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

Published: October 2013

Publisher: Canadean Ltd

Product ref: 185338

Pages: 69

Format: PDF

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Price: $ 3995.00

Report description

Product Synopsis
This report provides the results for the Hot 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 Hot 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 Hot 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. Coffee, Tea, and Other Hot Drinks are not considered essential items and therefore consumption patterns have been affected widely. 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: Coffee, Tea, and Other Hot Drinks.

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
Consumer analysis reveals that consumption of Hot Drinks increases with age. Together with Mid-Lifers, Older Consumers account for over three-fifths of overall Hot Drinks consumption, making them the most important demographic for Hot Drinks producers and marketers.

Women account for more Hot Drinks consumption than men, suggesting a strong market for Hot Drinks targeted at this gender.

Tea consumption is low among young adults, with Light and Non-users accounting for over half the population in each respective age group. As such, marketing campaigns should target consumers in older age groups.

Key Highlights
Among Hot Drinks, Coffee accounts for the largest share of consumption in the country, both in value and volume terms. This is expected to continue given the high consumption frequency of Coffee in relation to the Tea and Other Hot Drinks categories, and the habitual nature of Hot Drinks consumption.

Consumer survey results indicate that Personal space and time and Better value for money are the leading trends influencing Hot Drinks consumption in Italy. These are indicative of the role Hot Drinks play in relaxation and consumers’ concerns over the state of the Italian economy and their own finances.

Hot drinks in Italy are dominated by branded products, while private label products have less than a 10% market penetration. Given the strong distribution network of branded outlets and international manufacturers, the market presence of branded hot drinks is unlikely to weaken in the near future.

Table of contents

1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Exchange Rates
1.2.6 Population Profiles (for interpretation of tables and charts)
2 Methodology
2.1 Introduction
2.2 Initial data are based on a large scale, international program of online consumer surveys
2.3 Demographic groups tracking provides time series data
3 Consumer Segmentation, Group Value and Trend Influence
3.1 Cohort Groups and Hot Drinks Market Value
3.1.1 Age Groups
3.1.2 Gender Groups
3.1.3 Location Groups
3.1.4 Education Achieved Groups
3.1.5 Wealth Groups
3.1.6 Busy Lives Groups
3.2 Cohort Groups and Market Value by Category
3.2.1 Coffee
3.2.2 Other Hot Drinks
3.2.3 Tea
3.3 Behavioral Trends and Market Value
3.3.1 Coffee
3.3.2 Other Hot Drinks
3.3.3 Tea
4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Coffee
4.1.2 Other Hot Drinks
4.1.3 Tea
4.2 Consumer Profiles by Product Category
4.2.1 Coffee
4.2.2 Other Hot Drinks
4.2.3 Tea
5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Hot Drinks Brand Choice and Private Label Consumer Penetration
5.2.1 Coffee
5.2.2 Other Hot Drinks
5.2.3 Tea
6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers' Product Choices
6.1.1 Overall Hot Drinks
6.1.2 Coffee
6.1.3 Other Hot Drinks
6.1.4 Tea
7 Consumption Impact: Market Valuation
7.1 Hot Drinks Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Hot Drinks Value Analysis by Category
7.2.1 Market Value by Category
7.2.2 Expenditure per Capita by Category
7.2.3 Expenditure per Household by Category
7.3 Hot Drinks Volume Impact of Consumer Behavior Trends
7.3.1 Market Volume by Category
7.3.2 Consumption per Capita by Category
7.3.3 Consumption Per Household by Category
8 Retailer Choice and Category Share
8.1 Retailer Volume Share
8.1.1 Retailer Volume Share in Hot Drinks
8.2 Retailer Volume Share by Category
8.2.1 Retail Share by Volume - Coffee
8.2.2 Retail Share by Volume - Other Hot Drinks
8.2.3 Retail Share by Volume - Tea
8.3 Profiles of End-Consumers of Hot Drinks, by Retailer Used
8.3.1 Auchan
8.3.2 Bennet SpA
8.3.3 Carrefour
8.3.4 Conad
8.3.5 Coop Italia
8.3.6 Despar Servizi
8.3.7 Esselunga
8.3.8 Eurospin
8.3.9 Interdis
8.3.10 PAM
8.3.11 Selex
8.3.12 Sisa
8.3.13 Other
9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Tables
Table 1: Volume Units for the Hot Drinks Market
Table 2: Foreign Exchange Rate - EUR vs. USD
Table 3: Italy Survey Respondent profile (weighted), 2012
Table 4: Italy Hot Drinks Value Share (%), by Age Groups, 2012
Table 5: Italy Hot Drinks Value Share (%), by Gender, 2012
Table 6: Italy Hot Drinks Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: Italy Hot Drinks Value Share (%) by Education Level Achieved Groups, 2012
Table 8: Italy Hot Drinks Value Share (%) by Wealth Groups, 2012
Table 9: Italy Hot Drinks Value Share (%) by Busy Lives Groups, 2012
Table 10: Italy Coffee Consumer Group Share (% market value), 2012
Table 11: Italy Other Hot Drinks Consumer Group Share (% market value), 2012
Table 12: Italy Tea Consumer Group Share (% market value), 2012
Table 13: Italy Total Coffee Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 14: Italy Total Other Hot Drinks Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 15: Italy Total Tea Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 16: Italy Coffee Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 17: Italy Coffee Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 18: Italy Other Hot Drinks Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 19: Italy Other Hot Drinks Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 20: Italy Tea Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 21: Italy Tea Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 22: Italy Coffee Consumer Profiles (% consumers by sub-group), 2012
Table 23: Italy Other Hot Drinks Consumer Profiles (% consumers by sub-group), 2012
Table 24: Italy Tea Consumer Profiles (% consumers by sub-group), 2012
Table 25: Italy Hot Drinks Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 26: Italy Coffee Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 27: Italy Other Hot Drinks Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 28: Italy Tea Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 29: Italy Hot Drinks: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 30: Italy Coffee: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 31: Italy Other Hot Drinks: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 32: Italy Tea: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 33: Italy Hot Drinks Market Value (Euro million), by Category, 2012
Table 34: Italy Hot Drinks Market Value (US$ million), by Category, 2012
Table 35: Italy Hot Drinks Market Volume by Category, 2012
Table 36: Italy Hot Drinks Market Value (US$ million), by Category, 2012
Table 37: Italy Hot Drinks Expenditure Per Capita (Euro), by Category, 2012
Table 38: Italy Hot Drinks Expenditure Per Capita (US$), by Category, 2012
Table 39: Italy Hot Drinks Expenditure Per Household (Euro), by Category
Table 40: Italy Hot Drinks Expenditure Per Household (US$), by Category
Table 41: Italy Hot Drinks Market Volume (Ltr m) by Category, 2012
Table 42: Italy Hot Drinks Consumption Per Capita by (Ltr) Category, 2012
Table 43: Italy Hot Drinks Consumption Per Household by (Ltr) Category, 2012
Table 44: Italy Hot Drinks Survey-tracked Retailer Shares by Volume (% of Kg m), 2012
Table 45: Italy Coffee Survey-tracked Retailer Shares by Volume (Kg m), 2012
Table 46: Italy Other Hot Drinks Survey-tracked Retailer Shares by Volume (Kg m), 2012
Table 47: Italy Tea Survey-tracked Retailer Shares by Volume (Kg m), 2012
Table 48: Italy: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Auchan (% by Subgroup, as tracked by the Survey), 2012
Table 49: Italy: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Bennet SpA (% by Subgroup, as tracked by the Survey), 2012
Table 50: Italy: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2012
Table 51: Italy: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Conad (% by Subgroup, as tracked by the Survey), 2012
Table 52: Italy: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Coop Italia (% by Subgroup, as tracked by the Survey), 2012
Table 53: Italy: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Despar Servizi (% by Subgroup, as tracked by the Survey), 2012
Table 54: Italy: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Esselunga (% by Subgroup, as tracked by the Survey), 2012
Table 55: Italy: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Eurospin (% by Subgroup, as tracked by the Survey), 2012
Table 56: Italy: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Interdis (% by Subgroup, as tracked by the Survey), 2012
Table 57: Italy: Profile of Hot Drinks Consumers Whose Goods Mainly Come From PAM (% by Subgroup, as tracked by the Survey), 2012
Table 58: Italy: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Selex (% by Subgroup, as tracked by the Survey), 2012
Table 59: Italy: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Sisa (% by Subgroup, as tracked by the Survey), 2012
Table 60: Italy: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2012

List of Figures
Figure 1: Consumer Trends Report Methodology
Figure 2: Italy Hot Drinks Value Share (%), by Age Groups, 2012
Figure 3: Italy Hot Drinks Value Share (%), by Gender, 2012
Figure 4: Italy Hot Drinks Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: Italy Hot Drinks Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: Italy Hot Drinks Value Share (%) by Wealth Groups, 2012
Figure 7: Italy Hot Drinks Value Share (%) by Busy Lives Groups, 2012
Figure 8: Italy Coffee Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: Italy Coffee Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: Italy Other Hot Drinks Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: Italy Other Hot Drinks Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: Italy Tea Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: Italy Tea Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: Italy Hot Drinks Market Value (US$ million), by Category, 2012
Figure 15: Italy Hot Drinks Expenditure Per Capita (US$), by Category, 2012
Figure 16: Italy Hot Drinks Expenditure Per Household (US$), by Category
Figure 17: Italy Hot Drinks Survey-tracked Retailer Shares by Volume (% of Kg m), 2012
Figure 18: Italy Coffee Survey-tracked Retailer Shares by Volume (Kg m), 2012
Figure 19: Italy Other Hot Drinks Survey-tracked Retailer Shares by Volume (Kg m), 2012
Figure 20: Italy Tea Survey-tracked Retailer Shares by Volume (Kg m), 2012

Price: $ 3995.00

Related research categories

By sector: Hot drinks, General drinks

By market: Italy (in Europe)