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Hot drinks continues to experience price challenges but premiumisation is evident
Hot drinks in Italy faced significant challenges as consumer dissatisfaction with price increases collided with rising input costs, particularly in commodities. Balancing these factors was a major industry hurdle, though consumer interest in wellness, indulgence, and experiential products offered some opportunities for premium spending, especially in categories like fruit/herbal tea. Historically, out-of-home consumption of hot drinks played a crucial social role, but technological advancements and evolving social norms, particularly among younger generations, shifted the focus towards foodservice outlets as a convenient source for high-quality beverages not easily replicated at home. Sustainability claims faced scrutiny due to a consumer pullback on specific attributes, but supply chain challenges persisted, necessitating the development of affordability-focused sustainable solutions to maintain market appeal.
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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 continues to experience price challenges but premiumisation is evident
KEY DATA FINDINGS
Mixed performance for hot drinks but perceived healthier options attract consumers
Innovation focuses on sustainability in coffee
Rising preference for bean and pod formats impacts standard fresh ground coffee
Strong emphasis on wellness and functionality within tea
Convenience and health trends to drive future demand for hot drinks
Further innovation in sustainable packaging and sophisticated drinks solutions
At-home consumption of hot drinks set to further decline
Major coffee players retain overall lead of competitive landscape
Yogi Tea leverages health trends to record further dynamic growth
Supermarkets remains leading distribution channel, offering competitive private label
E-commerce and vending most dynamic channels from low base
Foodservice vs retail split
Table 1 Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2020-2025
Table 2 Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2020-2025
Table 3 Retail Sales of Hot Drinks by Category: Volume 2020-2025
Table 4 Retail Sales of Hot Drinks by Category: Value 2020-2025
Table 5 Retail Sales of Hot Drinks by Category: % Volume Growth 2020-2025
Table 6 Retail Sales of Hot Drinks by Category: % Value Growth 2020-2025
Table 7 Foodservice Sales of Hot Drinks by Category: Volume 2020-2025
Table 8 Foodservice Sales of Hot Drinks by Category: % Volume Growth 2020-2025
Table 9 Total Sales of Hot Drinks by Category: Total Volume 2020-2025
Table 10 Total Sales of Hot Drinks by Category: % Total Volume Growth 2020-2025
Table 11 NBO Company Shares of Hot Drinks: % Retail Value 2021-2025
Table 12 LBN Brand Shares of Hot Drinks: % Retail Value 2022-2025
Table 13 Penetration of Private Label in Hot Drinks by Category: % Retail Value 2020-2025
Table 14 Retail Distribution of Hot Drinks by Format: % Volume 2020-2025
Table 15 Retail Distribution of Hot Drinks by Format and Category: % Volume 2025
Table 16 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2025-2030
Table 17 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2025-2030
Table 18 Forecast Retail Sales of Hot Drinks by Category: Volume 2025-2030
Table 19 Forecast Retail Sales of Hot Drinks by Category: Value 2025-2030
Table 20 Forecast Retail Sales of Hot Drinks by Category: % Volume Growth 2025-2030
Table 21 Forecast Retail Sales of Hot Drinks by Category: % Value Growth 2025-2030
Table 22 Forecast Foodservice Sales of Hot Drinks by Category: Volume 2025-2030
Table 23 Forecast Foodservice Sales of Hot Drinks by Category: % Volume Growth 2025-2030
Table 24 Forecast Total Sales of Hot Drinks by Category: Total Volume 2025-2030
Table 25 Forecast Total Sales of Hot Drinks by Category: % Total Volume Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
Summary 1 Research Sources
Coffee in Italy
KEY DATA FINDINGS
Convenience and affordability are major trends drives coffee’s performance
Pricing influences consumers’ purchasing decisions
Strong performance by fresh ground coffee pods driven by convenience and innovation
Italians to increasingly seek sophistication and convenience in their coffee of choice
Vending offers growth potential as alternative channel outside of the home
Sustainability set to influence innovative packaging solutions
Luigi Lavazza SpA retains lead of consolidated competitive landscape
Smaller players show dynamism, while L'Aromatica focuses on its pod formats
L’Or Espresso focuses on influencer marketing for more personable approach
Grocery retailers dominate distribution, with private label making gains
Dynamic performance by retail e-commerce supported by DTC channels
Table 26 Retail Sales of Coffee by Category: Volume 2020-2025
Table 27 Retail Sales of Coffee by Category: Value 2020-2025
Table 28 Retail Sales of Coffee by Category: % Volume Growth 2020-2025
Table 29 Retail Sales of Coffee by Category: % Value Growth 2020-2025
Table 30 Retail Sales of Fresh Ground Coffee Pods by Hard vs Soft: % Volume 2020-2025
Table 31 NBO Company Shares of Coffee: % Retail Value 2021-2025
Table 32 LBN Brand Shares of Coffee: % Retail Value 2022-2025
Table 33 Forecast Retail Sales of Coffee by Category: Volume 2025-2030
Table 34 Forecast Retail Sales of Coffee by Category: Value 2025-2030
Table 35 Forecast Retail Sales of Coffee by Category: % Volume Growth 2025-2030
Table 36 Forecast Retail Sales of Coffee by Category: % Value Growth 2025-2030
Tea in Italy
KEY DATA FINDINGS
Health and wellness drives tea’s positive performance in Italy
Rising prices and healthy perception drive tea’s value sales
Green tea continues to rebound in 2025
Fruit/herbal tea remains dynamic performer, driven by health and wellness positioning
Fruit/herbal tea set to continue driving category sales forward
Vending offers expansion for tea producers in different packaging formats
Wellness and functionality to remain crucial growth drivers for tea
Twinings remains leading brand in fairly fragmented competitive landscape
Yogi Tea enjoys dynamic performance with wide range of fruit/herbal tea options
Supermarkets remains dominant with mix of affordability and quality
E-commerce makes gains with convenience, wide variety and competitive pricing
Table 37 Retail Sales of Tea by Category: Volume 2020-2025
Table 38 Retail Sales of Tea by Category: Value 2020-2025
Table 39 Retail Sales of Tea by Category: % Volume Growth 2020-2025
Table 40 Retail Sales of Tea by Category: % Value Growth 2020-2025
Table 41 NBO Company Shares of Tea: % Retail Value 2021-2025
Table 42 LBN Brand Shares of Tea: % Retail Value 2022-2025
Table 43 Forecast Retail Sales of Tea by Category: Volume 2025-2030
Table 44 Forecast Retail Sales of Tea by Category: Value 2025-2030
Table 45 Forecast Retail Sales of Tea by Category: % Volume Growth 2025-2030
Table 46 Forecast Retail Sales of Tea by Category: % Value Growth 2025-2030
Other Hot Drinks in Italy
KEY DATA FINDINGS
Other hot drinks continues to struggle with unhealthy image
Flat value sales and declining demand for other hot drinks in Italy
Barley options support malt-based hot drinks
Further challenges ahead for other hot drinks in Italy
Barley capsules offer growth potential as convenient format
Imminent sugar tax likely to place further pressure on chocolate-based options
Nestlé Italiana retains overall dominance with Nesquik
Smaller malt-based producers record stronger growth in 2025
Grocery retailers remain most popular destinations for purchasing other hot drinks
Convenience drives growth of other hot drinks through e-commerce
Table 47 Retail Sales of Other Hot Drinks by Category: Volume 2020-2025
Table 48 Retail Sales of Other Hot Drinks by Category: Value 2020-2025
Table 49 Retail Sales of Other Hot Drinks by Category: % Volume Growth 2020-2025
Table 50 Retail Sales of Other Hot Drinks by Category: % Value Growth 2020-2025
Table 51 NBO Company Shares of Other Hot Drinks: % Retail Value 2021-2025
Table 52 LBN Brand Shares of Other Hot Drinks: % Retail Value 2022-2025
Table 53 Forecast Retail Sales of Other Hot Drinks by Category: Volume 2025-2030
Table 54 Forecast Retail Sales of Other Hot Drinks by Category: Value 2025-2030
Table 55 Forecast Retail Sales of Other Hot Drinks by Category: % Volume Growth 2025-2030
Table 56 Forecast Retail Sales of Other Hot Drinks by Category: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
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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