Overall, bottled water performance is set to show a flat performance over the forecast period, albeit with off-trade volume inching back from its negative slumps towards a slightly more positive performance. The maturity of the category will continue to be a factor at play, as per capita consumption is already high, along with the fact that lower-income consumers are tending to switch to tap/filter water – while inflationary pressures persist, at least.
The ongoing revival of foodservice will also influence sales of bottled water through off-trade channels – particularly in areas of tourism. Indeed, with strong tourist footfall during good weather seasons, this will likely inspire consumers to sit down at a café and enjoy their refreshing bottled water, while they watch the world go by.
Bottled water will continue to head towards category consolidation over the forecast period, with polarisation also expected. One the one hand, we expect ongoing developments in premium areas (e.
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Understand the latest market trends and future growth opportunities for the Bottled Water industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Bottled Water
This category is the aggregation of still bottled water (spring, mineral & purified), carbonated bottled water (spring, mineral & purified), flavoured bottled water and functional bottled water. Bulk bottled water is split out separately. It is defined as packaged drinking water – purified, spring or mineral – that is packaged in a container of 8 litres or larger. The bulk bottled water data types apply to Still Bottled Water and Carbonated Bottled Water but do not apply to functional or flavoured bottled water. Bulk water is classified according to the new Bulk retail volume and Bulk retail value data type regardless of channel of sale: bulk water sold via retail locations and bulk water delivered direct to a consumer’s home is included. Bulk water sold to institutions (offices, schools etc.) remains excluded.
See All of Our DefinitionsThis report originates from Passport, our Bottled Water research and analysis database.
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