Soft drinks sales in Italy down by 25% since 2009 | Progresiv
In spite of recent summers in Italy getting progressively hotter, sales of soft drinks in the country have fallen by 25% since 2009, according to a study commissioned by Assobibe, the Italian association of companies that produce and sell non-alcoholic drinks. As a result, Italy now ranks second to last in Europe in terms of soft drink consumption per head. 
The sector employs 80,000 people across Italy. The production and sale of soft drinks generates a total direct and indirect value of 4.9 billion euros to the economy, equal to 0.29% of Italy’s GDP and contributes around 2.3 billion euros in tax to state coffers.
Of the 4.9 billion euros in added value, 800 million euros is generated by production companies, 1.1 billion euros by raw material suppliers and 3 billion euros from the marketing phases of finished products.
The Italian soft drink sector consists of 80 companies with 100 production facilities that produce and market soft drinks, non-alcoholic aperitifs, energy and sports drinks and ready-made teas.
In Italy, consumers pay a VAT rate on soft drinks that is among the highest in Europe (22% compared to an average of 10%), unlike other foods that have rates of 4% or 10%. (www.esmmagazine.com)
