Hot drinks in 2024: The big picture
Sales of hot drinks declined in retail volume terms in 2023 against a backdrop of price increases and significant pressure on purchasing power. Tea, coffee and other hot drinks all experienced similar performances with retail volume sales falling while sales grew in current value terms due to the impact of soaring inflation and rising production costs.
2024 key trends
In coffee, fresh coffee beans and fresh ground coffee pods continued to grow in retail volume terms in 2024. Fresh coffee beans benefited from a strong positioning with these products being perceived and marketed as natural and delivering a fresher taste.
Competitive landscape
The leading players in coffee held on to their positions in 2024 with there being little movement in the rankings. Manufacturers overall focused their innovation and new product development on fresh ground coffee pods and on ESE pods with these seen to be the most dynamic areas of the market, as well as offering the greatest growth potential.
Retailing developments
In the context of high prices and pressure on purchasing power, many consumers looked for value for money and for promotions when choosing where to buy their hot drinks in 2024. This favoured supermarkets and hypermarkets over more expensive channels such as small local grocers and convenience stores.
Foodservice vs retail split
While retail prices went up in 2022 and 2023, as well as in 2024 in coffee, foodservice price increases were even higher. As such, this put the brakes on the recovery of the foodservice channel with volume sales failing to see a full return to pre-pandemic levels in 2024.
What next for hot drinks?
As pressure on purchasing power is set to progressively ease as inflation stabilises, it is expected that sales of hot drinks will see a return to growth in retail volume terms by the end of the forecast period. This economic recovery alongside an expected uptick in tourism should also help to boost sales of hot drinks through the foodservice channel.
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Overview:
Understand the latest market trends and future growth opportunities for the Hot 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Coffee
- Tea
- Other Hot Drinks
If you're in the Hot 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 Hot 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 Hot Drinks in Italy?
- To what extent are health considerations impacting consumption of Hot Drinks in Italy?
- What are the traditional preferences in Hot Drinks in Italy? To what extent are these tastes changing amidst increasing international influence and the growth of chained cafés?
- How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Hot Drinks in Italy?
- Which are the leading brands in Hot Drinks in Italy?
- How are products distributed in Hot Drinks in Italy?
- How is the rise of e-commerce changing the retail and competitive landscape?
- Have home seclusion and social distancing measures following COVID-19 benefited sales of Hot Drinks?
- Where is future growth expected to be most dynamic?
Hot Drinks in Italy
Hot drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
Foodservice vs retail split
What next for hot drinks?
DISCLAIMER
Coffee in Italy
KEY DATA FINDINGS
Price increases in 2024 affect coffee volume performance
Fresh coffee beans continue to grow in popularity thanks to their affordability and natural and sustainable claims
ESE pods and instant coffee mixes featuring ginseng and barley gain ground
Mixed fortunes predicted within coffee
Foodservice sales set for a full recovery as the economy improves
Vending set to benefit from further investment while sustainability concerns are likely to have a growing influence on coffee
Tea in Italy
KEY DATA FINDINGS
Tea sales continue to decline in 2024 despite prices stabilising
Green tea comes out fighting with strong health claims and competitive prices
Functional instant tea remains a focus of innovation
Behind positive score of fruit/herbal tea, tea to return to growth
Functional offerings should support demand for instant tea
Cold brew tea could present opportunities for players to expand their customer base
Other Hot Drinks in Italy
KEY DATA FINDINGS
Other hot drinks sees improvement in 2024 but sales still decline
Chocolate-based flavoured powder drinks suffers from unhealthy image and high prices
Barley-based hot drinks remain a key growth driver as consumers look for healthier options
Other hot drinks faces several obstacles despite signs of stability in the local economy
Sugar tax likely to negatively impact demand for chocolate-based hot drinks
Barley-based products still offer potential while plant-based offerings could also receive growing interest
The following categories and subcategories are included:
Hot Drinks
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- Fresh Coffee Beans
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- Fresh Ground Coffee Pods
- Standard Fresh Ground Coffee
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- Instant Standard Coffee
- Instant Coffee Mixes
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- Loose Black Tea
- Tea Bags Black
- Fruit/Herbal Tea
- Green Tea
- Instant Tea
- Other Tea
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- Chocolate-based Flavoured Powder Drinks
- Malt-based Hot Drinks
- Non-Chocolate-based Flavoured Powder Drinks
- Other Plant-based Hot Drinks
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This report originates from Passport, our Hot Drinks research and analysis database.
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