T. Ozbun
Research expert covering food retail and all food topics for Italy and Brazil
Beverage industry in Italy - statistics & facts
Italy boasts a thriving beverage industry, even if it may not rank among the top countries in terms of non-alcoholic revenue and consumption. The country's remarkable market for alcoholic beverages, particularly its world-renowned wine production, stands out prominently. Following the wine segment, soft drinks and bottled waters made up a significant portion of the beverage industry accounting for close to a quarter of its total revenue
The export of non-alcoholic beverages from Italy surpassed imports both in terms of quantity and value, with a total export value of more than 875 million U.S. dollars. The United States stood out as the leading destination country for these exports.
Non-alcoholic drinks have a potential to grow further and close the gap with Italy’s main beverage segment, wine.
Italian market landscape
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 general growth and totaling over 24 billion euros as of the latest period. Cola-type drinks lead in terms of liters sold, followed by ice tea.The export of non-alcoholic beverages from Italy surpassed imports both in terms of quantity and value, with a total export value of more than 875 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 held the highest rate of consumption of carbonated beverages, with a share of 80 percent among those aged 14 to 19, while it was only 33 percent among individuals older than 75. The introduction of a planned sugar tax in 2025 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 more than 35 percent, surpassing 41 euros. Energy drinks have had the most significant impact on expenditure, with their retail price being close to three times that of cola drinks.Non-alcoholic drinks have a potential to grow further and close the gap with Italy’s main beverage segment, wine.
