COMPETITIVE LANDSCAPE
Nestlé Italiana retains overall dominance with Nesquik
Nestlé Italiana SpA maintained its dominant position in the competitive landscape of other hot drinks in Italy in 2025, facing no significant competition to its leadership. The company's portfolio includes well-known brands such as Nesquik, a chocolate-based flavoured powder drink, and Orzoro, which holds a convincing lead in malt-based hot drinks.
Smaller malt-based producers record stronger growth in 2025
In the competitive landscape of other hot drinks in Italy, the three most dynamic companies in 2025 were Prontofoods Srl, Loacker AG SpA, and Nutrition & Santé Italia SpA, all of which were exclusively active in malt-based hot drinks. Prontofoods, known for its Crastan brand, Loacker with Ovomaltine, and Nutrition & Santé Italia with Orzobimbo, each capitalised on the positive consumer perception of barley-based products.
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Overview:
Understand the latest market trends and future growth opportunities for the Other 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.
If you're in the Other 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 Other 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 Other Hot Drinks in Italy?
- To what extent are health considerations impacting consumption of Other Hot Drinks in Italy?
- What are the traditional preferences in Other 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 Other Hot Drinks in Italy?
- Which are the leading brands in Other Hot Drinks in Italy?
- How are products distributed in Other 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 Other Hot Drinks?
- Where is future growth expected to be most dynamic?
Other Hot Drinks in Italy - Category analysis
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
Hot Drinks in Italy - Industry Overview
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
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Other Hot Drinks
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- Chocolate-based Flavoured Powder Drinks
- Malt-based Hot Drinks
- Non-Chocolate-based Flavoured Powder Drinks
- Other Plant-based Hot Drinks
Other Hot Drinks
This is the aggregation of Flavoured Powder Drinks and Other Plant-based Powder Drinks. Products can be served hot or cold, and can be mixed with water, milk, or other liquids. Bottled, ready-to-drink flavoured milk drinks are NOT included here and are included in Passport Packaged Food.
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 Other Hot Drinks research and analysis database.
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