Italy 意大利
Market overview 市场概述
Italy was the fifth largest organic tea market in Europe in 2021. The Italian organic tea market grew at a CAGR of 5.4% during the 2016-2021 period, reaching total retail sales of US$48.7 million in 2021. Despite slight drop in retail sales in 2021, this market is expected to better perform during the forecast period at a CAGR of 7.2% and to be valued at US$68.9 million by 2026.
2021年，意大利是欧洲第五大有机茶市场。2016-2021年期间，意大利有机茶市场的复合年增长率为5.4%，2021年零售总额达到4870万美元。尽管2021年零售额略有下降，但预计该市场在预测期内的表现将更好，复合年增长率为7.2%，到2026年将达到6890万美元。
| Category | 2016 | 2017 | 2018 | 2019 | 2020 | 2021 |
|---|---|---|---|---|---|---|
| Organic tea total | 37.4 | 39.6 | 41.6 | 43.9 | 48.8 | 48.7 |
| Black Tea | 16.4 | 17.0 | 18.0 | 19.4 | 21.1 | 21.1 |
| Fruit/ Herbal Tea | 19.6 | 21.2 | 22.1 | 23.0 | 26.1 | 26.0 |
| Green Tea | 1.4 | 1.4 | 1.5 | 1.5 | 1.6 | 1.6 |
| Source:Euromonitor International, 2022 |
| Category | Annual growth % 2020-2021 | CAGR* % 2016-2021 | Total growth % 2016-2021 |
|---|---|---|---|
| Organic tea total | −0.2 | 5.4 | 30.2 |
| Black Tea | 0.0 | 5.2 | 28.7 |
| Fruit/ Herbal Tea | −0.4 | 5.8 | 32.7 |
| Green Tea | 0.0 | 2.7 | 14.3 |
Source:Euromonitor International, 2022 *CAGR: Compound annual growth rate |
| Category | 2022 | 2023 | 2024 | 2025 | 2026 |
|---|---|---|---|---|---|
| Organic tea total | 51.8 | 55.6 | 59.7 | 64.2 | 68.9 |
| Black Tea | 22.8 | 24.7 | 26.5 | 28.3 | 30.1 |
| Fruit/ Herbal Tea | 27.4 | 29.2 | 31.5 | 34.1 | 37.0 |
| Green Tea | 1.6 | 1.7 | 1.7 | 1.8 | 1.8 |
| Source:Euromonitor International, 2022 |
| Category | Annual growth % 2021-2022 | CAGR* % 2021-2026 | Total growth % 2021-2026 |
|---|---|---|---|
| Organic tea total | 6.4 | 7.2 | 41.5 |
| Black Tea | 8.1 | 7.4 | 42.7 |
| Fruit/ Herbal Tea | 5.4 | 7.3 | 42.3 |
| Green Tea | 0.0 | 2.4 | 12.5 |
Source:Euromonitor International, 2022 *CAGR: Compound annual growth rate |
| Company | Retail sales (US$ millions) | Market share (%) |
|---|---|---|
| Ecor NaturaSì SpA | 10.2 | 20.9 |
| East West Tea Co LLC | 4.3 | 8.8 |
| Erba Vita SA | 4.1 | 8.4 |
| Consorzio Ctm Altromercato | 3.1 | 6.4 |
| Teekanne GmbH & Co KG | 0.8 | 1.6 |
| Private Label | 10.6 | 21.8 |
| Others | 15.6 | 32.0 |
| Source:Euromonitor International, 2022 |
New product launches 新产品发布
From 2017 to 2021, 239 organic tea products were introduced in Italy, with the highest number of new products launched in 2019. The most popular product claim was environmentally friendly product (117 products). Other popular claims were environmentally friendly package (110 products) and sustainable habitat and resources (107 products). The companies with the highest number of New product launches was Yogi Tea with 20 products, followed by Valverbe (16 products) and Pukka Herbs (9 products). Average price was US$4.58 per product or US$13.43 per 100ml/g.
2017年至2021年，意大利共推出239种有机茶产品，其中2019年推出的新产品数量最高。最受欢迎的产品声明是环保产品（117种产品）。其他流行的说法是环保包装（110种产品）和可持续的栖息地和资源（107种产品）。新产品发布数量最多的公司是Yogi Tea，有20种产品，其次是Valverbe（16种产品）和Pukka Herbs（9种产品）。平均价格为每种产品4.58美元，或每100毫升/克13.43美元。
| Product attributes | Number of new product by year | Total | ||||
|---|---|---|---|---|---|---|
| 2017 | 2018 | 2019 | 2020 | 2021 | ||
| Yearly product launches | 42 | 40 | 59 | 57 | 41 | 239 |
| Top 5 claims | ||||||
| Environmentally Friendly Product | 22 | 18 | 25 | 32 | 20 | 117 |
| Environmentally Friendly Package | 12 | 16 | 33 | 32 | 17 | 110 |
| Sustainable (Habitat/Resources) | 17 | 13 | 27 | 33 | 17 | 107 |
| Recycling | 9 | 13 | 18 | 22 | 9 | 71 |
| Ethical (Human) | 15 | 10 | 14 | 15 | 12 | 66 |
| Top 5 companies | ||||||
| Yogi Tea | 2 | 7 | 7 | 3 | 1 | 20 |
| Valverbe | 3 | 2 | 3 | 7 | 1 | 16 |
| Pukka Herbs | 0 | 2 | 1 | 2 | 4 | 9 |
| Sonnentor | 2 | 1 | 2 | 1 | 2 | 8 |
| Abafoods | 0 | 0 | 0 | 7 | 0 | 7 |
| Top 5 flavours (including blend) | ||||||
| Unflavoured/Plain | 15 | 7 | 10 | 14 | 11 | 57 |
| Herbs/Herbal | 3 | 2 | 0 | 2 | 2 | 9 |
| Ginger & Lemon | 2 | 1 | 3 | 1 | 1 | 8 |
| Fennel | 2 | 2 | 2 | 2 | 0 | 8 |
| Forest Fruits/Forest Berry/Wildberry/Wild Fruit | 0 | 1 | 4 | 1 | 1 | 7 |
| Top 5 ingredients | ||||||
| Licorice | 13 | 9 | 20 | 18 | 10 | 70 |
| Ginger | 11 | 7 | 17 | 12 | 4 | 51 |
| Hibiscus | 5 | 8 | 15 | 6 | 10 | 44 |
| Lemongrass | 5 | 5 | 10 | 10 | 5 | 35 |
| Peppermint | 6 | 5 | 9 | 8 | 4 | 32 |
| Top 5 package types | ||||||
| Flexible sachet | 33 | 31 | 49 | 44 | 23 | 180 |
| Flexible | 8 | 3 | 3 | 7 | 8 | 29 |
| Carton | 0 | 5 | 7 | 3 | 1 | 16 |
| Flexible stand-up pouch | 1 | 0 | 0 | 2 | 4 | 7 |
| Jar | 0 | 0 | 0 | 1 | 3 | 4 |
| Launch types | ||||||
| New Variety/Range Extension | 20 | 28 | 39 | 28 | 19 | 134 |
| New Product | 19 | 8 | 19 | 23 | 16 | 85 |
| New Packaging | 3 | 4 | 1 | 2 | 4 | 14 |
| Relaunch | 0 | 0 | 0 | 4 | 2 | 6 |
| Source:Mintel GNPD, 2022 |
Pukka Organic Night Time Berry Tea features manilla hemp bags stitched with organic string and retails in a 36 gram recyclable pack, containing 20 1.8 gram tea bags. The package is printed with vegetable-based inks, made with renewable energy and bears the EU Organic, Soil Association, AB, Fair Wild, Fair for Life, Certified B Corporation, 1% for the Planet and FSC Mix logos.
Pukka Organic Night Time Berry Tea的特色是用有机线缝合的马尼拉麻袋，零售价为36克可回收包装，包含20个1.8克茶包。该包装用植物基油墨印刷，由可再生能源制成，并带有欧盟有机、土壤协会、AB、Fair Wild、Fair for Life、Certified B Corporation、1%for The Planet和FSC Mix标志。
Positioning claims: Caffeine free, charity, environmentally friendly package, environmentally friendly product, ethical (human), recycling, sustainable (habitat/ resources), toxins free, functional (stress and sleep), kosher
定位声明：无咖啡因、慈善、环保包装、环保产品、合乎道德（人类）、回收、可持续（栖息地/资源）、无毒素、功能性（压力和睡眠）、犹太洁食。
Note: This report includes forecasting data that is based on baseline historical data.
注：本报告包括基于基线历史数据的预测数据。
