PROSPECTS AND OPPORTUNITIES
Sugar tax to impact carbonates performance
Following months of political debate, Italy’s sugar tax was finally approved in 2024. The new text is set to come into force in 2025 with an initial tax of EUR0.
Despite a bright outlook for reduced sugar carbonates, overall sales are set to decline
Reduced sugar carbonates is likely to register healthy growth over the forecast period in off-trade volume terms, driven by price stabilisation, the impact of the sugar tax on regular carbonates, innovation and by increasing consumers awareness. However, the positive performance of reduced sugar carbonates will unlikely be enough to support off-trade volume growth in carbonates as a whole over the forecast period.
Premiumisation set to return to carbonates as the economy recovers
As pressure on purchasing power wanes, a new wave of premiumisation is likely to hit the Italian market over the second half of the forecast period. In this context, the two biggest brands, Coca-Cola and Pepsi, are likely to retain their shares thanks to their strong positioning and wider distribution, while private label could lose share as consumers trade up again.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
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
Despite price stabilisation volume sales keep declining
Reduced sugar largely outperforms regular
Price strategies determine changes in competitive landscape
Sugar tax to impact carbonates performance
Despite a bright outlook for reduced sugar carbonates, overall sales are set to decline
Premiumisation set to return to carbonates as the economy recovers
Soft Drinks in Italy - Industry Overview
Soft drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
Foodservice vs retail split
What next for soft drinks?
Fountain sales in Italy
Trends
DISCLAIMER
The following categories and subcategories are included:
Carbonates
- Regular Carbonates
- Reduced Sugar Carbonates
-
- Regular Cola Carbonates
- Reduced Sugar Cola Carbonates
-
- Regular Non-Cola Carbonates
- Reduced Sugar Non-Cola Carbonates
-
- Regular Lemonade/Lime
- Reduced Sugar Lemonade/Lime
-
- Regular Tonic Water/Mixers/Other Bitters
- Reduced Sugar Tonic Water/Mixers/Other Bitters
-
- Regular Orange Carbonates
- Reduced Sugar Orange Carbonates
-
- 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.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!