COMPETITIVE LANDSCAPE
Yoga propels Conserve Italia to share growth in juice
Conserve Italia - Consorzio Cooperative Conserve Italia scarl solidified its position as the leading company in juice in the Italian market in 2025, achieving an increase in its off-trade volume share. This growth was primarily driven by the strategic reformulation of its Yoga brand in nectars, which now features a higher fruit content, reduced sugar, and sustainable 1-litre PET packaging made from 50% recycled plastic.
Strategic moves by CoGeDi, Fonti di Vinadio, and San Benedetto reshape juice
CoGeDi International SpA recorded the strongest growth in juice in the Italian market in 2025, and increased its off-trade volume share. The company holds a substantial presence in juice drinks with its Elisir di Rocchetta brand, and successfully expanded its market footprint.
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Overview:
Understand the latest market trends and future growth opportunities for the Juice 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 Juice 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 Juice 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 Juice in Italy?
- To what extent are health considerations impacting consumption of Juice 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 Juice in Italy?
- Which are the leading brands in Juice in Italy?
- What potential exists for multinational or domestic soft drinks companies to expand in Italy?
- How are products distributed in Juice 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 Juice?
- 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?
Juice in Italy - Category analysis
KEY DATA FINDINGS
Decline driven by health concerns and rising prices, with nectars performing poorly
Price hikes and health concerns drive decline for juice in 2025
Price and health claims impact key categories
Continued decline forecast for juice amidst health concerns and competition
Players expected to prioritise no added sugar and reformulation amidst health trends
Aiming to capture energy-seeking consumers with functional innovations
Yoga propels Conserve Italia to share growth in juice
Strategic moves by CoGeDi, Fonti di Vinadio, and San Benedetto reshape juice
Strategic offerings and promotions bolster the lead of supermarkets in juice
Demand for convenience drives dynamic growth for retail e-commerce in juice
Soft Drinks in Italy - Industry Overview
Soft drinks sees modest growth amidst health trends, channel shifts, and price rises
KEY DATA FINDINGS
Mixed fortunes, with health trends and competition reshaping soft drinks
Demand for reduced sugar products surges despite sugar tax postponement
Functionality and wellness drive innovation in soft drinks, reshaping the dynamics
Energy drinks and functional bottled water to drive modest growth
Italian sugar tax set to reshape soft drinks, driving a shift to reduced sugar options
Functionality and premiumisation set to dominate soft drinks trends
San Benedetto leads in volume terms, while Coca-Cola leads value sales
waterdrop revitalises powder concentrates with dynamic innovation and health focus
Supermarkets retains its lead in soft drinks through promotions and product range
Busy lifestyles fuel rapid growth in vending and retail e-commerce in soft drinks
“Poveritivo” and price sensitivity: On-trade adapts to challenging economic climate
Fountain sales in Italy
Trends
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Juice
-
- Not from Concentrate 100% Juice
- Reconstituted 100% Juice
- Coconut and Other Plant Waters
- Juice Drinks (up to 24% Juice)
- Nectars
Juice
This category covers all still packaged juice obtained from fruits or vegetables by mechanical processes, reconstituted or fresh, often including pulp or fruit/vegetable puree. All unpackaged juices are excluded. Only still drinks are included here. Carbonated varieties are included non-cola carbonates. Juice-flavoured milk drinks and fruit shakes which are primarily milk are excluded–these are instead tracked in Packaged Foods Dairy. However, if the juice component is greater, the product is to be excluded from Packaged Foods Dairy coverage and tracked under the relevant category (based on % juice content) within Soft Drinks juice. This sector is the aggregation of 100% juice, nectars (25-99% juice content), juice drinks (up to 24% juice content), and coconut & other plant waters.
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 Juice research and analysis database.
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