PROSPECTS AND OPPORTUNITIES
Prevailing economic uncertainty likely to disrupt the performance of health and wellness soft drinks in the short term
The performance of health and wellness soft drinks is likely to be highly polarised over the forecast period, with both positive and negative factors in play. On one side, increasing pressure on available income due to the inflation crisis is likely to influence purchasing decisions, especially in 2023 and 2024.
Energy boosting claims likely to attract the attention of busy Italians
With consumers leading increasingly busy lives there will likely remain a strong demand for energy boosting soft drinks over the forecast period with category projected to increase at a 6% CAGR in retail volume terms. Over the forecast period, it is likely that the market will see more products that blur the category lines, such as juice-based energy drinks, and energy boosting RTD tea and carbonates.
Sales of high fibre juice should benefit from Italy’s ageing population
Products which offer functionality or fortification will continue to increase in popularity, with their consumer base widening beyond consumers with specific health issues and sports lovers to people seeking to strengthen their metabolism and become generally more resilient to health problems. While energy boosting claims will likely remain the largest health claim within soft drinks over the forecast period it is expected that high fibre (a fortified/functional type of health and wellness attribute) soft drinks could see significant growth.
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Overview:
Understand the latest market trends and future growth opportunities for the HW Soft 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 HW Soft 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 HW Soft 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 HW Soft Drinks in Italy?
- What are the key health and wellness concerns driving sales in HW Soft Drinks?
- Is HW Soft Drinks a dynamic niche or mainstream concern in Italy?
- Which are the leading brands in HW Soft Drinks in Italy?
- How are products distributed in HW Soft Drinks in Italy?
- How has COVID-19 and accordant recession impacted sales? Which categories have seen rising demand? Which are most vulnerable to economic disruption and diminished consumer confidence?
- Where is future growth expected to be most dynamic?
HW Soft Drinks in Italy - Category analysis
KEY DATA FINDINGS
Consumers focus on reducing their sugar intake in 2023 while energy boosting properties prove fruitful
Natural soft drinks retain their appeal among health conscious consumers in 2023
Dairy free claims gaining prominence while high protein soft drinks catch the eye of consumers and manufacturers
Prevailing economic uncertainty likely to disrupt the performance of health and wellness soft drinks in the short term
Energy boosting claims likely to attract the attention of busy Italians
Sales of high fibre juice should benefit from Italy’s ageing population
Health and Wellness in Italy - Industry Overview
Health and wellness in focus
Consumer weight trends
Consumer diet trends
Health-related deaths
Blood pressure and cholesterol levels
Diabetes prevalence
DISCLAIMER
HW Soft Drinks
Health and Wellness encompasses a number of key claims made on a food or drink products that suggest a health and/or wellness positioning. It comprises positionings relating to better for you, dietary and free from, fortified/functional, health benefit, natural and organic. This is the aggregation of the following categories; Carbonates, Fruit/vegetable juice, Bottled water, Functional drinks, Concentrates, RTD tea, RTD coffee and Asian speciality drinks. For full product category definitions please refer to the definitions section (can be found under the "Help" section on Passport) for the respective system: Cooking Ingredients and Meals, Dairy Products and Alternatives, Snacks, Staple Foods, Hot Drinks, Soft Drinks. Please note that data is not available at this level or other aggregated claim levels.
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 HW Soft Drinks research and analysis database.
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