Energy drinks is likely to continue posting solid growth in off-trade volume terms over the forecast period. Growth is likely to be fuelled by ongoing investment in innovation (both from leading manufacturers and from new players, including private label) as well as a wider distribution presence across different channels.
Reduced sugar energy drinks is projected to see stronger growth than regular energy drinks over the forecast period, in off-trade volume terms. With Italy’s new sugar tax set to come into force in 2025, and with consumers becoming more health conscious, it is likely that there will be a growing demand for reduced sugar energy drinks.
Over the review period, energy drinks managed to successfully win share at the expense of some of the most popular soft drinks categories in Italy, namely carbonates and RTD tea. Over the forecast period, the category is set to experience the reverse trend, with it being expected to face stronger competition with other soft drinks categories, but especially functional bottled water and sport drinks.
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Understand the latest market trends and future growth opportunities for the Energy Drinks industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Energy Drinks industry in Italy, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Energy Drinks
These are the aggregated total of regular and reduced sugar functional drinks designed to boost energy levels. Often lightly carbonated, these contain high levels of caffeine and a number of added water-soluble vitamins, most often a selection of B vitamins including niacin, pantothenic acid, vitamin B6, and vitamin B12. Ingredients can also include amino acids such as taurine and glucuronolactone, as well as herbal products such as guarana and ginseng. Can be carbonated or still. Leading brands in off-trade volume include Red Bull, Monster and RockStar. Glucose-based energy beverages such as Lucozade Energy are included here.
See all of our definitionsThis report originates from Passport, our Energy Drinks research and analysis database.
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