Product Code: HWFBIT
TABLE OF CONTENTS
List Of Contents And Tables
EXECUTIVE SUMMARY
Health and wellness in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for health and wellness?
MARKET DATA
Table 1 Sales of Health and Wellness by Type: Value 2016-2021
Table 2 Sales of Health and Wellness by Type: % Value Growth 2016-2021
Table 3 Sales of Health and Wellness by Category: Value 2016-2021
Table 4 Sales of Health and Wellness by Category: % Value Growth 2016-2021
Table 5 Sales of Health and Wellness by Prime Positioning: Value 2016-2021
Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2016-2021
Table 7 NBO Company Shares of Health and Wellness: % Value 2017-2021
Table 8 LBN Brand Shares of Health and Wellness: % Value 2018-2021
Table 9 Distribution of Health and Wellness by Format: % Value 2016-2021
Table 10 Distribution of Health and Wellness by Format and Category: % Value 2021
Table 11 Forecast Sales of Health and Wellness by Type: Value 2021-2026
Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2021-2026
Table 13 Forecast Sales of Health and Wellness by Category: Value 2021-2026
Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2021-2026
Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2021-2026
Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
BETTER FOR YOU BEVERAGES IN ITALY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Despite postponement of sugar tax, innovation remains focused on BFY reduced sugar beverages
BFY nectars and other non-cola carbonates see boost thanks to investment from companies seeking to avoid price hikes with the sugar tax
Rising demand for caffeinated drinks as consumers seek to boost energy levels
PROSPECTS AND OPPORTUNITIES
Positive sales expected for BFY beverages as health and wellness trend persists
New launches set to focus on ingredients and avoiding sugar content
Despite health claims, BFY juice and BFY reduced caffeine beverages are expected to face competition from fresh fruit and fruit/herbal tea
CATEGORY DATA
Table 17 Sales of BFY Beverages by Category: Value 2016-2021
Table 18 Sales of BFY Beverages by Category: % Value Growth 2016-2021
Table 19 NBO Company Shares of BFY Beverages: % Value 2017-2021
Table 20 LBN Brand Shares of BFY Beverages: % Value 2018-2021
Table 21 Distribution of BFY Beverages by Format: % Value 2016-2021
Table 22 Forecast Sales of BFY Beverages by Category: Value 2021-2026
Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2021-2026
FORTIFIED/FUNCTIONAL BEVERAGES IN ITALY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Lifting of restrictions and Coca-Cola advertising support FF sport drinks sales
Manufacturers continue to innovate in FF bottled water to meet health trends
Very positive sales for FF tea as players continue to invest in this growing category
PROSPECTS AND OPPORTUNITIES
Focus on wellbeing and meeting specific consumer needs set to drive positive sales
Consumers set to opt for premium, healthy categories within FF fruit/vegetable juice
Continued growth expected for FF fruit/herbal tea thanks to newfound popularity and lingering health trends
CATEGORY DATA
Table 24 Sales of Fortified/Functional Beverages by Category: Value 2016-2021
Table 25 Sales of Fortified/Functional Beverages by Category: % Value Growth 2016-2021
Table 26 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2016-2021
Table 27 Key Functional Ingredients in Fortified/Functional 100% Juice: % Value 2016-2021
Table 28 Key Functional Ingredients in Fortified/Functional Juice Drinks (up to 24% juice): % Value 2016-2021
Table 29 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2016-2021
Table 30 NBO Company Shares of Fortified/Functional Beverages: % Value 2017-2021
Table 31 LBN Brand Shares of Fortified/Functional Beverages: % Value 2018-2021
Table 32 Distribution of Fortified/Functional Beverages by Format: % Value 2016-2021
Table 33 Forecast Sales of Fortified/Functional Beverages by Category: Value 2021-2026
Table 34 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2021-2026
NATURALLY HEALTHY BEVERAGES IN ITALY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Maturity hinders growth for natural mineral bottled water
Competition from other categories and price-sensitivity are both hampering NH soft drinks sales
NH fruit/herbal tea continues to perform well thanks to rising awareness
PROSPECTS AND OPPORTUNITIES
On-trade recovery to partially hamper off-trade sales; discounters and e-commerce set to continue gaining share
NH tea will continue to record positive sales whilst preventative health trend persists
Rising interest in not from concentrate juices expected to stimulate innovation in NH superfruit 100% juice
CATEGORY DATA
Table 35 Sales of NH Beverages by Category: Value 2016-2021
Table 36 Sales of NH Beverages by Category: % Value Growth 2016-2021
Table 37 NBO Company Shares of NH Beverages: % Value 2017-2021
Table 38 LBN Brand Shares of NH Beverages: % Value 2018-2021
Table 39 Distribution of NH Beverages by Format: % Value 2016-2021
Table 40 Forecast Sales of NH Beverages by Category: Value 2021-2026
Table 41 Forecast Sales of NH Beverages by Category: % Value Growth 2021-2026
ORGANIC BEVERAGES IN ITALY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Overall category growth hampered by static sales in organic hot drinks
Organic juice continues to rise in popularity despite ascending costs
Increasing availability of organic beverages in discounters and e-commerce
PROSPECTS AND OPPORTUNITIES
Organic hot drinks to gain sales despite some constraint from economic damage
Growth opportunities for niche brands and private label
Further dynamism expected in non-cola carbonates through more innovations
CATEGORY DATA
Table 42 Sales of Organic Beverages by Category: Value 2016-2021
Table 43 Sales of Organic Beverages by Category: % Value Growth 2016-2021
Table 44 NBO Company Shares of Organic Beverages: % Value 2017-2021
Table 45 LBN Brand Shares of Organic Beverages: % Value 2018-2021
Table 46 Distribution of Organic Beverages by Format: % Value 2016-2021
Table 47 Forecast Sales of Organic Beverages by Category: Value 2021-2026
Table 48 Forecast Sales of Organic Beverages by Category: % Value Growth 2021-2026
BETTER FOR YOU PACKAGED FOOD IN ITALY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Consumers continue to seek reduced sugar jams and preserves
Wellness trends lead to range of new launches in packaged meat and seafood categories
Rising importance of reduced fat and sugar snacks leads to new product launches
PROSPECTS AND OPPORTUNITIES
Healthy eating trends set to benefit category sales and encourage portfolio expansions
Mondelez is well-placed to expand its healthy product selection thanks to strong reputation of Philadelphia brand
E-commerce expected to continue benefitting from convenience trend and major infrastructure developments
CATEGORY DATA
Table 49 Sales of BFY Packaged Food by Category: Value 2016-2021
Table 50 Sales of BFY Packaged Food by Category: % Value Growth 2016-2021
Table 51 NBO Company Shares of BFY Packaged Food: % Value 2017-2021
Table 52 LBN Brand Shares of BFY Packaged Food: % Value 2018-2021
Table 53 Distribution of BFY Packaged Food by Format: % Value 2016-2021
Table 54 Forecast Sales of BFY Packaged Food by Category: Value 2021-2026
Table 55 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2021-2026
FREE FROM IN ITALY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Free from lactose continues to grow and stimulate new launches and innovation
Celebrity messaging and widening distribution supports sales of free from gluten pasta
Prevalence of meat alternatives continues to rise with a growing number of consumers opting for plant-based food more regularly
PROSPECTS AND OPPORTUNITIES
Free from meat category to continue dynamic performance, particularly if taste, texture, protein-content, and price can match animal-derived products
Continued growth anticipated within free from dairy as even those without lactose intolerances show greater demand
More pasta players to move into gluten-free category, supporting future growth
CATEGORY DATA
Table 56 Sales of Free From by Category: Value 2016-2021
Table 57 Sales of Free From by Category: % Value Growth 2016-2021
Table 58 NBO Company Shares of Free From: % Value 2017-2021
Table 59 LBN Brand Shares of Free From: % Value 2018-2021
Table 60 Distribution of Free From by Format: % Value 2016-2021
Table 61 Forecast Sales of Free From by Category: Value 2021-2026
Table 62 Forecast Sales of Free From by Category: % Value Growth 2021-2026
FORTIFIED/FUNCTIONAL PACKAGED FOOD IN ITALY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Greater demand for functional foods with enhanced yoghurt drinks becoming particularly popular through immunity-boosting properties
FF gum reverses negative decline thanks to greater opportunity for on-the-go consumption
Consumers continue to seek healthier options even within staple breakfast foods
PROSPECTS AND OPPORTUNITIES
COVID-19 will lead to greater demand for immunity
FF pasta to see strong demand as innovations in production enhance the nutritional benefits of such products
FF snack bars to see increasing demand as out-of-home consumption rises
CATEGORY DATA
Table 63 Sales of Fortified/Functional Packaged Food by Category: Value 2016-2021
Table 64 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2016-2021
Table 65 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2016-2021
Table 66 Key Functional Ingredients in Fortified/Functional Bread: % Value 2016-2021
Table 67 Key Functional Ingredients in Fortified/Functional Chocolate Confectionery: % Value 2016-2021
Table 68 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2016-2021
Table 69 Key Functional Ingredients in Fortified/Functional Milk: % Value 2016-2021
Table 70 Key Functional Ingredients in Fortified/Functional Sweet Biscuits: % Value 2016-2021
Table 71 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2016-2021
Table 72 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2017-2021
Table 73 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2018-2021
Table 74 LBN Brand Shares of Fortified/Functional Bread: % Value 2018-2021
Table 75 Distribution of Fortified/Functional Packaged Food by Format: % Value 2016-2021
Table 76 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2021-2026
Table 77 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2021-2026
NATURALLY HEALTHY PACKAGED FOOD IN ITALY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Potential of kefir leads to new launches from brands and private label
Honey players promote the healthy attributes of their products
Polarisation of purchasing in NH olive oil thanks to a wide assortment of offers
PROSPECTS AND OPPORTUNITIES
NH rice anticipated to continue growing thanks to slimming, healthy properties
NH high fibre pasta set to resume strong growth thanks to strong pasta consumption habit in Italy combined with health trends
Sour milk products set for strong growth as gut health remains a vital trend
CATEGORY DATA
Table 78 Sales of NH Packaged Food by Category: Value 2016-2021
Table 79 Sales of NH Packaged Food by Category: % Value Growth 2016-2021
Table 80 NBO Company Shares of NH Packaged Food: % Value 2017-2021
Table 81 LBN Brand Shares of NH Packaged Food: % Value 2018-2021
Table 82 Distribution of NH Packaged Food by Format: % Value 2016-2021
Table 83 Forecast Sales of NH Packaged Food by Category: Value 2021-2026
Table 84 Forecast Sales of NH Packaged Food by Category: % Value Growth 2021-2026
ORGANIC PACKAGED FOOD IN ITALY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Growth in organic dairy is largely driven by demand for healthier, more premium organic hay milk
Organic baby food continues to see strong growth as parents eschew treats for themselves to give their children the healthiest food
Growing demand for organic oil, though organic olive oil will remain a niche due to low awareness and its expensive unit prices
PROSPECTS AND OPPORTUNITIES
Strong potential for development if local agriculture can be expanded
Organic pasta set to perform well as it becomes more mainstream
Strong innovation expected in organic soup
CATEGORY DATA
Table 85 Sales of Organic Packaged Food by Category: Value 2016-2021
Table 86 Sales of Organic Packaged Food by Category: % Value Growth 2016-2021
Table 87 NBO Company Shares of Organic Packaged Food: % Value 2017-2021
Table 88 LBN Brand Shares of Organic Packaged Food: % Value 2018-2021
Table 89 Distribution of Organic Packaged Food by Format: % Value 2016-2021
Table 90 Forecast Sales of Organic Packaged Food by Category: Value 2021-2026
Table 91 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2021-2026
