-2030
• Table 34 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2025-2030
• Table 35 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2025-2030
• Table 36 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2025-2030

APPENDIX

• Fountain sales in Italy

Trends

COUNTRY REPORTS DISCLAIMER

SOURCES

• Summary 1 Research Sources

CARBONATES IN ITALY

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Value growth amidst volume stability, driven by health and premiumisation

INDUSTRY PERFORMANCE

• Navigating health trends to achieve value growth despite volume stability
• Reduced sugar variants are reshaping the carbonates landscape

WHAT'S NEXT?

• Sugar tax and out-of-home shift to drive off-trade volume decline
• Authenticity and local sourcing drive to innovation in carbonates
• Carbonates poised for premiumisation as consumer spending recovers

COMPETITIVE LANDSCAPE

• Pricing strategy costs Coca-Cola HBC Italia share in carbonates
• Pepsi Max fuels PepsiCo's strong growth, overcoming previous distribution hurdles

CHANNELS

• Supermarkets solidifies its lead as the strategy of one discounter falters
• Vending leads channel growth in carbonates, driven by on-the-go consumption

CATEGORY DATA

• Table 37 Off-trade vs On-trade Sales of Carbonates: Volume 2020-2025
• Table 38 Off-trade vs On-trade Sales of Carbonates: Value 2020-2025
• Table 39 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2020-2025
• Table 40 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2020-2025
• Table 41 Off-trade Sales of Carbonates by Category: Volume 2020-2025
• Table 42 Off-trade Sales of Carbonates by Category: Value 2020-2025
• Table 43 Off-trade Sales of Carbonates by Category: % Volume Growth 2020-2025
• Table 44 Off-trade Sales of Carbonates by Category: % Value Growth 2020-2025
• Table 45 Total Sales of Carbonates by Fountain On-trade: Volume 2020-2025
• Table 46 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2020-2025
• Table 47 NBO Company Shares of Off-trade Carbonates: % Volume 2021-2025
• Table 48 LBN Brand Shares of Off-trade Carbonates: % Volume 2022-2025
• Table 49 NBO Company Shares of Off-trade Carbonates: % Value 2021-2025
• Table 50 LBN Brand Shares of Off-trade Carbonates: % Value 2022-2025
• Table 51 Forecast Off-trade Sales of Carbonates by Category: Volume 2025-2030
• Table 52 Forecast Off-trade Sales of Carbonates by Category: Value 2025-2030
• Table 53 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2025-2030
• Table 54 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2025-2030
• Table 55 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2025-2030
• Table 56 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2025-2030

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JUICE IN ITALY

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Decline driven by health concerns and rising prices, with nectars performing poorly

INDUSTRY PERFORMANCE

• Price hikes and health concerns drive decline for juice in 2025
• Price and health claims impact key categories

WHAT'S NEXT?

• Continued decline forecast for juice amidst health concerns and competition
• Players expected to prioritise no added sugar and reformulation amidst health trends
• Aiming to capture energy-seeking consumers with functional innovations

COMPETITIVE LANDSCAPE

• Yoga propels Conserve Italia to share growth in juice
• Strategic moves by CoGeDi, Fonti di Vinadio, and San Benedetto reshape juice

CHANNELS

• Strategic offerings and promotions bolster the lead of supermarkets in juice
• Demand for convenience drives dynamic growth for retail e-commerce in juice

CATEGORY DATA

• Table 57 Off-trade Sales of Juice by Category: Volume 2020-2025
• Table 58 Off-trade Sales of Juice by Category: Value 2020-2025
• Table 59 Off-trade Sales of Juice by Category: % Volume Growth 2020-2025
• Table 60 Off-trade Sales of Juice by Category: % Value Growth 2020-2025
• Table 61 NBO Company Shares of Off-trade Juice: % Volume 2021-2025
• Table 62 LBN Brand Shares of Off-trade Juice: % Volume 2022-2025
• Table 63 NBO Company Shares of Off-trade Juice: % Value 2021-2025
• Table 64 LBN Brand Shares of Off-trade Juice: % Value 2022-2025
• Table 65 Forecast Off-trade Sales of Juice by Category: Volume 2025-2030
• Table 66 Forecast Off-trade Sales of Juice by Category: Value 2025-2030
• Table 67 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2025-2030
• Table 68 Forecast Off-trade Sales of Juice by Category: % Value Growth 2025-2030

COUNTRY REPORTS DISCLAIMER

BOTTLED WATER IN ITALY

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Bottled water grows by meeting evolving consumer demands

INDUSTRY PERFORMANCE

• Health, value, and strongly sparkling variants propel sales of bottled water
• Flavoured and functional bottled water drive growth and innovation

WHAT'S NEXT?

• Modest growth forecast amidst maturity and shifting consumer habits
• Emotional resonance and wellness will be important in bottled water marketing
• More sophisticated consumer demand to fuel surge in functional bottled water

COMPETITIVE LANDSCAPE

• Fonti di Vinadio and private label shape the bottled water landscape
• Smaller players see a surge, while Fonti di Vinadio innovates for growth

CHANNELS

• Supermarkets holds ground as discounters gains share in bottled water distribution
• Vending and retail e-commerce see dynamic growth in bottled water distribution

CATEGORY DATA

• Table 69 Off-trade Sales of Bottled Water by Category: Volume 2020-2025
• Table 70 Off-trade Sales of Bottled Water by Category: Value 2020-2025
• Table 71 Off-trade Sales of Bottled Water by Category: % Volume Growth 2020-2025
• Table 72 Off-trade Sales of Bottled Water by Category: % Value Growth 2020-2025
• Table 73 NBO Company Shares of Off-trade Bottled Water: % Volume 2021-2025
• Table 74 LBN Brand Shares of Off-trade Bottled Water: % Volume 2022-2025
• Table 75 NBO Company Shares of Off-trade Bottled Water: % Value 2021-2025
• Table 76 LBN Brand Shares of Off-trade Bottled Water: % Value 2022-2025
• Table 77 Forecast Off-trade Sales of Bottled Water by Category: Volume 2025-2030
• Table 78 Forecast Off-trade Sales of Bottled Water by Category: Value 2025-2030
• Table 79 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2025-2030
• Table 80 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2025-2030

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SPORTS DRINKS IN ITALY

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Premiumisation masks volume decline in sports drinks amidst health concerns

INDUSTRY PERFORMANCE

• Prime Hydration drives value growth while health concerns and competition impact volumes
• Sports drinks manufacturers prepare for sugar tax with zero sugar products

WHAT'S NEXT?

• Value growth to slow as competition intensifies and Prime Hydration's impact fades
• High protein claims likely to emerge to revitalise sports drinks

COMPETITIVE LANDSCAPE

• San Benedetto and Coca-Cola gain share as Gatorade falters
• Prime Hydration's strategic marketing and distribution drive share growth in Italy

CHANNELS

• Supermarkets retains its distribution lead in sports drinks despite shrinking shelf space and volume decline
• Vending and retail e-commerce outperform in a challenging environment

CATEGORY DATA

• Table 81 Off-trade Sales of Sports Drinks: Volume 2020-2025
• Table 82 Off-trade Sales of Sports Drinks: Value 2020-2025
• Table 83 Off-trade Sales of Sports Drinks: % Volume Growth 2020-2025
• Table 84 Off-trade Sales of Sports Drinks: % Value Growth 2020-2025
• Table 85 NBO Company Shares of Off-trade Sports Drinks: % Volume 2021-2025
• Table 86 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2022-2025
• Table 87 NBO Company Shares of Off-trade Sports Drinks: % Value 2021-2025
• Table 88 LBN Brand Shares of Off-trade Sports Drinks: % Value 2022-2025
• Table 89 Forecast Off-trade Sales of Sports Drinks: Volume 2025-2030
• Table 90 Forecast Off-trade Sales of Sports Drinks: Value 2025-2030
• Table 91 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2025-2030
• Table 92 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2025-2030

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ENERGY DRINKS IN ITALY

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Growth in energy drinks driven by innovation and channel expansion

INDUSTRY PERFORMANCE

• Busy lifestyles and innovation drive robust volume growth for energy drinks
• Sales of reduced sugar variants surge, but regular energy drinks remains dominant

WHAT'S NEXT?

• Innovation and lifestyles to drive robust growth in energy drinks
• Future-proofing energy drinks through formula and packaging innovation
• Healthier alternatives like functional bottled water set to challenge energy drinks

COMPETITIVE LANDSCAPE

• Red Bull leads energy drinks with premium strategy, marketing, and innovation
• Monster Energy's portfolio and formats drive gains for Coca-Cola

CHANNELS

• Supermarkets leads with promotions and an extensive product range
• Red Bull drives vending boom as energy drinks matures in other channels

CATEGORY DATA

• Table 93 Off-trade Sales of Energy Drinks: Volume 2020-2025
• Table 94 Off-trade Sales of Energy Drinks: Value 2020-2025
• Table 95 Off-trade Sales of Energy Drinks: % Volume Growth 2020-2025
• Table 96 Off-trade Sales of Energy Drinks: % Value Growth 2020-2025
• Table 97 NBO Company Shares of Off-trade Energy Drinks: % Volume 2021-2025
• Table 98 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2022-2025
• Table 99 NBO Company Shares of Off-trade Energy Drinks: % Value 2021-2025
• Table 100 LBN Brand Shares of Off-trade Energy Drinks: % Value 2022-2025
• Table 101 Forecast Off-trade Sales of Energy Drinks: Volume 2025-2030
• Table 102 Forecast Off-trade Sales of Energy Drinks: Value 2025-2030
• Table 103 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2025-2030
• Table 104 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2025-2030

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CONCENTRATES IN ITALY

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Innovation drives growth for powder concentrates amidst decline for liquid

INDUSTRY PERFORMANCE

• Liquid concentrates face health scrutiny and generational gap
• Innovation fuels growth for powder concentrates

WHAT'S NEXT?

• Divergent fortunes expected for liquid and powder concentrates
• Beyond traditional concentrates, new technologies and competitors set to emerge
• Eco-conscious choices could drive value for concentrates

COMPETITIVE LANDSCAPE

• Ristora leads powder concentrates, while traditional brand Fabbri sees share decline
• waterdrop Microdrink GmbH reshapes the concentrates landscape

CHANNELS

• Planned purchases and new brands fuel lead of supermarkets in concentrates
• Social media and busy lifestyles fuel growth for retail e-commerce in concentrates
• Concentrates conversions
• Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format

CATEGORY DATA

• Table 105 Off-trade Sales of Concentrates (RTD) by Category: Volume 2020-2025
• Table 106 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2020-2025
• Table 107 Off-trade Sales of Concentrates by Category: Value 2020-2025
• Table 108 Off-trade Sales of Concentrates by Category: % Value Growth 2020-2025
• Table 109 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2022-2025
• Table 110 NBO Company Shares of Off-trade Concentrates: % Value 2021-2025
• Table 111 LBN Brand Shares of Off-trade Concentrates: % Value 2022-2025
• Table 112 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2021-2025
• Table 113 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2022-2025
• Table 114 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2021-2025
• Table 115 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2022-2025
• Table 116 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2025-2030
• Table 117 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2025-2030
• Table 118 Forecast Off-trade Sales of Concentrates by Category: Value 2025-2030
• Table 119 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2025-2030

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RTD TEA IN ITALY

KEY DATA FINDINGS

2025 DEVELOPMENTS

• RTD tea faces headwinds due to competition and health trends

INDUSTRY PERFORMANCE

• Competition and health concerns drive decline for RTD tea
• Growth in reduced sugar RTD tea tempered by concerns about artificial sweeteners

WHAT'S NEXT?

• Value growth expected despite volume decline as manufacturer re-engage
• Lipton Ice Tea's "Tea Changes Everything" campaign in the Italian market
• Kombucha poised for growth in the health-conscious Italian market

COMPETITIVE LANDSCAPE

• San Benedetto continues to lead RTD tea while Ferrero prioritises volume over value
• Santhe leads growth in RTD tea with a dynamic clean-label strategy

CHANNELS

• Supermarkets retains its distribution lead, yet suffers from actual sales decline
• Convenience and delivery drive resilience for retail e-commerce in RTD tea

CATEGORY DATA

• Table 120 Off-trade Sales of RTD Tea by Category: Volume 2020-2025
• Table 121 Off-trade Sales of RTD Tea by Category: Value 2020-2025
• Table 122 Off-trade Sales of RTD Tea by Category: % Volume Growth 2020-2025
• Table 123 Off-trade Sales of RTD Tea by Category: % Value Growth 2020-2025
• Table 124 Leading Flavours for Off-trade RTD Tea: % Volume 2020-2025
• Table 125 NBO Company Shares of Off-trade RTD Tea: % Volume 2021-2025
• Table 126 LBN Brand Shares of Off-trade RTD Tea: % Volume 2022-2025
• Table 127 NBO Company Shares of Off-trade RTD Tea: % Value 2021-2025
• Table 128 LBN Brand Shares of Off-trade RTD Tea: % Value 2022-2025
• Table 129 Forecast Off-trade Sales of RTD Tea by Category: Volume 2025-2030
• Table 130 Forecast Off-trade Sales of RTD Tea by Category: Value 2025-2030
• Table 131 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2025-2030
• Table 132 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2025-2030

COUNTRY REPORTS DISCLAIMER

RTD COFFEE IN ITALY

KEY DATA FINDINGS

2025 DEVELOPMENTS

• RTD coffee surges amidst youth demand, despite traditional culture

INDUSTRY PERFORMANCE

• Despite rising prices, RTD coffee surges as young consumers embrace convenience
• Italian coffee culture limits RTD coffee's mainstream appeal despite solid growth

WHAT'S NEXT?

• Sustained growth expected, moderated by channel shift and increasing maturity
• RTD coffee in Italy to embrace energy and functional formulations

COMPETITIVE LANDSCAPE

• Arla Foods maintains its lead with Starbucks through strategic expansion
• RTD coffee attracts new players and formulations amidst dynamic demand

CHANNELS

• Entry of Starbucks in supermarkets fuels share growth for the leading channel
• On-the-go lifestyles fuel strongest growth for convenience stores in RTD coffee

CATEGORY DATA

• Table 133 Off-trade Sales of RTD Coffee: Volume 2020-2025
• Table 134 Off-trade Sales of RTD Coffee: Value 2020-2025
• Table 135 Off-trade Sales of RTD Coffee: % Volume Growth 2020-2025
• Table 136 Off-trade Sales of RTD Coffee: % Value Growth 2020-2025
• Table 137 NBO Company Shares of Off-trade RTD Coffee: % Volume 2021-2025
• Table 138 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2022-2025
• Table 139 NBO Company Shares of Off-trade RTD Coffee: % Value 2021-2025
• Table 140 LBN Brand Shares of Off-trade RTD Coffee: % Value 2022-2025
• Table 141 Forecast Off-trade Sales of RTD Coffee: Volume 2025-2030
• Table 142 Forecast Off-trade Sales of RTD Coffee: Value 2025-2030
• Table 143 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2025-2030
• Table 144 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2025-2030

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