This report examines new product development (NPD) activity within the food and beverage categories in Italy’s e-commerce in 2024. Using data from Euromonitor’s Innovation platform, it highlights new brand and sub-brand launches, trending attributes and claims, and product inactivity rates – offering insights into what captures or misses consumer interest.
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Overview:
This Innovation Country Report is part of a series of reports providing data and analysis on new product launch activity across digital shelf across Food and Nutrition and Beauty, Health and Home categories. The reports explore what type of innovation is happening and in which retailers across selected geographies.
The data contained in these reports are based on Euromonitor’s Innovation platform - an AI-powered platform that identifies and tracks new brand and sub-brand launches across the global digital shelf from January 2021 onwards. It monitors their expansion over time into new countries, retailers and categories, and also shows if they have been discontinued.
The Innovation in Italy report includes:
Data and analysis on new brand and subbrand launches at online retailers within specific country across:
- Food and Nutrition categories, such as Packaged Food, Soft Drinks, Hot Drinks, Alcoholic Drinks, and Pet Care;
- Beauty, Health and Home categories, such as Consumer Health, Beauty and Personal Care, Tissue and Hygiene, and Home Care.
The Innovation in Italy report answers:
- Is specific country a pacesetter or follower in terms of new product launches across specific industries?
- What industries lead in terms of new product launches within specific country?
- What type of innovation is happening within specific industries and categories?
- What are the examples of some of the innovations across the categories?
- Which retailers are leading in new product launches within specific country?
Snapshot of NPD activity across food and beverage categories in Italy
The dualism of health and indulgence shapes NPD in Italy
Meat and seafood substitutes’ rising popularity presents potential for investment
Key attributes: High retention rates for products featuring top health claims
Sweet treats are taking the spotlight in product innovation
Brand renovation is at the forefront of pet food producers’ strategies
Retention rates in pet food are high, in the context of a decline in new product launches
Key attributes: Top health claims increasingly shape buying behaviour
Natural and functional snacks support pet relaxation
NPD is fuelled by better-for-you beverages made with natural ingredients
Innovation momentum concentrated in smaller soft drinks categories
Key attributes: Wider application of low/no sugar claims foreseen owing to sugar tax
Hydration and fortified offerings at forefront of innovation
Functional, health-orientated claims lead tea innovation
Hot drinks innovation steady, but coffee retention lags
Key attributes: Wellness-led innovation shapes top attributes in tea
Leading hot drinks brands launch new premium and functional products
Ongoing mixology trend boosts new and sub-brand launches in spirits
Spirits lead in launch numbers but lag in NPD share
Key attributes: Recyclability and organic claims lead sustainability trends
Ginnastic Gin attracts young consumers with modern branding
Monitoring Innovation for business growth
Passport Innovation: Methodology
Passport Innovation: What’s covered?
Passport Innovation retailer coverage
Buy Innovation reports to:
- To understand what type of innovation and where is happening across the broader category scope
- To gain insights into how new product launches are aligned with changing consumer preferences and what needs remain unmet
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