Consumption of soft drinks in Italy in 2020 fell by 8.4%. The data comes from Assobibe. The numbers can partly be explained by the contraction in consumption outside the home, which in 2020 recorded a -35% compared to the previous year: the Horeca sector lost 34.4 billion euros and the balance between established and discontinued companies is state of -13.060. “Despite the effects of the pandemic, companies have continued to invest in the future, in product and process innovation, rolling up their sleeves and collaborating with the supply chain, from the field to the consumer,” said Giangiacomo Pierini, president of Assobibe.
However, the sector expects recovery as early as the summer: “We expect a lot in the coming months, thanks to the summer season and the effects of the vaccination campaign, but there are still too many variables on the future – said Pierini -. To date, thanks to the fundamental support of the supply chain and trade unions, we have managed to avert a danger that will cost companies 320 million a year. The companies that make up the beverage sector need measures that expand the market, not new taxes that penalize them ». Companies in the sector are concerned about the impact that new restrictive measures such as Sugar and Plastic tax would have: their abolition is necessary, entrepreneurs argue, to avoid draining the resources necessary for innovation, with significant consequences on direct and indirect employment and on the balance of the sector of the supply chain.
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