Italy Soft Drinks Market: Energy Drinks surge with double-digit growth

In 2025, the Italian soft drinks sector recorded a 1.5% contraction in volume (equivalent to approximately 41 million litres) alongside a 1% growth in value. This value increase is largely aligned with inflation indices, confirming that soft drinks are not a primary driver of rising grocery prices. These findings come from the 2025 annual data released by Assobibe (the Confindustria association representing Italy’s soft drink producers and distributors), covering Large-Scale Retail (GDO), Cash & Carry, and Wholesale channels.

The volume decline, which reached its lowest point in August at -11.3%, follows a similar trend from 2024 (-1.4% in volume). Despite market uncertainties, the sector remains resilient amidst a general slowdown in the food and beverage industry. According to Confindustria’s Research Department, January 2026 showed slight improvements in economic indicators, including a rise in Italian consumer confidence and the industry’s ability to respond to evolving consumer needs through innovation.

The supply chain is currently valued at €4.9 billion, employing 83,000 people across the entire value chain. Volumes in the Cash & Carry and Wholesale channels saw more significant drops (-4.9% and -1.3% respectively) compared to Large-Scale Retail (-1%), underscoring the ongoing challenges within the Out-of-Home (HoReCa) channel.

Category Performance

An analysis of volume performance by category reveals a fragmented landscape. The most notable success story is energy drinks, which saw an 11.3% increase across all channels, cementing their position as the most dynamic segment in the industry. Lemonades also performed well, up 1.5%, driven by growth in Retail and Wholesale.

Stability was observed in colas (+0.2%), tonic waters (+0.9%), and traditional sodas (gassose), which remained flat compared to 2024, showing growth only in the Wholesale channel. Conversely, several categories struggled across all channels: non-alcoholic aperitifs and cocktails (-7.4%), isotonic sports drinks (-7.5%), and chinotto (-7.2%). Negative trends also affected grapefruit-based drinks (-5.6%), orange sodas (-4.7%), and iced teas (-4.3%).

Assobibe President Giangiacomo Pierini has reiterated his call for the government to permanently scrap the Sugar Tax and Plastic Tax, warning that these levies would trigger significant price hikes for the industry starting in 2027.

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