Conflicting trends are likely to shape the performance of other hot drinks over the forecast period. On one hand, price stabilisation, an improving economy and the positive perception of malt-based hot drinks should help to drive demand for these products.
The implementation of Italy’s new sugar tax at the beginning of 2025 is set to have an impact on sales of other hot drinks, but especially chocolate-based flavoured powder drinks. This could push players to launch reformulated or new products featuring a low or no sugar content.
The positive development of barley-based products is set to continue over the forecast period, thanks to ongoing investment in innovation and a positive health and wellness perception. These products are expected to benefit from being seen as a healthy alternative to coffee, as well as the fact they often feature functional claims such as high protein.
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Understand the latest market trends and future growth opportunities for the Other Hot Drinks industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Other Hot Drinks industry in Italy, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Other Hot Drinks
This is the aggregation of Flavoured Powder Drinks and Other Plant-based Powder Drinks. Products can be served hot or cold, and can be mixed with water, milk, or other liquids. Bottled, ready-to-drink flavoured milk drinks are NOT included here and are included in Passport Packaged Food.
See All of Our DefinitionsThis report originates from Passport, our Other Hot Drinks research and analysis database.
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