Ready-to-Drink (RTD) Coffee & Tea - Italy

The Ready-to-Drink (RTD) Coffee & Tea market in Italy has been experiencing significant growth in recent years.

Customer preferences: Italian consumers have shown a growing preference for convenience and on-the-go consumption, which has contributed to the increasing demand for ready-to-drink coffee and tea products. The busy lifestyles of modern Italians have led to a shift towards convenient beverage options that can be consumed quickly and easily.

Trends in the market: One of the key trends in the RTD Coffee & Tea market in Italy is the rising popularity of iced coffee and tea beverages. As the weather in Italy can get quite hot, especially during the summer months, consumers are seeking refreshing and cooling beverages. Iced coffee and tea products provide a convenient and enjoyable way to beat the heat while also satisfying the need for caffeine or a flavorful beverage. Another trend in the market is the growing interest in healthier and more natural options. Italian consumers are becoming more health-conscious and are seeking beverages that are made with natural ingredients and have reduced sugar content. This has led to the introduction of a variety of RTD coffee and tea products that are marketed as healthier alternatives, such as those made with organic ingredients or sweetened with natural sweeteners.

Local special circumstances: Italy has a strong coffee culture, with espresso being a popular beverage choice. However, the RTD coffee market in Italy has managed to carve out a niche for itself by offering products that cater to different consumer preferences. While traditional espresso is still widely consumed, RTD coffee products provide a convenient and portable option for those who are on the go or prefer a different flavor profile.

Underlying macroeconomic factors: The growing RTD Coffee & Tea market in Italy can also be attributed to the overall growth of the beverage industry in the country. Italy has a strong tradition of coffee consumption, and the market for coffee and tea products has been steadily expanding. The increasing disposable income of Italian consumers has also played a role in driving the demand for RTD coffee and tea products. As consumers have more discretionary income, they are willing to spend on convenient and premium beverage options. Additionally, the presence of a large number of cafes and coffee shops in Italy has helped to create awareness and drive the popularity of RTD coffee and tea products. In conclusion, the Ready-to-Drink (RTD) Coffee & Tea market in Italy has been growing due to the preferences of Italian consumers for convenience and on-the-go consumption. The rising popularity of iced coffee and tea beverages and the demand for healthier and more natural options have also contributed to the growth of the market. The strong coffee culture in Italy and the overall growth of the beverage industry, along with the increasing disposable income of consumers, have further fueled the development of the RTD Coffee & Tea market in the country.

Data coverage:

The data encompasses B2C enterprises. The at-home market covers retail sales via super- and hypermarkets, eCommerce, convenience stores, or similar sales channels. The out-of-home data encompasses all sales to hotels, restaurants, catering, cafés, bars, and similar hospitality service establishments. Combined numbers encompass both the at-home market and the out-of-home market. Both the at-home and the out-of-home market are valued at retail selling prices including all sales and consumption taxes.

Modeling approach:

Market sizes are determined through a Top-Down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, national statistical offices, international institutions, trade associations, companies, the trade press, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, consumer spending (e.g. consumer spending on Non-Alcoholic Drinks, consumer spending at Hotels, Restaurants etc.), and price level index. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the exponential trend smoothing is well suited for forecasting the Non-Alcoholic Drinks market with a projected steady growth. The main drivers are GDP per capita and consumer spending per capita.

Additional notes:

The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year.