Summary

The global lemonade market has experienced significant growth, valued at $13.03 billion in 2021, and is projected to expand further, with a forecasted growth of 6.9% to reach nearly $22.22 billion by 2029. In Italy, the market is also growing, with a considerable contribution from notable lemon cultivations, especially in the southern regions, such as the IGP lemons of Syracuse used by Coca-Cola for their popular Fanta lemon-flavored drink. The Italian soft drink sector faces challenges due to COVID-19, with a 13% market contraction between 2019 and 2020, mainly affecting the HORECA channel. Additionally, the upcoming Sugar Tax, effective from 2022, imposes a 10-cent tariff per liter on beverages exceeding 25 grams of sugar per 1,000 milliliters, which is expected to reduce market volume by 16% from 2019 levels and impact manufacturer turnover and investment in sustainability and innovation. Despite these challenges, consumer preferences for healthier lifestyle choices have led to increased demand for quality, natural lemonades, particularly those made with Italian lemons, indicating a shift in the market towards products with health benefits.

Trends and Key Figures in the Italian Lemonade Market

In Italy, the lemonade market has experienced substantial growth, fueled by consumers' increasing interest in maintaining a healthier lifestyle. One of the most notable trends within the Italian lemonade sector is the pursuit of high-quality ingredients, which is clearly shown through the preference for Italian lemons, particularly the IGP lemons from Syracuse. These lemons are not only a domestic agricultural highlight but have also caught the attention of major multinational companies like Coca-Cola, which has recently launched a sugar-free lemonade variation using this quality citrus. In terms of the supply structure, we can identify the concentration of the market within a few key players including San Pellegrino, Coca-Cola, and Lemonsoda, with supermarkets and hypermarkets being substantial actors as well.

These companies capitalize on Italy's rich citrus resources and have been innovating to adapt to the new sugar tax regulations that prioritize lower-sugar recipes. The geographical distribution of lemon cultivation is vastly slanted towards the southern regions, with Sicily accounting for the lion's share of cultivation, followed by regions like Campania and Calabria. Consumer spending trends in Italy showcase an interesting dynamic where average monthly household expenditure on soft drinks, including lemonades, has seen a general upward trend, increasing by about 1 to 2 percent. This spending trend is heightened in the South and Islands compared to the Central and Northern regions of the country. However, the industry faced challenges due to the Covid-19 pandemic and lockdowns, especially linked to the HORECA channel, which is crucial for the beverage industry. With the introduction of the sugar tax expected to have further implications, the market has been preparing to adapt. In conclusion, the Italian lemonade market has been leaning towards quality and health, underpinned by the quality of domestic lemons and innovative responses to new health regulations. Despite the challenges posed by the pandemic and tax changes, the market shows a resilient trend towards growth and adaptation.

Key Players Shaping the Italian Lemonade Landscape

The ever-evolving Italian lemonade market is characterized by its rich heritage and innovative trends, led by prominent brands that have established themselves as household names. These frontrunners in the Italian lemonade market have not only captured the essence of traditional recipes but have also embraced the changing consumer preferences towards healthier and high-quality beverages.

  • San Pellegrino : A name synonymous with Italian sparkling beverages, San Pellegrino S.p.A. has been a purveyor of fine mineral water and effervescent soft drinks since its inception in 1932. Nestled in the heart of San Pellegrino Terme, where the company first started, San Pellegrino has crafted a legacy in lemonade with its classic Italian lemons since the 1960s. The brand's commitment to quality and tradition keeps it at the forefront of the lemonade market.
  • Lemonsoda : With roots that trace back to Piedmont, Lemonsoda's journey spans over nine decades, combining the pristine mineral water from Fonti di Crodo with the zestful Sicilian citrus fruits. The refreshing scent and distinctive flavor bring to life fond memories of Italy's rich lemonade heritage. Lemonsoda, crafted by the company Terme di Crodo S.r.l., takes pride in its original recipes dating back to 1934, ensuring that each sip is infused with history and taste.
  • Coca-Cola : A global beverage titan, Coca-Cola entered the Italian lemonade segment with its acquisition of the Lurisia brand in 2019. With a sharp focus on catering to the health-conscious audience, Coca-Cola Italia introduced a no-added-sugar Fanta lemonade variant, featuring 100% Syracuse IGP lemon juice. This innovation underscores Coca-Cola's commitment to investing in the Sicilian economy and tapping into the region's rich citrus resources.
  • Additionally, retail giants in the supermarket and hypermarket sectors have emerged as key players in the distribution and retail landscape of lemonades. Companies like Carrefour extend their influence by offering a range of lemonade products under their private labels, providing consumers with diverse choices that often include affordable and accessible options.

Together, these pivotal actors set the dynamics of the Italian lemonade market, contributing to a rich tapestry woven with traditional values, modern sensibilities, and a collaborative spirit that uplifts the entire value chain from local citriculture to global brand recognition.

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  • Last update : 06/02/2023
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Summary and extracts

1 Market Overview

1.1 Definition and presentation

Lemonade is a non-alcoholic drink that is made by combining sugar, lemon juice and water. This drink is thought to have been invented in France in the 16th century.

There are several types of lemonade:

-Pink lemonade, which is sweeter

-Yellow lemonade, more sour

Globally, the lemonade market has grown by leaps and bounds in recent years due in part to consumers' continuing quest for a healthier lifestyle. Natural lemonade is in fact un important source of vitamin C.

The size of the lemonade market has been estimated at $13.03 billion in 2021.

In Italy, too, the lemonade market is growing due to its beneficial properties for the body but not only. For Italians, lemonade is also synonymous with getting together with friends, in fact it can be consumed either alone or accompanied by alcoholic beverages.

Another factor in the growth of the lemonade market in Italy is definitely the presence of substantial lemon cultivations especially in the South of the country. In particular, it is necessary to mention the IGP lemons of Syracuse, one of Italy's gastronomic excellences, which are also used by Coca Cola for the production of its lemon-flavored soft drinks. In 2020 Fanta created a lemon-flavored soft drink that uses precisely this type of lemon and is becoming increasingly popular, not only in Italy but also in the rest of the world.

One trend, therefore, that is increasingly easy to find in this type of market is the search for quality. Italian lemons, used to produce lemonade, are of a very good quality and combined with the beneficial properties of lemons make Italian lemonade an absolutely desirable product for today's consumers.

1.2 Global Market

The size of the lemonade market has been estimated at $**.** billion in ****, and total sales are expected to grow by *.* percent between **** and ****, reaching nearly $**.** billion.

Global lemonade market World, ****-****, in millions of dollars Source: ****

North America holds the largest market share at **.* percent in ****. The result is increased public ...

1.3 Italian Market

The production and sale of soft drinks in Italy employs **,*** Italians full-time in activities related to the production, processing and marketing of the sector's products. Those involved in the supply chain generate an added value of *.* billion euros and contribute  with *.* billion euros to the Italian state coffers in taxes and ...

1.4 Impact covid

The soft drinks sector has been hit hard by the Covid-** emergency, and the introduction of the Sugar Tax scheduled for January *, ****, which we will discuss in Section *, is likely to cause new and heavy effects on the market with obvious repercussions on the economic and employment values expressed by the ...

2 Demand analysis

2.1 Demand trend: Lemonade as a source of health and quality

Lemonade is believed to have multiple health benefits, such as being rich in vitamin C. Natural lemonade can provide nutritional benefits without compromising taste. In recent years, people's preference for proper health and well-being has led to an increase in demand for lemonade.

Consumer demand for organic lemonade is rapidly increasing. ...

2.2 Seasonality of demand

Google Trends allows us to analyze interest over time for the word "lemonade." The graph above represents the proportion of searches for a given keyword in a specific region and for a specific time period, compared to when the use of that keyword was highest (***). Thus, a value of ** means that ...

2.3 Analysis of soft drink spending in Italy

A good indicator of demand for any product is average consumer spending on that product. In fact, excluding goods that satisfy essential needs, consumers who spend more on a certain product, in this case soft drinks, are more likely to spend more on it in the future as well and thus ...

2.4 Geographical distribution of demand

Also using Google Trends, we analyzed the interest in the word lemonade in the various Italian regions during the period **/*/**** - **/*/****. These analyses show that the region with the highest interest in lemonade is Campania. This is followed by Sardinia and Basilicata. In general, it can be seen that there is ...

3 Market structure

3.1 The main market players

The most important players in the market for industrially produced lemonade in Italy are: San Pellegrino, Coca Cola, and Lemonsoda.

Sanpellegrino S.p.A. is an Italian company that produces mineral water and soft drinks, founded in **** in San Pellegrino Terme, where the production facilities are located. San Pellegrino has been ...

3.2 Soft drink market structure

The Italian market, as represented by the Bevitalia ****-**** yearbook, is a market in which about ** companies operate, as we will see in the next section, but with a high concentration: the top * (***). The remaining ** percent is made up of smaller producers, which often stand out for their lively distribution in ...

3.3 Geographical distribution of lemon production

Lemon cultivation in Italy is concentrated in the South (***). Campania is the second largest Region, with about *,*** hectares representing just under *% of the national total

Source: ****

Along with the Italian product, lemons imported from Spain, Argentina, Turkey, South Africa, Uruguay are also sold in Italy. The market picture is also quite ...

4 Supply analysis

4.1 Types of lemonade

There are several types of lemonade:

-Pink lemonade,sweeter (***) for coloring.

-Yellow lemonade,more tart ( Lemonade is made only with water, lemon and sugar, while pink lemonade uses them as a base but may also include red dye or something like strawberry, raspberry or cranberry juice.

In addition, the market can ...

4.2 Price analysis

Below we provide a price analysis of some of the major lemonade brands in Italy.

To analyze the price of non-alcoholic beverages in Italy and its evolution over time, we must start by looking at the CPI, which measures average changes in the prices of goods and services purchased by ...

4.3 Supply trends

Syracuse IGP Lemon in new sugar-free Fanta Lemonade New production line already underway for the Sibeg plant, which bottles and distributes Coca Cola brand soft drinks.

In fact, the multinational company is launching Fanta Lemonade on the market without added sugar with *** percent PGI Syracuse lemon juice. Thus increases the amount ...

5 Regulations

5.1 Regulation

Regarding the production of soft drinks, Presidential Decree No. *** of May **, **** lists the substances that may be used.

If a new substance other than those listed in Presidential Decree No. ***/**** is to be used in the production of soft drinks, Article **, third paragraph, of the aforementioned decree, as amended by Presidential ...

6 Positioning of actors

6.1 Segmentation

  • San Pellegrino
  • San Benedetto SPA
  • Coca-Cola Italia
  • Carrefour Italia
  • Esselunga s.p.a
  • Coop
  • Lemonsoda

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Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

San Pellegrino
San Benedetto SPA
Coca-Cola Italia
Carrefour Italia
Esselunga s.p.a
Coop
Lemonsoda

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