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Barilla Holding Spa in Packaged Food

February 2015

Barilla has ambitious growth plans, with aims to double its revenues by 2020. The company aims to achieve this goal through a focus on its core pasta, sauces and ready meals business specifically in emerging markets, and above all Brazil and China which Barilla has singled out as top priority markets in its international expansion efforts. In addition to its core business, bread substitutes represents another opportunity for the leading pasta player.

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Euromonitor International's report on Barilla Holding SpA delivers a detailed strategic analysis of the company's business, examining its performance in the Packaged Food market and the global economy. Company and market share data provide a detailed look at the financial position of Barilla Holding SpA, while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of Barilla Holding SpA.

This report examines:

  • Company share by region and sector
  • Brand portfolio
  • New product developments
  • Marketing and distribution strategies

A detailed SWPT analysis of Barilla Holding SpA provides strategic intelligence on:

  • Strengths and weaknesses
  • Category and country opportunities for growth
  • Challenges and threats from current competition and future prospects
  • Global and regional market positions

Research you can trust:

Euromonitor International's company profile reports are written by our Packaged Food research team, a dedicated group of analysts that knows the industry inside and out. Buy this report to inform your planning, strategy, marketing, sales and competitor intelligence functions.

Scope of the Report


Strategic Evaluation

Key company facts
Financial performance
SWOT: Barilla Holding SpA
Strategic objectives and challenges

Competitive Positioning

Growing consolidation results in sales recovery in 2014
Global leader in pasta but with decreasing importance

Market Assessment

Bakery is still Barilla’s biggest category
Company presence biased towards developed markets


Emerging markets key growth drivers within pasta
Limited growth in Italy but potential for health and wellness
Brazil a priority market for expansion
Premiumisation drives growth in the US
Barilla makes it debut in China through instant pasta launch


Packaged bread and bread substitutes best performers in bakery
France offers opportunities in packaged bread and pastries
A shift of geographic focus needed in bread substitutes
Saudi Arabia and Spain best target countries for bread substitutes
The future of cakes and pastries lies in the Middle East

Sauces, Dressings and Condiments

Cross-regional presence in pasta sauces
Brazil: Shift from tomato sauces to pasta sauces to benefit Barilla

Brand Strategy

Only two brands have a true multinational presence
Barilla brand central to company’s international expansion efforts
Mulino Bianco remains focused on domestic market
Wasa perfectly aligned with health and wellness trend


Western Europe at the forefront of Barilla’s investment strategy
Barilla Holding SpA : Production sites


Focus on emerging markets, maximise Wasa’s growth potential

Why buy this report:

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions


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