The report covers consumer survey data for the following specific categories: Bottled Water, Sparkling Soft Drinks, Concentrates, Functional Drinks, Smoothies, Juices, and Ready To Drink Tea & Coffee.

1. Consumer Trends in the Soft
Drinks Market in Italy , 2011
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2. What is this report all about ?
 The Functional Drinks market in Italy is dominated by
men, who account for approximately two-thirds of the
market by value. Heavy frequency consumption of
Juices is highest among Kids & Babies, Tweens &
Early Teens, Older Young Adults and Pre-Mid-Lifers.
These age groups encompass parents buying Juices
for their children due to their beneficial nutritional
content and then consuming the product together.
 Sparkling Soft Drinks consumption peaks among
Tweens & Early Teens and is lowest among Older
Consumers. The availability of alcoholic drinks is an
important driver of this decline, as older consumers
may consume beverages such as beer or wine to
relax or with meals, where as children are limited to
Soft Drinks.

3. Sample Figures
Comment related to the graph: Bottled Water consumption is
high across Italy, with Heavy consumption prevalent across all age
groups and very few Non-users. This indicates that Bottled Water
brands successfully compete against other Soft Drinks and
alternative water sources such as tap water.

4. Key features and benefits:
 Consumer survey data for the following specific categories:
Bottled Water, Sparkling Soft Drinks, Concentrates, Functional
Drinks, Smoothies, Juices, and the Ready to Drink Tea & Coffee.
 Detailed consumer segmentation based on survey data covering
over 26 consumer groups, 20 consumer trends and consumption
frequency for each product category.
 Brand and private label penetration among consumers in 2011
as tracked by the survey.
 Unique retailer choice and switching data as tracked by the
survey are provided at the product category level for 2011.
 Unique proprietary data that sizes and segments consumers,
tracks their behaviour and shows the impact of this on their
markets.
 Results also cover over 20 consumer trends, showing exactly to
what extent these trends have a direct influence on a market. As
this impact assessment is based not only on how many
consumers act on these trends, but also how OFTEN they act on
this it provides unique insight

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