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This report examines the Italian market for soft drinks, including carbonates, bottled water and juice/juice drinks. The market is large and mature, totalling 14.19 billion litres worth €12.38 billion in 2005. Italians drink more bottled water than any other nation, but per capita consumption of carbonates is relatively low. The most dynamic sector over the review period was fruit juice and juice drinks, thanks to fast growth in the latter segment.

The major market trend over the review period was a growing consumer preoccupation with health and diet and a growing interest in products offering well-being and added functionality. In soft drinks, this has emerged primarily in a plethora of products with added vitamins and minerals, fewer calories, less sugar and no additives. Fortified fruit juices are now widespread and vitamin-fortified still fruit drinks – so-called “Ace” beverages – are driving growth. Increasingly, water producers are emphasising the health benefits of their products, although bottled water from renowned springs has always been associated with digestive well-being. Carbonates lend themselves less easily to the health proposition and sales are suffering as a result.

This report examines the Italian market for soft drinks, including carbonates, bottled water and juice/juice drinks. The market is large and mature, totalling 14.19 billion litres worth €12.38 billion in 2005. Italians drink more bottled water than any other nation, but per capita consumption of carbonates is relatively low. The most dynamic sector over the review period was fruit juice and juice drinks, thanks to fast growth in the latter segment.

The major market trend over the review period was a growing consumer preoccupation with health and diet and a growing interest in products offering well-being and added functionality. In soft drinks, this has emerged primarily in a plethora of products with added vitamins and minerals, fewer calories, less sugar and no additives. Fortified fruit juices are now widespread and vitamin-fortified still fruit drinks – so-called “Ace” beverages – are driving growth. Increasingly, water producers are emphasising the health benefits of their products, although bottled water from renowned springs has always been associated with digestive well-being. Carbonates lend themselves less easily to the health proposition and sales are suffering as a result.