Bottled Water - Italy

The Bottled Water market in Italy has been experiencing steady growth in recent years, driven by changing consumer preferences and local special circumstances.

Customer preferences: Italian consumers have shown a growing preference for bottled water over other beverages, such as carbonated drinks or sugary juices. This can be attributed to a shift towards healthier lifestyles and a greater emphasis on hydration. Bottled water is seen as a convenient and portable way to stay hydrated throughout the day, especially for those on the go. Additionally, concerns about tap water quality and the desire for a cleaner and safer alternative have also contributed to the increased demand for bottled water.

Trends in the market: One of the key trends in the Bottled Water market in Italy is the rising popularity of premium and functional bottled water. Consumers are willing to pay a premium for bottled water that offers additional health benefits, such as enhanced mineral content or added vitamins. This trend is driven by the growing awareness of the importance of hydration and the desire for products that offer more than just basic hydration. Another trend in the market is the increasing demand for sustainable packaging options. Italian consumers are becoming more conscious of the environmental impact of single-use plastic bottles and are actively seeking alternatives. This has led to the emergence of eco-friendly packaging solutions, such as biodegradable bottles or refillable containers, which cater to the growing demand for sustainable options.

Local special circumstances: Italy has a strong tradition of consuming mineral water, which has contributed to the growth of the Bottled Water market. The country is known for its natural springs and mineral-rich water sources, which are highly regarded for their purity and taste. Italian consumers have a preference for mineral water that is sourced locally, as they trust the quality and authenticity of these products. Furthermore, Italy is a popular tourist destination, attracting millions of visitors each year. The tourism industry plays a significant role in driving the demand for bottled water, as tourists often prefer to consume bottled water rather than tap water in unfamiliar surroundings. This influx of tourists has contributed to the overall growth of the Bottled Water market in Italy.

Underlying macroeconomic factors: The growing economy and rising disposable incomes in Italy have also played a role in the development of the Bottled Water market. As consumers have more purchasing power, they are able to afford premium bottled water and are willing to spend more on products that offer health benefits. Additionally, the convenience and portability of bottled water make it an attractive option for busy individuals who are willing to pay for convenience. In conclusion, the Bottled Water market in Italy is experiencing growth due to changing consumer preferences, including a shift towards healthier lifestyles and a desire for convenience and safety. The market is also influenced by local special circumstances, such as the tradition of consuming mineral water and the impact of tourism. The underlying macroeconomic factors, such as a growing economy and rising disposable incomes, have further contributed to the development of the market.

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.