The global infusion market, a sub-segment of the non-alcoholic beverage industry that includes products such as herbal teas, experienced a significant expansion with a value of $720.7 million in 2022 and is expected to grow at a CAGR of 3.2% to reach $987.5 million by 2032. Infusions, representing about 3.2% of the global tea market, have seen increased demand due to their health benefits and variety, with market leaders offering 10 to 15 different lines. Italy's market for infusions has been particularly robust, surpassing 200 million euros in 2022, with a 20% growth over the pre-Covid period, benefiting from a consumer shift toward health-oriented products. The Italian soft drinks market, wherein infusions are gaining popularity, aided by the hot weather, tourism recovery, and the horeca channel's complete reopening.

Resurgence and Preferences in Italy's Beverage Consumption

The Italian beverage market, specifically the soft drink segment, experienced a significant rebound in 2022, shrugging off the downturn induced by the pandemic in 2020. The total consumption of soft drinks in Italy, merging both carbonated and still beverages, showcased an upward trajectory, with consumption estimates landing between 3,100 and 3,300 million liters for the year 2022. This marks a commendable rise of approximately 10-12 percent compared to the prior year. A notable influencer for this surge in consumption may be attributed to exceptionally warm weather during the spring and summer seasons, accompanied by the full-fledged opening of hospitality venues and a revival in tourism—both domestic and international. Within this bracket of revitalization, Carbonated Soft Drinks (CSDs) claimed the majority share, accounting for over two-thirds of the carbonated segment. Such drinks bear a long-standing tradition and a robust foothold in the Italian drinks market. The frontrunner in CSDs remains Cola, which dominates with more than half of the total carbonated soft drink sales, perhaps buoyed by sizeable promotional and advertising efforts. This soft drink successfully transcends beyond casual consumption, making notable appearances in dining settings such as fast food eateries and pizzerias. In contrast to the deep-rooted association of Orangeades with Italian citrus tradition, these beverages own a comparatively modest portion of the market, hovering around 15 percent. As market dynamics continue to shift, a blend of climatic conditions, socioeconomic changes, and consumer behavior will undeniably play pivotal roles in molding future demand within Italy's beverage industry.

Key Infusion and Beverage Industry Players in the Italian Market

In the dynamic infusion and beverage market of Italy, several key players stand out for their unique positioning and product offerings. Below is an overview of the main market participants that have made significant strides within this industry:

  • Twinings: With a history dating back to 1706, Twinings holds a reputation for offering a wide variety of high-quality teas, infusions, and related products. Known for their classic blends, they have adapted to the modern market with innovative herbal and fruit infusions, catering to the health-conscious consumer and solidifying their position as a market leader.
  • Pompadour: As an established name in the infusion industry, Pompadour offers an extensive selection of teas, herbal, and fruit infusions. Their diverse product portfolio includes organic options, keeping up with the trend towards natural and wellness-oriented products. Pompadour remains a beloved choice among Italian consumers for its commitment to both tradition and innovation.
  • Lipton: Owned by Unilever, Lipton is one of the world's leading tea brands with a global presence, including in Italy. Offering a variety of black, green, and herbal teas, Lipton appeals to a broad audience. Their range of tea bags and ready-to-drink beverages makes them a convenient option for on-the-go consumption.
  • Wilden.herbals: As a newer entrant to the market, Wilden.herbals focuses on functional infusions and fermented beverages that can be enjoyed hot or cold. Their use of traditional medicinal herbs with a modern twist resonates well with the contemporary Italian consumer. Wilden.herbals emphasizes natural ingredients, artisanal production, and a gourmet experience, setting them apart from competitors.
  • Starbucks: Although primarily known for its coffee, Starbucks has also tapped into the tea and infusion market, leveraging its vast retail presence. Offering teas that double as both refreshments and lifestyle choices, Starbucks caters to the younger demographic seeking premium experiences.

These players have contributed significantly to the infusion and soft drink market's vibrancy, each with their own strategy to capture the diverse tastes and preferences of Italian consumers. Their combined efforts continue to drive innovation and growth, ensuring that Italy's love affair with infusions and well-being beverages remains as strong as ever.

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Summary and extracts

1 Market Overview

1.1 Definition and presentation

Infusion refers to an extraction method of initially immersing a plant in hot water that is then allowed to cool to extract the active ingredients or natural flavors. The term infusion refers to the liquid thus obtained. The market is a sub-segment of the large non-alcoholic beverage industry, and includes a variety of products that differ, however, from traditional tea.

Originally used for medicinal purposes, infusions have been known since 2737 B.C., when the Chinese emperor Chen Nung first immersed a tea leaf in hot water. Today there are many different varieties of herbal teas, including black, green, and white teas, as well as teas with chamomile, ginger, verbena, and many others. These products can be sold in bags or jars, in supermarkets or specialty stores.

In Italy, the market is experiencing an impressive explosion, with growth of +14.1 percent in 2018 over the previous year, reflecting a shift in consumer orientation toward healthy products and the need for more variety in product lines and especially in soft drinks-a market that instead is stagnating with declines in both value (-1.7 percent) and volume (-4.1 percent) in the

Infusions, in fact, are benefiting from both an established awareness and growing positive word-of-mouth of their impact on physical and mental well-being. In addition, the opportunity to have a wide assortment of products-the market leaders have between 10 and 15 different lines-seems to be driving demand both at home and away from home. However, the industry presents a relatively concentrated picture, with strong market shares in the hands of a small number of players, who continue to benefit from the power and dominance of their brand.

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Cà dei Fiori
Laboratori Biokyma S.r.l
La via del tè
Bonomelli S.r.l
Erbamea S.r.l
Erbaflor Peruzzo S.r.l

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