The Italian Soft Drinks Market: What Consumers Drink and Why?




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Product Synopsis

This report provides the results for the Soft Drinks market in Italy from Canadean's unique, highly detailed study of consumers' Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets. Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption, the value of the market these trends influence, and brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer groups, providing hard and fast data on consumers and markets at the product category level.

Introduction and Landscape

Why was the report written?

Marketers in the Soft Drinks market face a major challenge. Understanding market size and segmentation is valuable, but the key to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends. This data report solves these problems by providing survey-based data on consumer trends and consumer groups, and market data that shows the exact size of consumer groups, how much of the Soft Drinks market they account for, and which consumer trends drive their behavior.

What is the current market landscape and what is changing?

As consumer confidence increases proportionally to economic recovery, consumer trends will be directly affected. Since the global financial crisis of 2008-2009 the retail market has been characterized by an increase in the amount of discounted and own-brand products. Consumers have traded down in more essential product categories such as Bottled Water and Juices, while consumption has declined in product categories such as Sparkling Soft Drinks, Concentrates, Functional Drinks, Smoothies, and Ready to Drink products. As economic and market recovery continues over 2012, consumption patterns will record a positive trend in both the Medium and Heavy frequency bands and the amount of Non-users should decrease.

What are the key drivers behind recent market changes?

Consumers' uptake of products and the influence of consumer trends are fundamental causes of change in markets - making knowing what these trends are and the extent of their influence crucial. The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of consumption across 26 consumer groups. This data provides a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

What makes this report unique and essential to read?

The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market, allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.

Key Features and Benefits

  • Consumer data, based upon proprietary surveys and then consumer group tracking and modeling for the following specific categories: Bottled Water, Sparkling Soft Drinks, Concentrates, Functional Drinks, Smoothies, Juices, and Ready to Drink Tea and Coffee.
  • Detailed consumer segmentation covering over 26 consumer groups, 20 consumer trends, and consumption frequency for each product category.
  • Consumer penetration for brands and private labels, based upon the original survey and then subsequent consumer tracking and modeling.
  • Unique retailer choice data at the product category level, based upon the original survey and then subsequent consumer tracking and modeling.

Key Market Issues

  • The Functional Drinks market in Italy is dominated by men, who account for approximately two-thirds of the market by value. 
  • Heavy frequency consumption of Juices is highest among Kids and Babies, Tweens and Early Teens, Older Young Adults, and Pre-Mid-Lifers. These age groups encompass parents buying Juices for their children due to their beneficial nutritional content and then consuming the product together.
  • Sparkling Soft Drinks consumption peaks among Tweens and Early Teens and is lowest among Older Consumers. The availability of alcoholic drinks is an important reason for this decline, as older consumers may consume beverages such as beer or wine to relax or with meals, whereas children are limited to Soft Drinks.

Key Highlights

  • Bottled Water is the most valuable Soft Drinks market in Italy by value, followed by Sparkling Soft Drinks and Juices. However, a far higher volume of Bottled Water is consumed than Sparkling Soft Drinks or Juices, indicating that brands in these categories have been more successful at communicating value than Bottled Water and can therefore retail at a higher price.
  • Consumer survey results indicate that Personal space and time and Better value for money are the leading trends influencing Soft Drinks consumption in Italy. These are indicative of the role Soft Drinks play in relaxation and consumers' concerns over the state of the Italian economy and their own finances.
  • Private label penetration is highest for Concentrates and lowest for Functional Drinks. The low private label penetration of Functional Drinks indicates that retailers struggle to successfully convey the nutritional benefits of these beverages in their products.