T. Ozbun
Research expert covering food retail and all food topics for Italy and Brazil
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Revenue of non-alcoholic drinks in the country showed promising growth in recent years, with Coca-Cola dominating the market share, followed by water companies such as San Benedetto and San Pellegrino. In Italy, there were over three thousand enterprises engaged in the manufacturing of beverages, with the production value experiencing a slight drop in the latest year. Sales of both soft drinks and fruit beverages primarily occurred in supermarkets, hypermarkets, and convenience stores, with cola-type drinks leading in terms of liters sold. The export of non-alcoholic beverages from Italy surpassed imports both in terms of quantity and value, with a total export value of nearly 772 million U.S. dollars. The United States stood out as the leading destination country for these exports.Consumption and expenditure
The consumption of soft drinks and fruit beverages has witnessed a decline over the years due to a growing emphasis on health and wellness that has led consumers to increasingly seek healthier alternatives instead. Among different age groups, the younger generations accounted for the highest consumption of carbonated beverages, comprising almost 80 percent of those aged 14 to 19, while it was only 34 percent among individuals older than 75. The introduction of a planned sugar tax in 2024 is expected to raise prices, leading to a further contraction in sales and consumption. Within a span of less than a decade, the monthly average household expenditure on non-alcoholic beverages has already risen by almost 18 percent, surpassing 37 euros. Energy drinks have had the most significant impact on expenditure, with their retail price being more than three times that of cola drinks.
