PROSPECTS AND OPPORTUNITIES
Positive outlook for sports drinks but challenges remain as Italy prepares for its new sugar tax
Sports drinks is expected to see stronger growth from 2025 onwards in off-trade volume terms. Growth should be boosted by prices stabilising as the negative effects of the inflation crisis soften.
Inspired by Prime Hydration sports drinks players likely to focus on energy boosting claims
The successful launch of Prime Hydration highlighted an important growth driver for sports drinks which is the positioning of these products as energy boosting drinks. Manufacturers are likely to increasingly focus on such claims in order to tap into the burgeoning trend towards energy boosting products which is likely to become increasingly relevant over the forecast period.
Vending, discounters and e-commerce could hold the key to the growth of sports drinks
Leading manufacturers in non-alcoholic drinks are set to invest strongly in the development of the vending channel. This channel remains rather underdeveloped and fragmented in Italy.
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Overview:
Understand the latest market trends and future growth opportunities for the Sports 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 Sports 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 Sports 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 Sports Drinks in Italy?
- To what extent are health considerations impacting consumption of Sports Drinks 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 Sports Drinks in Italy?
- Which are the leading brands in Sports Drinks in Italy?
- What potential exists for multinational or domestic soft drinks companies to expand in Italy?
- How are products distributed in Sports Drinks 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 Sports Drinks?
- 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?
Sports Drinks in Italy - Category analysis
KEY DATA FINDINGS
Slight volume growth for sports drinks
Prime Hydration explodes onto the Italian market
Gatorade loses shares
Positive outlook for sports drinks but challenges remain as Italy prepares for its new sugar tax
Inspired by Prime Hydration sports drinks players likely to focus on energy boosting claims
Vending, discounters and e-commerce could hold the key to the growth of sports drinks
Soft Drinks in Italy - Industry Overview
Soft drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
Foodservice vs retail split
What next for soft drinks?
Fountain sales in Italy
Trends
DISCLAIMER
The following categories and subcategories are included:
Sports Drinks
- Regular Sports Drinks
- Reduced Sugar Sports Drinks
Sports Drinks
The choice of sports drink usually depends on the provision of fluids, carbohydrates or both. Included into this subsector are isotonic, hypotonic and hypertonic sports drinks. Isotonic are products that replace lost body fluids, electrolytes (sodium, potassium and chlorides) and glucose in similar concentrations to existing body fluid without causing either swelling or shrinkage of cells. These products usually contain about 5-8% carbohydrate and are intended to be consumed during exercise and/or heat exposure. Hypotonic this product is a weaker solution than your body fluid. These drinks contain less carbohydrate and therefore have lower osmolality (fewer dissolved particles than blood). These drinks help the body to speed up water absorption and are best used when you need urgent fluid replacement, as in after exercise. These drinks are not the best for energy replacement. Hypertonic - this drink is a stronger solution than your body fluid. These drinks are designed to replace and maintain energy levels during exercise of at least one hour. They are absorbed slowly and therefore are not appropriate for fluid replacement. Leading brands in off-trade volume include Gatorade, Powerade and Aquarius. This is the aggregated total of regular and reduced sugar Sports Drinks
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 Sports Drinks research and analysis database.
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