COMPETITIVE LANDSCAPE
Fonti di Vinadio and private label shape the bottled water landscape
Fonti di Vinadio SpA successfully maintained its position as the leading individual player in bottled water in Italy in off-trade volume terms in 2025. This continued strength was largely attributed to the enduring popularity of its flagship brand, Acqua Sant’Anna.
Smaller players see a surge, while Fonti di Vinadio innovates for growth
In 2025, the competitive landscape in bottled water in Italy saw the strongest overall increase in off-trade volume terms from smaller players, collectively grouped as "others." While Acqua & terme Fiuggi Spa recorded the strongest individual company growth, its impact on the broader competitive landscape was limited due to its relatively low starting base.
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Overview:
Understand the latest market trends and future growth opportunities for the Bottled Water industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Bottled Water industry in Italy, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Bottled Water in Italy report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Bottled Water in Italy?
- To what extent are health considerations impacting consumption of Bottled Water in Italy?
- How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
- How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Bottled Water in Italy?
- Which are the leading brands in Bottled Water in Italy?
- What potential exists for multinational or domestic soft drinks companies to expand in Italy?
- How are products distributed in Bottled Water in Italy?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How have home seclusion and social distancing measures following COVID-19 impacted sales of Bottled Water?
- How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
- Where is future growth expected to be most dynamic?
Bottled Water in Italy - Category analysis
KEY DATA FINDINGS
Bottled water grows by meeting evolving consumer demands
Health, value, and strongly sparkling variants propel sales of bottled water
Flavoured and functional bottled water drive growth and innovation
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
Fonti di Vinadio and private label shape the bottled water landscape
Smaller players see a surge, while Fonti di Vinadio innovates for growth
Supermarkets holds ground as discounters gains share in bottled water distribution
Vending and retail e-commerce see dynamic growth in bottled water distribution
Soft Drinks in Italy - Industry Overview
Soft drinks sees modest growth amidst health trends, channel shifts, and price rises
KEY DATA FINDINGS
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
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
San Benedetto leads in volume terms, while Coca-Cola leads value sales
waterdrop revitalises powder concentrates with dynamic innovation and health focus
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
Fountain sales in Italy
Trends
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Bottled Water
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- Carbonated Natural Mineral Bottled Water
- Carbonated Spring Bottled Water
- Carbonated Purified Bottled Water
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- Still Flavoured Bottled Water
- Sparkling Flavoured Bottled Water
- Functional Bottled Water
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- Still Natural Mineral Bottled Water
- Still Spring Bottled Water
- Still Purified Bottled Water
Bottled Water
This category is the aggregation of still bottled water (spring, mineral & purified), carbonated bottled water (spring, mineral & purified), flavoured bottled water and functional bottled water. Bulk bottled water is split out separately. It is defined as packaged drinking water – purified, spring or mineral – that is packaged in a container of 8 litres or larger. The bulk bottled water data types apply to Still Bottled Water and Carbonated Bottled Water but do not apply to functional or flavoured bottled water. Bulk water is classified according to the new Bulk retail volume and Bulk retail value data type regardless of channel of sale: bulk water sold via retail locations and bulk water delivered direct to a consumer’s home is included. Bulk water sold to institutions (offices, schools etc.) remains excluded.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Bottled Water research and analysis database.
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