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The Italian Hot Drinks Market: What Consumers Drink and Why?

Consumer analysis reveals that consumption of Hot Drinks increases with age. Together with Mid-Lifers, Older Consumers account for over three-fifths of overall Hot Drinks consumption, making them the most important demographic for Hot Drinks producers and marketers.

Women account for more Hot Drinks consumption than men, suggesting a strong market for Hot Drinks targeted at this gender.

Tea consumption is low among young adults, with Light and Non-users accounting for over half the population in each respective age group. As such, marketing campaigns should target consumers in older age groups.

Among Hot Drinks, Coffee accounts for the largest share of consumption in the country, both in value and volume terms. This is expected to continue given the high consumption frequency of Coffee in relation to the Tea and Other Hot Drinks categories, and the habitual nature of Hot Drinks consumption.

Consumer survey results indicate that Personal space and time and Better value for money are the leading trends influencing Hot Drinks consumption in Italy. These are indicative of the role Hot Drinks play in relaxation and consumers' concerns over the state of the Italian economy and their own finances.

Hot drinks in Italy are dominated by branded products, while private label products have less than a 10% market penetration. Given the strong distribution network of branded outlets and international manufacturers, the market presence of branded hot drinks is unlikely to weaken in the near future.

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