This paper presents
the initial findings of an ongoing research project examining the birth and
evolution of the Italian bottled water market until the WWII through an
analysis of a variety of documentary sources. The study examines the
development of the production and consumption of this fundamental commodity,
with a particular focus on the economic, social and cultural variables that
affected supply and demand. The paper reveals that the growth of the industry
during the period under examination - which commenced at the inception of the
country's overall developmental trajectory - was constrained by two key
factors. Firstly, the prevailing inefficiency of the system - characterized by
a fragmented market, small size enterprises and high production costs - limited
the potential for expansion. Secondly, the gradual shift in consumer
preferences, which was largely aligned with the traditional perception of
mineral water as a medicinal product. Consequently, despite the undeniable
expansion of the sector, the scale of production remained relatively limited,
and the domestic consumption persisted at a modest level, failing to become a
daily habit.
