COMPETITIVE LANDSCAPE
Pricing strategy costs Coca-Cola HBC Italia share in carbonates
Coca-Cola HBC Italia Srl maintained its leadership of off-trade volume sales of carbonates in Italy during 2025. However, the company experienced a marginal decline in its share, primarily attributed to its more aggressive pricing strategy compared to its competitors.
Pepsi Max fuels PepsiCo's strong growth, overcoming previous distribution hurdles
PepsiCo was the most dynamic company within carbonates in Italy in 2025, largely propelled by the exceptional performance of its flagship brand, Pepsi Max. This strong showing marked a significant recovery for the company, whose 2024 results had been impacted by temporary distribution challenges at Carrefour.
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Overview:
Understand the latest market trends and future growth opportunities for the Carbonates 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 Carbonates 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 Carbonates 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 Carbonates in Italy?
- To what extent are health considerations impacting consumption of Carbonates 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 Carbonates in Italy?
- Which are the leading brands in Carbonates in Italy?
- What potential exists for multinational or domestic soft drinks companies to expand in Italy?
- How are products distributed in Carbonates 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 Carbonates?
- 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?
Carbonates in Italy - Category analysis
KEY DATA FINDINGS
Value growth amidst volume stability, driven by health and premiumisation
Navigating health trends to achieve value growth despite volume stability
Reduced sugar variants are reshaping the carbonates landscape
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
Pricing strategy costs Coca-Cola HBC Italia share in carbonates
Pepsi Max fuels PepsiCo's strong growth, overcoming previous distribution hurdles
Supermarkets solidifies its lead as the strategy of one discounter falters
Vending leads channel growth in carbonates, driven by on-the-go consumption
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:
Carbonates
- Regular Carbonates
- Reduced Sugar Carbonates
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- Regular Cola Carbonates
- Reduced Sugar Cola Carbonates
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- Regular Non-Cola Carbonates
- Reduced Sugar Non-Cola Carbonates
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- Regular Lemonade/Lime
- Reduced Sugar Lemonade/Lime
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- Regular Tonic Water/Mixers/Other Bitters
- Reduced Sugar Tonic Water/Mixers/Other Bitters
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- Regular Orange Carbonates
- Reduced Sugar Orange Carbonates
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- Regular Other Non-Cola Carbonates
- Reduced Sugar Other Non-Cola Carbonates
Carbonates
Sweetened, non-alcoholic drinks containing carbon dioxide are included here. All carbonated products containing fruit juice (“sparkling juices”) are included here, unless they are tea-based (these are included in carbonated RTD tea) or carbonated Energy drinks, which are included in Energy Drinks. Carbonated bottled water is also excluded. Carbonates are an aggregation of cola carbonates and non-cola carbonates, whether regular or low calorie. Euromonitor International includes both naturally and artificially-sweetened carbonates.
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 Carbonates research and analysis database.
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