Soft Drinks in Italy
Euromonitor International
December 2020

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY
COVID-19 impact on soft drinks
COVID-19 country impact
Company response
Retailing shift
Foodservice vs retail split
What next for soft drinks?
CHART 1 Soft Drinks Off-Trade Volume Sales Growth Scenarios: 2018-2025
CHART 2 Soft Drinks On-Trade Volume Sales Growth Scenarios: 2018-2025
CHART 3 Soft Drinks Impact of Drivers on Off-Trade Volume Sales: 2017-2025
CHART 4 Soft Drinks Impact of Drivers on On-Trade Volume Sales: 2017-2025
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2015-2020
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2015-2020
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2015-2020
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2015-2020
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2019
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2019
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2019
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2019
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2015-2020
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2015-2020
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2015-2020
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2015-2020
Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2015-2020
Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2015-2020
Table 15 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2016-2020
Table 16 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2017-2020
Table 17 NBO Company Shares of On-trade Soft Drinks (RTD): % Volume 2016-2020
Table 18 LBN Brand Shares of On-trade Soft Drinks (RTD): % Volume 2017-2020
Table 19 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2016-2020
Table 20 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2017-2020
Table 21 NBO Company Shares of Off-trade Soft Drinks: % Value 2016-2020
Table 22 LBN Brand Shares of Off-trade Soft Drinks: % Value 2017-2020
Table 23 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2015-2020
Table 24 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2015-2020
Table 25 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2015-2020
Table 26 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2020
Table 27 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2020-2025
Table 28 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2020-2025
Table 29 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2020-2025
Table 30 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2020-2025
Table 31 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2020-2025
Table 32 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2020-2025
Table 33 Forecast Off-trade Sales of Soft Drinks by Category: Value 2020-2025
Table 34 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2020-2025
Table 35 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2020-2025
Table 36 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2020-2025
APPENDIX
Fountain sales in Italy
Trends
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research Sources
KEY DATA FINDINGS
2020 IMPACT
Foodservice sales of carbonates decline as retail sales increase
Mixers and carbonates generally benefit from rising interest in at-home mixology
Sales of lemonade and orange carbonates fall despite health and wellness launches
RECOVERY AND OPPORTUNITIES
The recovery of on-trade sales of carbonates is expected to emerge in 2023
Economic recession and health and wellness trend to hit sales of carbonates
Premiumisation and the emergence of low/non-sugar launches to drive sales growth
CATEGORY DATA
Table 37 Off-trade vs On-trade Sales of Carbonates: Volume 2015-2020
Table 38 Off-trade vs On-trade Sales of Carbonates: Value 2015-2020
Table 39 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2015-2020
Table 40 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2015-2020
Table 41 Off-trade Sales of Carbonates by Category: Volume 2015-2020
Table 42 Off-trade Sales of Carbonates by Category: Value 2015-2020
Table 43 Off-trade Sales of Carbonates by Category: % Volume Growth 2015-2020
Table 44 Off-trade Sales of Carbonates by Category: % Value Growth 2015-2020
Table 45 Total Sales of Carbonates by Fountain On-trade: Volume 2015-2020
Table 46 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2015-2020
Table 47 Leading Flavours for Non-cola Carbonates: % Volume 2015-2020
Table 48 NBO Company Shares of Off-trade Carbonates: % Volume 2016-2020
Table 49 LBN Brand Shares of Off-trade Carbonates: % Volume 2017-2020
Table 50 NBO Company Shares of Off-trade Carbonates: % Value 2016-2020
Table 51 LBN Brand Shares of Off-trade Carbonates: % Value 2017-2020
Table 52 Forecast Off-trade Sales of Carbonates by Category: Volume 2020-2025
Table 53 Forecast Off-trade Sales of Carbonates by Category: Value 2020-2025
Table 54 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2020-2025
Table 55 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2020-2025
Table 56 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2020-2025
Table 57 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
COVID-19 lockdown and social distancing negatively impact on-trade sales of juice
Concerns over high sugar levels place pressure on demand for juice
Economic recession encourages shift towards fresh fruit alternatives in retail outlets
RECOVERY AND OPPORTUNITIES
Health and wellness and premium launches to drive recovery of sales of juice
Economic recession to hit juice sales in both the retail and foodservice channels
E-commerce to thrive in post-COVID-19 Italy, influencing the distribution of juice
CATEGORY DATA
Table 58 Off-trade Sales of Juice by Category: Volume 2015-2020
Table 59 Off-trade Sales of Juice by Category: Value 2015-2020
Table 60 Off-trade Sales of Juice by Category: % Volume Growth 2015-2020
Table 61 Off-trade Sales of Juice by Category: % Value Growth 2015-2020
Table 62 Leading Flavours for Off-trade 100% Juice: % Volume 2015-2020
Table 63 Leading Flavours for Off-trade Juice Drinks (up to 24% Juice): % Volume 2015-2020
Table 64 Leading Flavours for Off-trade Nectars (25-99% Juice): % Volume 2015-2020
Table 65 NBO Company Shares of Off-trade Juice: % Volume 2016-2020
Table 66 LBN Brand Shares of Off-trade Juice: % Volume 2017-2020
Table 67 NBO Company Shares of Off-trade Juice: % Value 2016-2020
Table 68 LBN Brand Shares of Off-trade Juice: % Value 2017-2020
Table 69 Forecast Off-trade Sales of Juice by Category: Volume 2020-2025
Table 70 Forecast Off-trade Sales of Juice by Category: Value 2020-2025
Table 71 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2020-2025
Table 72 Forecast Off-trade Sales of Juice by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
COVID-19 negatively impacts foodservice sales of bottled water
Stockpiling ensures stable retail sales of bottled water despite impact of COVID-19
Increasing focus on functional bottled water provides hope of strong value growth
RECOVERY AND OPPORTUNITIES
Recovery in foodservice sales of bottled water slated for 2023
E-commerce to become a key channel for bottled water
Shift away from carbonated to still mineral bottled water likely to be seen
CATEGORY DATA
Table 73 Off-trade Sales of Bottled Water by Category: Volume 2015-2020
Table 74 Off-trade Sales of Bottled Water by Category: Value 2015-2020
Table 75 Off-trade Sales of Bottled Water by Category: % Volume Growth 2015-2020
Table 76 Off-trade Sales of Bottled Water by Category: % Value Growth 2015-2020
Table 77 NBO Company Shares of Off-trade Bottled Water: % Volume 2016-2020
Table 78 LBN Brand Shares of Off-trade Bottled Water: % Volume 2017-2020
Table 79 NBO Company Shares of Off-trade Bottled Water: % Value 2016-2020
Table 80 LBN Brand Shares of Off-trade Bottled Water: % Value 2017-2020
Table 81 Forecast Off-trade Sales of Bottled Water by Category: Volume 2020-2025
Table 82 Forecast Off-trade Sales of Bottled Water by Category: Value 2020-2025
Table 83 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2020-2025
Table 84 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
At-home lifestyles and cold weather negatively impact sales of sports drinks
Sports drinks suffer from the competition the category faces from other soft drinks
Pricing Down Strategy by Energade Shapes the 2020 Market
RECOVERY AND OPPORTUNITIES
Retail sales of sports drinks set to begin recovering as early as 2021
Marketing via major sports events set to benefit sales growth from 2021 onwards
Health and wellness sports drinks set to drive growth during the forecast period
CATEGORY DATA
Table 85 Off-trade Sales of Sports Drinks: Volume 2015-2020
Table 86 Off-trade Sales of Sports Drinks: Value 2015-2020
Table 87 Off-trade Sales of Sports Drinks: % Volume Growth 2015-2020
Table 88 Off-trade Sales of Sports Drinks: % Value Growth 2015-2020
Table 89 NBO Company Shares of Off-trade Sports Drinks: % Volume 2016-2020
Table 90 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2017-2020
Table 91 NBO Company Shares of Off-trade Sports Drinks: % Value 2016-2020
Table 92 LBN Brand Shares of Off-trade Sports Drinks: % Value 2017-2020
Table 93 Forecast Off-trade Sales of Sports Drinks: Volume 2020-2025
Table 94 Forecast Off-trade Sales of Sports Drinks: Value 2020-2025
Table 95 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2020-2025
Table 96 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
COVID-19 and cool summer weather negatively impact retail sales of energy drinks
Mandated closure of nightclubs negatively impacts on-trade sales of energy drinks
Growing demand for energy drinks driven largely by reduced sugar variants
RECOVERY AND OPPORTUNITIES
Foodservice sales of energy drinks slated to recover by 2023
Recovery in off-trade energy drinks sales salted for 2021 despite the new sugar tax
Other non-cola carbonates set to present increasing competition to energy drinks
CATEGORY DATA
Table 97 Off-trade Sales of Energy Drinks: Volume 2015-2020
Table 98 Off-trade Sales of Energy Drinks: Value 2015-2020
Table 99 Off-trade Sales of Energy Drinks: % Volume Growth 2015-2020
Table 100 Off-trade Sales of Energy Drinks: % Value Growth 2015-2020
Table 101 NBO Company Shares of Off-trade Energy Drinks: % Volume 2016-2020
Table 102 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2017-2020
Table 103 NBO Company Shares of Off-trade Energy Drinks: % Value 2016-2020
Table 104 LBN Brand Shares of Off-trade Energy Drinks: % Value 2017-2020
Table 105 Forecast Off-trade Sales of Energy Drinks: Volume 2020-2025
Table 106 Forecast Off-trade Sales of Energy Drinks: Value 2020-2025
Table 107 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2020-2025
Table 108 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Powder concentrates remains the largest category as strong growth is recorded
Retail sales of liquid concentrates stagnate despite shift towards at-home lifestyles
Innovation in liquid concentrates focuses mainly on reduced sugar variants
RECOVERY AND OPPORTUNITIES
Liquid concentrates slated for further sales declines
Powder concentrates set to face stronger competition from RTD tea
Powder concentrates expected to continue benefiting from the economic recession
CATEGORY DATA
Concentrates Conversions
Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 109 Off-trade Sales of Concentrates (RTD) by Category: Volume 2015-2020
Table 110 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2015-2020
Table 111 Off-trade Sales of Concentrates by Category: Value 2015-2020
Table 112 Off-trade Sales of Concentrates by Category: % Value Growth 2015-2020
Table 113 Leading Flavours for Off-trade Liquid Concentrates: % Volume 2015-2020
Table 114 Leading Flavours for Off-trade Powder Concentrates: % Volume 2015-2020
Table 115 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2016-2020
Table 116 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2017-2020
Table 117 NBO Company Shares of Off-trade Concentrates: % Value 2016-2020
Table 118 LBN Brand Shares of Off-trade Concentrates: % Value 2017-2020
Table 119 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2016-2020
Table 120 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2017-2020
Table 121 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2016-2020
Table 122 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2017-2020
Table 123 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2020-2025
Table 124 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2020-2025
Table 125 Forecast Off-trade Sales of Concentrates by Category: Value 2020-2025
Table 126 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
RTD tea suffers from effects of lockdown and relatively cool summer weather
Shutdown of the consumer foodservice industry negatively impacts sales of RTD tea
Increasing interest in health and wellness variants results in new trends emerging
RECOVERY AND OPPORTUNITIES
Recovery of foodservice sales of RTD tea to take longer than recovery of retail sales
Innovation in RTD tea set to focus on health and wellness
Flavour innovation and the rise of functional/fortified RTD tea set to be major trends
CATEGORY DATA
Table 127 Off-trade Sales of RTD Tea by Category: Volume 2015-2020
Table 128 Off-trade Sales of RTD Tea by Category: Value 2015-2020
Table 129 Off-trade Sales of RTD Tea by Category: % Volume Growth 2015-2020
Table 130 Off-trade Sales of RTD Tea by Category: % Value Growth 2015-2020
Table 131 Leading Flavours for Off-trade RTD Tea: % Volume 2015-2020
Table 132 NBO Company Shares of Off-trade RTD Tea: % Volume 2016-2020
Table 133 LBN Brand Shares of Off-trade RTD Tea: % Volume 2017-2020
Table 134 NBO Company Shares of Off-trade RTD Tea: % Value 2016-2020
Table 135 LBN Brand Shares of Off-trade RTD Tea: % Value 2017-2020
Table 136 Forecast Off-trade Sales of RTD Tea by Category: Volume 2020-2025
Table 137 Forecast Off-trade Sales of RTD Tea by Category: Value 2020-2025
Table 138 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2020-2025
Table 139 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
RTD coffee struggles to maintain demand as international tourism plummets
Italy's strong hot coffee culture presents obstacles to the development of RTD coffee
Foodservice sales of RTD coffee suffer due to COVID-19 restrictions on trading
RECOVERY AND OPPORTUNITIES
RTD coffee likely to remain vulnerable to sales declines for some time
Investment in RTD coffee to remain an unappealing prospect for soft drink players
Weak distribution networks to continue suppressing growth potential of RTD coffee
CATEGORY DATA
Table 140 Off-trade Sales of RTD Coffee: Volume 2015-2020
Table 141 Off-trade Sales of RTD Coffee: Value 2015-2020
Table 142 Off-trade Sales of RTD Coffee: % Volume Growth 2015-2020
Table 143 Off-trade Sales of RTD Coffee: % Value Growth 2015-2020
Table 144 NBO Company Shares of Off-trade RTD Coffee: % Volume 2016-2020
Table 145 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2017-2020
Table 146 NBO Company Shares of Off-trade RTD Coffee: % Value 2016-2020
Table 147 LBN Brand Shares of Off-trade RTD Coffee: % Value 2017-2020
Table 148 Forecast Off-trade Sales of RTD Coffee: Volume 2020-2025
Table 149 Forecast Off-trade Sales of RTD Coffee: Value 2020-2025
Table 150 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2020-2025
Table 151 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2020-2025