1.1 Definition and presentation
Soft drinks include all gaseous and non-alcoholic drinks (max 1%). They are preserved by sugar, carbon dioxide or pasteurization. The soft drinks market is therefore a sub-segment of the beverage industry, and includes a large number of product categories, among the most popular:
- Fruit juices
- Carbonated drinks
- Iced teas
The Italian soft drinks market has seen a swinging evolution in the last ten years, mainly driven by decreasing demand and increasing alternative offerings. The sector counts a considerable number of companies, but the dominance of some international giants remains and characterizes the high market concentration. Alongside the multinationals, thanks to the new demands of consumers, a multiplicity of small businesses have been progressively appearing in the sector, in an attempt to reach niche markets that arise as a result of the transformations of the food industry. Consequently, beverages marketed with lower quantities of sugar, vegan ingredients and tropical flavors increase and potentially transform the competitive environment.
The soft drinks market includes any non-alcoholic beverage. For the scope and limitation of the study though, mineral water (bottled water) will be excluded by default, unless otherwise specified.
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