Italian beverage

SEESAWING TRENDS Simei anticipates the findings of a recent survey
of the Italian market of soft drinks (including water), fruit-based juices and beers.

Scheduled at Fiera Milano Rho (Mi) 12th to 16th November next, the 25th edition of Simei, the International Winemaking and Bottling machinery show, held every two years, focused on the wine-, oil and beverage (water and soft drinks) industry and organized by the Unione Italiana Vini.
A review of leading-edge technologies right across the board (production, bottling, packaging) the historic Italian exhibition is an opportunity for exchanges and insights, but also a source of statistical data and market forecasts. Here follows a preview of some of the results of the analysis of the Italian soft drinks, fruit-based juice and beer sector.

Juices and soft drinks show drop. The Italian market of juices and natural fruit based beverages has felt the economic crisis, and has hence registered a decline in sales in both retail and horeca channels. In 2012 an overall decrease of around 4.5% is estimated, with a total consumption of about 840 million liters against the 880 of the previous year. It is a trend countering that seen on an international scale, where in recent years the average growthrate is around 1.5%, with the so-called "fruit drinks" with a lower fruit content taking the upper hand over nectars. A similar decline has also been seen in the soft drinks sector. At the end of 2012 consumption is estimated to be 3.640 billion liters, with an average decrease of 4-5% over the previous year. Today the per capita consumption of soft drinks by Italians stands at around 61 liters/year, well below the average consumer of the other EU countries, which is about 96 liters/year. As for the qualitative trends, worldwide, flat and functional drinks are on the increase, while one sees a slowdown in the consumption of carbonated soft drinks.

Beer consoles, water holds its own. Better data come from the world of beer, which in Italy sees a consolidation of production volumes and sales. Since 2011 domestic consumption has improved by 1.4% and per capita consumption has reached around 29 l/year. Abroad aboveall Asia and Latin America are growing, while the European markets appear less bright, that though since 2010 have grown at an annual average of 3.3%.
Good, lastly, the holding of bottled water. After the decline in sales volumes in 2009-2010, in 2011 the Italian market closed positively, with an overall increase of 1.4% in volume in the hyper and supermarket and self-service channels. As for the phenomena that are characterizing demand, in 2011 global pre-packaged waters dominated the cold soft drinks rating, with 235 billion liters consumed and produced out of a total of about 530 billion liters.  

At Simei 2013, all visitors will receive an access badge with a microchip, and all exhibitors will be supplied an electronic device loaded with whatever information they wish to transmit (brochures, videos, etc.). By passing the badge over the device, the visitor can thus collect the information they require while also leaving a record of their own presence at the stand.