RTD Coffee in Italy

RTD Coffee in Italy

Published: July 2013
Publisher: Euromonitor Plc
Product ref: 174497
Pages: 40
Format: PDF
Delivery: Immediate download

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RTD coffee remains very small in Italy and there is little chance for RTD coffee posing a challenge to the traditional hot cup of espresso (and popular milky variants, such as cappuccino, caffe macchiato and latte macchiato) in the Italian market. Italy's strong coffee culture means that RTD coffee is unable to rely on a strong loyal consumer base, mainly represented by young consumers who tend to be fans of other less traditional drinks, such as energy drinks (e.g. Red Bull brand).



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  • Get a detailed picture of the RTD Coffee market;
  • Pinpoint growth sectors and identify factors driving change;


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By market: Italy (in Europe)

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