Mineral water, turnover up but production down slightly
Mineracqua report: turnover at 3.3 billion in 2023, but the delay of the summer heat in part of the country is affecting sales this year. The unknown plastic tax weighs on the future
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Key points
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Bubbles, but without alcohol. Turnover in the mineral water industry is growing despite a slight drop in production, with average prices substantially unchanged, remaining among the lowest in Europe in Italy (and half of those in America). These are, in a nutshell, the main indications on the health of the sector that come from the 2023 data just published, while this year, indicates Mineracqua, the association representing Italian companies, sales are being weighed down by the seasonality linked to less extreme heat than last year.
Mature and strong market abroad
.In 2023, the total turnover of packaged water in Italy reached 3.3 billion, an increase of 6.5% compared to 2022, against an overall production that fell from 16,600 to 16,400 million litres and consumption that fell from 248 to 245 litres per capita, after almost uninterrupted growth over the last twenty years (in 2000, consumption was 167 litres per capita), confirming a mature sector with a consolidated domestic market, but with some unknown factors looming over it. Starting from the so-called plastic tax (postponed to 2026), to the new European regulation on packaging and the Sup directive on plastic recycling obligations (an area in which the sector represents excellence) to the 'threat' represented by filtered water in homes and restaurants on which Codacons has launched a campaign to highlight the critical issues concerning filtering equipment.
70% of the market to 8 companies
.The number of bottling units operating in Italy meanwhile remained stable (at 130), with 230 mineral water brands, as did the foreign trade balance, which boasted a surplus of EUR 700 million, in line with 2022. The market share of the first eight production groups (San Benedetto, San Pellegrino, Sant'Anna, Ferrarelle, Uliveto/Rocchetta, Lete, Refresco, San Bernardo) rose last year from 69 to 70 per cent.
The weight of seasonality
.Sentiment on 2024 sales, on the other hand, appears to be slightly down. "Seasonality is worth up to 5% of sales, although this is not the main concern," explains Mineracqua Vice-President Ettore Fortuna. "We are a consolidated sector, with a surplus of 700 million and a variety and quality that no other country in Europe has. On the other hand, it is said that water is the fingerprint of the earth: no two are alike, and changing it often is also a good rule of thumb for health, it is a little empirical evidence backed by chemists'.
On the importance of correct hydration, the association representing the natural mineral water and spring water industries tried in vain to promote an initiative aimed at young people, which was suspended for lack of funding. 'We wanted to carry out a project in schools on water and sport,' Fortuna confirms, 'to explain, first to technicians and then to young people, the importance of water and correct hydration. Because thirst is a late symptom and when it arrives it is already too late, dehydration is serious even in old age'.
