The lemonade market - Italy

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. As citizens become more health-conscious, the demand for natural and vitamin C-rich drinks like lemonade has surged, leading to a market size that was estimated between $12 and $14 billion in 2021. 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 between 2017 and 2019. 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.

Informazioni

• Pagine : 30 pags
• Formato : Versione PDF e digitale
• Ultimo aggiornamento : 06/02/2023

Dettaglio degli aggiornamenti

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