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

Published: October 2013

Publisher: Canadean Ltd

Product ref: 185329

Pages: 102

Format: PDF

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Price: $ 3995.00

Report description

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 & 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 & Babies, Tweens & 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 & 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 & 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.

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 Soft 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 Bottled Water
3.2.2 Concentrates
3.2.3 Functional Drinks
3.2.4 Juices
3.2.5 Ready To Drink Tea & Coffee
3.2.6 Smoothies
3.2.7 Sparkling Soft Drinks
3.3 Behavioral Trends and Market Value
3.3.1 Bottled Water
3.3.2 Concentrates
3.3.3 Functional Drinks
3.3.4 Juices
3.3.5 Ready To Drink Tea & Coffee
3.3.6 Smoothies
3.3.7 Sparkling Soft Drinks
4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Bottled Water
4.1.2 Concentrates
4.1.3 Functional Drinks
4.1.4 Juices
4.1.5 Ready To Drink Tea & Coffee
4.1.6 Smoothies
4.1.7 Sparkling Soft Drinks
4.2 Consumer Profiles by Product Category
4.2.1 Bottled Water
4.2.2 Concentrates
4.2.3 Functional Drinks
4.2.4 Juices
4.2.5 Ready To Drink Tea & Coffee
4.2.6 Smoothies
4.2.7 Sparkling Soft Drinks
5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Soft Drinks Brand Choice and Private Label Consumer Penetration
5.2.1 Bottled Water
5.2.2 Concentrates
5.2.3 Functional Drinks
5.2.4 Juices
5.2.5 Ready To Drink Tea & Coffee
5.2.6 Smoothies
5.2.7 Sparkling Soft Drinks
6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers' Product Choices
6.1.1 Overall Soft Drinks
6.1.2 Bottled Water
6.1.3 Concentrates
6.1.4 Functional Drinks
6.1.5 Juices
6.1.6 Ready To Drink Tea & Coffee
6.1.7 Smoothies
6.1.8 Sparkling Soft Drinks
7 Consumption Impact: Market Valuation
7.1 Soft Drinks Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Soft 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 Soft 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 Soft Drinks
8.2 Retailer Volume Share by Category
8.2.1 Retail Share by Volume - Bottled Water
8.2.2 Retail Share by Volume - Concentrates
8.2.3 Retail Share by Volume - Functional Drinks
8.2.4 Retail Share by Volume - Juices
8.2.5 Retail Share by Volume - Ready To Drink Tea & Coffee
8.2.6 Retail Share by Volume - Smoothies
8.2.7 Retail Share by Volume - Sparkling Soft Drinks
8.3 Profiles of End-Consumers of Soft 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 PAM
8.3.10 Selex
8.3.11 Sisa
8.3.12 Other
9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Tables
Table 1: Volume Units for the Soft Drinks Market
Table 2: Foreign Exchange Rate - EUR vs. USD
Table 3: Italy Survey Respondent profile (weighted), 2012
Table 4: Italy Soft Drinks Value Share (%), by Age Groups, 2012
Table 5: Italy Soft Drinks Value Share (%), by Gender, 2012
Table 6: Italy Soft Drinks Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: Italy Soft Drinks Value Share (%) by Education Level Achieved Groups, 2012
Table 8: Italy Soft Drinks Value Share (%) by Wealth Groups, 2012
Table 9: Italy Soft Drinks Value Share (%) by Busy Lives Groups, 2012
Table 10: Italy Bottled Water Consumer Group Share (% market value), 2012
Table 11: Italy Concentrates Consumer Group Share (% market value), 2012
Table 12: Italy Functional Drinks Consumer Group Share (% market value), 2012
Table 13: Italy Juices Consumer Group Share (% market value), 2012
Table 14: Italy Ready To Drink Tea & Coffee Consumer Group Share (% market value), 2012
Table 15: Italy Smoothies Consumer Group Share (% market value), 2012
Table 16: Italy Sparkling Soft Drinks Consumer Group Share (% market value), 2012
Table 17: Italy Total Bottled Water Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 18: Italy Total Concentrates Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 19: Italy Total Functional Drinks Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 20: Italy Total Juices Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 21: Italy Total Ready To Drink Tea & Coffee Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 22: Italy Total Smoothies Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 23: Italy Total Sparkling Soft Drinks Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 24: Italy Bottled Water Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 25: Italy Bottled Water Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 26: Italy Concentrates Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 27: Italy Concentrates Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 28: Italy Functional Drinks Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 29: Italy Functional Drinks Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 30: Italy Juices Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 31: Italy Juices Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 32: Italy Ready To Drink Tea & Coffee Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 33: Italy Ready To Drink Tea & Coffee Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 34: Italy Smoothies Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 35: Italy Smoothies Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 36: Italy Sparkling Soft Drinks Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 37: Italy Sparkling Soft Drinks Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 38: Italy Bottled Water Consumer Profiles (% consumers by sub-group), 2012
Table 39: Italy Concentrates Consumer Profiles (% consumers by sub-group), 2012
Table 40: Italy Functional Drinks Consumer Profiles (% consumers by sub-group), 2012
Table 41: Italy Juices Consumer Profiles (% consumers by sub-group), 2012
Table 42: Italy Ready To Drink Tea & Coffee Consumer Profiles (% consumers by sub-group), 2012
Table 43: Italy Smoothies Consumer Profiles (% consumers by sub-group), 2012
Table 44: Italy Sparkling Soft Drinks Consumer Profiles (% consumers by sub-group), 2012
Table 45: Italy Soft Drinks Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 46: Italy Bottled Water Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 47: Italy Concentrates Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 48: Italy Functional Drinks Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 49: Italy Juices Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 50: Italy Ready To Drink Tea & Coffee Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 51: Italy Smoothies Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 52: Italy Sparkling Soft Drinks Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 53: Italy, Soft Drinks: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 54: Italy, Bottled Water: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 55: Italy, Concentrates: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 56: Italy, Functional Drinks: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 57: Italy, Juices: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 58: Italy, Ready To Drink Tea & Coffee: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 59: Italy, Smoothies: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 60: Italy, Sparkling Soft Drinks: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 61: Italy Soft Drinks Market Value (Euro million), by Category, 2012
Table 62: Italy Soft Drinks Market Value (US$ million), by Category, 2012
Table 63: Italy Soft Drinks Market Volume (Ltrs m), by Category, 2012
Table 64: Italy Soft Drinks Market Value (US$ million), by Category, 2012
Table 65: Italy Soft Drinks Expenditure Per Capita (Euro), by Category, 2012
Table 66: Italy Soft Drinks Expenditure Per Capita (US$), by Category, 2012
Table 67: Italy Soft Drinks Expenditure Per Household (Euro), by Category
Table 68: Italy Soft Drinks Expenditure Per Household (US$), by Category
Table 69: Italy Soft Drinks Market Volume (Ltrs m), by Category, 2012
Table 70: Italy Soft Drinks Consumption Per Capita (Ltrs), by Category, 2012
Table 71: Italy Soft Drinks Consumption Per Household (Ltrs), by Category, 2012
Table 72: Italy Soft Drinks Survey-tracked Retailer Shares by Volume (% of Ltrs m), 2012
Table 73: Italy Bottled Water Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 74: Italy Concentrates Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 75: Italy Functional Drinks Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 76: Italy Juices Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 77: Italy Ready To Drink Tea & Coffee Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 78: Italy Smoothies Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 79: Italy Sparkling Soft Drinks Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 80: Italy: Profile of Soft Drinks Consumers Whose Goods Mainly Come From Auchan (% by Subgroup, as tracked by the Survey), 2012
Table 81: Italy: Profile of Soft Drinks Consumers Whose Goods Mainly Come From Bennet SpA (% by Subgroup, as tracked by the Survey), 2012
Table 82: Italy: Profile of Soft Drinks Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2012
Table 83: Italy: Profile of Soft Drinks Consumers Whose Goods Mainly Come From Conad (% by Subgroup, as tracked by the Survey), 2012
Table 84: Italy: Profile of Soft Drinks Consumers Whose Goods Mainly Come From Coop Italia (% by Subgroup, as tracked by the Survey), 2012
Table 85: Italy: Profile of Soft Drinks Consumers Whose Goods Mainly Come From Despar Servizi (% by Subgroup, as tracked by the Survey), 2012
Table 86: Italy: Profile of Soft Drinks Consumers Whose Goods Mainly Come From Esselunga (% by Subgroup, as tracked by the Survey), 2012
Table 87: Italy: Profile of Soft Drinks Consumers Whose Goods Mainly Come From Eurospin (% by Subgroup, as tracked by the Survey), 2012
Table 88: Italy: Profile of Soft Drinks Consumers Whose Goods Mainly Come From PAM (% by Subgroup, as tracked by the Survey), 2012
Table 89: Italy: Profile of Soft Drinks Consumers Whose Goods Mainly Come From Selex (% by Subgroup, as tracked by the Survey), 2012
Table 90: Italy: Profile of Soft Drinks Consumers Whose Goods Mainly Come From Sisa (% by Subgroup, as tracked by the Survey), 2012
Table 91: Italy: Profile of Soft 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 Soft Drinks Value Share (%), by Age Groups, 2012
Figure 3: Italy Soft Drinks Value Share (%), by Gender, 2012
Figure 4: Italy Soft Drinks Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: Italy Soft Drinks Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: Italy Soft Drinks Value Share (%) by Wealth Groups, 2012
Figure 7: Italy Soft Drinks Value Share (%) by Busy Lives Groups, 2012
Figure 8: Italy Bottled Water Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: Italy Bottled Water Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: Italy Concentrates Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: Italy Concentrates Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: Italy Functional Drinks Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: Italy Functional Drinks Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: Italy Juices Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 15: Italy Juices Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 16: Italy Ready To Drink Tea & Coffee Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 17: Italy Ready To Drink Tea & Coffee Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 18: Italy Smoothies Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 19: Italy Smoothies Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 20: Italy Sparkling Soft Drinks Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 21: Italy Sparkling Soft Drinks Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 22: Italy Soft Drinks Market Share (US$ million), by Category, 2012
Figure 23: Italy Soft Drinks Expenditure Per Capita (US$), by Category, 2012
Figure 24: Italy Soft Drinks Expenditure Per Household (US$), by Category
Figure 25: Italy Soft Drinks Survey-tracked Retailer Shares by Volume (% of Ltrs m), 2012
Figure 26: Italy Bottled Water Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 27: Italy Concentrates Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 28: Italy Functional Drinks Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 29: Italy Juices Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 30: Italy Ready To Drink Tea & Coffee Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 31: Italy Smoothies Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 32: Italy Sparkling Soft Drinks Survey-tracked Retailer Shares by Volume (Ltrs m), 2012

Price: $ 3995.00

Related research categories

By sector: Soft drinks, General drinks

By market: Italy (in Europe)