In 2025, off-trade volume sales of carbonates in Italy achieved value growth despite flat volumes, driven by premiumisation and price increases, while on-trade sales declined. Reduced sugar variants, particularly cola and lemonade/lime, were top performers due to health trends and innovation. Looking ahead, a 2026 sugar tax will impact regular carbonates, but reduced sugar options, authenticity, and local sourcing will drive innovation and premiumisation. Coca-Cola HBC Italia retained leadership

RTD tea experienced a significant off-trade volume decline in Italy in 2025, primarily due to intense competition from energy drinks and functional bottled water, alongside growing consumer concerns about sugar content. While reduced sugar RTD tea saw dynamic growth, it could not fully offset the overall downturn, partly due to apprehension regarding artificial sweeteners. Manufacturers are expected to re-engage, focusing on healthier alternatives, which should lead to value growth in the foreca

Concentrates saw marginal off-trade RTD volume growth in 2025, but liquid concentrates declined due to poor health perception and being old-fashioned. Powder concentrates, however, was more dynamic, driven by innovations like waterdrop and a health and wellness focus. The forecast anticipates overall volume decline, yet powder concentrates is still expected to see slight growth. New technologies and external competition (AirUp) are emerging to compete, while sustainability offers opportunities.

In 2025, bottled water in Italy experienced slight off-trade volume growth, driven by its health and wellness appeal, affordability compared with other soft drinks, and innovation in strongly sparkling, flavoured, and functional variants. Functional bottled water is poised for continued expansion, especially high-protein variants. However, future growth for overall bottled water is anticipated to be modest due to maturity and increased competition. Fonti di Vinadio led individual companies in 20

Juice in Italy experienced an off-trade volume decline in 2025, primarily due to price increases and health concerns regarding sugar content and processing. This severely impacted nectars and 100% reconstituted juice, with consumers increasingly shifting to alternatives. While overall decline is forecast to continue moving forward, no added sugar juice drinks and premium 100% not from concentrate juice are expected to show resilience. Manufacturers are prioritising reformulation with functional

RTD coffee experienced dynamic off-trade volume growth in Italy in 2025, driven by young consumers embracing convenience, despite rising prices. However, it remained a niche category due to the nation's strong traditional coffee culture. Growth is projected to continue moving forward, albeit at a slower rate, influenced by increased out-of-home spending. Innovation will focus on energy and functional RTD coffee. Arla Foods (Starbucks) maintained its leadership of RTD coffee in 2025, and also exp

Energy drinks experienced robust off-trade volume growth in Italy in 2025, fuelled by busy lifestyles, innovation, and expanded availability, making it a dynamic soft drinks category. Sales of reduced sugar variants surged, although regular options still dominated. Future growth is projected to remain strong, but will moderate due to maturity, health concerns, and the impending sugar tax, driving innovation towards healthier formulations and functional hybrids. Competition from functional bottle

In 2025, despite a significant decline in off-trade volumes, sports drinks in Italy experienced off-trade value growth, largely due to Prime Hydration's premium pricing. Volume contraction stemmed from health concerns over sugar content and intense competition from energy drinks. To address the decline, manufacturers are proactively reformulating with zero sugar options due to an impending sugar tax, and high-protein products like San Benedetto's Energade Protein are emerging. Forecasts indicate

Off-trade volume sales of soft drinks saw modest growth in 2025, with value sales rising due to price increases. Reduced sugar carbonates, bottled water, and energy drinks saw growth, while juice, RTD tea, and sports drinks declined. Demand for reduced sugar products surged despite the postponement of the sugar tax. Growth is expected moving forward, with functionality and wellness key trends, with innovation in functional water and protein-enriched drinks. San Benedetto led in volume terms in 2

During 2025, retail value sales of baked goods continued to increase at a steady pace in Italy. A renewed interest in Italian gastronomic traditions together with the addition of healthier and higher quality ingredients, plus a growing demand for convenience, has supported sales. Advances in e-commerce distribution has improved accessibility to baked goods from different regions of the country.

Retail value sales of breakfast cereals continued to rise in Italy over 2025, driven by a combination of evolving needs, product innovations and changes to the way Italians shop. A higher priority is being placed on health and nutritionally superior breakfast cereals, with hot cereals enjoying dynamic growth in sales.

In 2025, rice, pasta and noodles in Italy recorded steady growth in value terms. Pasta remains the undisputed icon of Italian cuisine, whilst rice and noodles are gaining ground. Italian consumers increasingly favour products that offer some functional benefits, with wholemeal pasta becoming very common, alongside pasta made with protein flours (such as peas, chickpeas or lentils).

In 2025, retail value sales of processed fruit and vegetables maintained stable growth. The strong tradition of eating preserved vegetables and packaged legumes in Italy supports sales, whilst modern packaging is enhancing appeal. The shift towards flexitarian diets is driving sales of legumes which are deemed a high source of vegetable protein and fibre. Overall demand is shifting towards solutions that combine convenience and naturalness, with a strong emphasis on perceived quality and supply

The year 2025 proved to be a year of consolidation and transformation for staple foods in Italy. Price remains an important variable but is one of several factors shaping the category. Consumers are not only seeking economic value, but also quality, sustainable traits, and nutritional value. Companies are adapting with targeted innovations, revised formulas and new packaging positioned to meet increasingly complex needs.

In 2025, value sales of processed meat, seafood and meat alternatives witnessed slight growth whilst volumes were stagnant. Chilled products remained the preferred option for Italian consumers and showed higher growth rates than frozen and shelf-stable options. This trend is based on the perceived higher quality and freshness of chilled options, as well as the shorter list of ingredients and fewer additives, even in meat and seafood substitutes.

Other hot drinks in Italy declined in popularity in 2025, as economic instability led consumers to prioritise essentials. Chocolate-based powder drinks, mainly consumed by children, suffered due to their unhealthy image and rising cocoa costs. The category lacked innovation and faced growing health concerns, which is likely to worsen with the upcoming sugar tax. Malt-based drinks performed better, benefiting from their caffeine-free and sugar-free profile and positive perception of barley. Super

Tea remained a small category in Italy’s hot drinks market due to the strong coffee culture, yet retail value sales grew due to rising unit prices and wellness demand. Fruit/herbal tea led growth, valued for its health benefits, pleasant taste, and caffeine-free appeal. Green tea also performed well, boosted by marketing from Twinings and its perceived health advantages. Instant tea, especially functional chamomile, gained popularity for relaxation. In contrast, black tea declined, seen as less

Value sales of sauces, dips and condiments in Italy are increasing in 2025, supported by consumers’ search for convenient yet high-quality cooking solutions that preserve traditional flavours. Growth is led by sauces particularly dry recipe sauces which appeal to busy households seeking timesaving, reliable meal bases. Star Stabilimento Alimentare remains the market leader, investing heavily in advertising and sustainability initiatives, while Flli Saclà Saclà stands out for its innovation, expa

Hot drinks in Italy faced significant challenges as consumer dissatisfaction with price increases collided with rising input costs, particularly in commodities. Balancing these factors was a major industry hurdle, though consumer interest in wellness, indulgence, and experiential products offered some opportunities for premium spending, especially in categories like fruit/herbal tea. Historically, out-of-home consumption of hot drinks played a crucial social role, but technological advancements

Coffee in Italy was shaped by fluctuating raw material prices. Robusta spiked in 2024, causing unit price hikes and volume declines in fresh ground coffee. In 2025, robusta costs eased but arabica stayed high, leading to only marginal price drops. Standard fresh ground coffee continued to struggle, while ESE pods thrived due to affordability and convenience, especially in southern Italy. Fresh beans grew slowly, driven by consumer interest in flavour and naturalness. Supermarkets led distributio

In 2025, Italy’s edible oils category is growing in value, driven by higher sales volumes rather than price increases, as production costs have eased following years of instability. Sunflower oil has rebounded strongly thanks to improved supply and affordability after disruptions caused by the war in Ukraine, reclaiming its place in Italian households. Carapelli Firenze maintains leadership through innovation and sustainability initiatives, while Oleificio Zucchi stands out as a certified Benefi

Italy’s sweet spreads category continues to expand in2025, supported by evolving breakfast habits and consumers’ desire for both indulgence and health. Growth is led by nut and seed based spreads, which have become mainstream due to their clean ingredients, functional benefits and versatility beyond breakfast. Ferrero maintains its top position through the enduring success of Nutella and the launch of its new plant-based variant, while Madi Ventura is the most dynamic performer with its protein

2025 is seeing value sales of cooking ingredients and meals in Italy rising, supported by demand for convenient yet high-quality food solutions. Consumers are drawn to products that balance traditional Italian taste with modern influences such as ethnic flavours and gourmet touches. Sustainability and provenance are also increasingly important, with many preferring locally sourced ingredients and eco-friendly packaging. Coop Italia remains the overall leader, while HelloFresh Italia is expanding

Meals and soups in Italy is seeing continued value growth in 2025, driven by changing eating habits and rising demand for convenient yet healthy options. Ready meals and soups, particularly chilled varieties, are increasingly viewed as fresh, nutritious and aligned with modern lifestyles, while meal kits has emerged as the most dynamic segment by combining convenience with a hands-on cooking experience. Bonduelle leads the overall meals and soups category through its strong presence in prepared