Boston, MA -- (SBWIRE) -- 09/12/2014 -- Italy's intractable economic problems continued to be the dominant factor impacting the evolution of soft drinks packaging in 2012. Consumers, burned by rising unemployment, falling disposable incomes and widespread economic uncertainty, have become increasingly cost conscious and frugal. However, Italian consumers still remain as discerning as ever. Far from just cutting back on non-essentials, Italian consumers have also sought to reduce their grocery bills, forcing leading brand owners to lower prices without compromising on quality. The economic problems and uncertainty faced by the younger population is even more stark as the unemployment rate for peopled aged 15 to 24 is more than 36%, nearly 25 percentage points higher than the national average. Known as the "lost generation", this group is a prime segment for soft drinks brands, a fact that has not been lost on the leading brands. Soft drinks brand owners have responded in large part to this difficult economic context by reducing their margins but also by looking for ways to trim their operating and manufacturing costs. Despite these strategies, consumer demand remains weak, as can be seen in the moderate growth in total unit volume of soft drinks packaging in the Italian market in 2012.

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Industry Prospects

Although the recovery of the Italian economy is expected to be slow and sluggish, consumer demand for soft drinks is expected to pick up somewhat but still remain below its potential level of growth. The forecast period will witness the consolidation of several trends that have emerged in recent years in soft drinks packaging, most notably a steady decline in the use of glass bottles and a related increase in the use of PET bottles as well as other shaped liquid cartons. This shift responds to rapid advances in production technologies that have allowed brand owners to innovate in terms of styling, size and design of their packaging in an attempt to achieve differentiation in a very competitive market like soft drinks. A similar striving for product differentiation can be seen in Coca-Cola's recent introduction of an aluminium bottle in a 250ml format that is lightweight, resealable and overcomes the negative styling and convenience issues often associated with traditional aluminium cans. Over the forecast period leading brand owners are expected to intensify their efforts to gain market share via new product developments and innovation.

Overview

Discover the latest market trends and uncover sources of future market growth for the Soft Drinks Packaging industry in Italy with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Soft Drinks Packaging industry in Italy, our research will save you time and money while empowering you to make informed, profitable decisions.

The Soft Drinks Packaging in Italy market research report includes:

- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volumes in units and filled volumes
- Five year forecasts of market trends and market growth  
- Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

- What is the total unit volume of soft drinks packaging in Italy?
- What are the major soft drinks pack types in Italy?
- How is the market for returnable glass and PET bottles developing in Italy?
- Are larger bulk sizes performing well in response to the recession?
- What are the most dynamic pack types within soft drinks?

Reasons to Get this Report

- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions

Product coverage: Asian Speciality Drinks, Bottled Water, Carbonates, Concentrates, Fruit/Vegetable Juice, RTD Coffee, RTD Tea, Sports and Energy Drinks.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

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