PROSPECTS AND OPPORTUNITIES
Energy drinks set to see further growth over the forecast period but health concerns, the sugar tax and category maturity likely to dampen sales
Energy drinks is likely to continue posting solid growth in off-trade volume terms over the forecast period. Growth is likely to be fuelled by ongoing investment in innovation (both from leading manufacturers and from new players, including private label) as well as a wider distribution presence across different channels.
Reduced sugar claims set to come to the fore as Italy rolls out its sugar tax
Reduced sugar energy drinks is projected to see stronger growth than regular energy drinks over the forecast period, in off-trade volume terms. With Italy’s new sugar tax set to come into force in 2025, and with consumers becoming more health conscious, it is likely that there will be a growing demand for reduced sugar energy drinks.
Growing competition expected from sport drinks and functional bottled water
Over the review period, energy drinks managed to successfully win share at the expense of some of the most popular soft drinks categories in Italy, namely carbonates and RTD tea. Over the forecast period, the category is set to experience the reverse trend, with it being expected to face stronger competition with other soft drinks categories, but especially functional bottled water and sport drinks.
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Overview:
Understand the latest market trends and future growth opportunities for the Energy Drinks 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 Energy Drinks 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 Energy Drinks 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 Energy Drinks in Italy?
- To what extent are health considerations impacting consumption of Energy Drinks 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 Energy Drinks in Italy?
- Which are the leading brands in Energy Drinks in Italy?
- What potential exists for multinational or domestic soft drinks companies to expand in Italy?
- How are products distributed in Energy Drinks 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 Energy Drinks?
- 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?
Energy Drinks in Italy - Category analysis
KEY DATA FINDINGS
Energy drinks continues to see dynamic growth in 2024 despite price increases and poor weather
Pricing policies shape the strategies of the category leaders as Red Bull and Monster Energy retain their dominance
New distribution opportunities could be key to the category’s future success
Energy drinks set to see further growth over the forecast period but health concerns, the sugar tax and category maturity likely to dampen sales
Reduced sugar claims set to come to the fore as Italy rolls out its sugar tax
Growing competition expected from sport drinks and functional bottled water
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:
Energy Drinks
- Regular Energy Drinks
- Reduced Sugar Energy Drinks
Energy Drinks
These are the aggregated total of regular and reduced sugar functional drinks designed to boost energy levels. Often lightly carbonated, these contain high levels of caffeine and a number of added water-soluble vitamins, most often a selection of B vitamins including niacin, pantothenic acid, vitamin B6, and vitamin B12. Ingredients can also include amino acids such as taurine and glucuronolactone, as well as herbal products such as guarana and ginseng. Can be carbonated or still. Leading brands in off-trade volume include Red Bull, Monster and RockStar. Glucose-based energy beverages such as Lucozade Energy are included here.
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 Energy Drinks research and analysis database.
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