Ready-to-Drink (RTD) Coffee - Italy

The Ready-to-Drink (RTD) Coffee market in Italy has been experiencing significant growth in recent years.

Customer preferences: Italian consumers have shown a growing preference for convenience and on-the-go consumption, which has contributed to the rise of the RTD Coffee market. The fast-paced lifestyle of modern Italians has led to an increased demand for ready-to-drink beverages that can be easily consumed while commuting or at work. Additionally, the popularity of coffee culture in Italy has also played a role in driving the demand for RTD Coffee. Italians have a strong appreciation for the taste and aroma of coffee, and the availability of high-quality RTD Coffee products has allowed them to enjoy their favorite beverage in a convenient format.

Trends in the market: One of the key trends in the RTD Coffee market in Italy is the growing popularity of cold brew coffee. Cold brew coffee is made by steeping coffee grounds in cold water for an extended period of time, resulting in a smooth and less acidic flavor. This trend reflects the global shift towards healthier and more natural beverage options. Cold brew coffee is often perceived as a healthier alternative to traditional hot brewed coffee, as it contains lower levels of acidity and bitterness. This trend is also driven by the increasing awareness of the health benefits associated with coffee consumption, such as its antioxidant properties and potential to improve cognitive function. Another trend in the RTD Coffee market in Italy is the introduction of innovative flavors and ingredients. Manufacturers are constantly exploring new flavor combinations and ingredients to cater to the diverse preferences of Italian consumers. This includes the use of natural sweeteners, such as stevia, and the incorporation of unique flavors, such as caramel or hazelnut. These innovations not only enhance the taste of RTD Coffee products but also differentiate them from competitors in the market.

Local special circumstances: Italy has a strong coffee culture, with a long-standing tradition of espresso consumption. This cultural preference for espresso has influenced the development of the RTD Coffee market in the country. Italian consumers have high expectations when it comes to the taste and quality of coffee, and manufacturers have had to adapt their products to meet these standards. This has resulted in the availability of premium RTD Coffee options in the market, which appeal to consumers who value the authentic taste of Italian coffee.

Underlying macroeconomic factors: The growing RTD Coffee market in Italy can also be attributed to favorable macroeconomic factors. The country has experienced stable economic growth in recent years, which has increased consumer spending power. This has allowed Italian consumers to indulge in premium and convenience-driven products, such as RTD Coffee. Additionally, the rise of e-commerce and online grocery platforms has made it easier for consumers to access a wide range of RTD Coffee products, further driving market growth. In conclusion, the Ready-to-Drink (RTD) Coffee market in Italy is experiencing growth due to the preferences of Italian consumers for convenience and on-the-go consumption, the popularity of coffee culture, the trend towards healthier and more natural beverages, the introduction of innovative flavors and ingredients, the influence of the country's strong coffee culture, and favorable macroeconomic factors.

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.