Executive Summary

Sep 2019
Prospects
Value sales boosted by consumers seeking premium local brands

Despite still being cautious in their spending, Italian consumers of chocolate confectionery are increasingly buying into premium brands, which is helping to drive positive growth in value sales as volume sales are seeing relative stability. Premium products are perceived as being better quality and also healthier.

Premium personalisation boosts seasonal chocolate

Sales of seasonal chocolate continue to grow in retail. Christmas and Easter sales remain positive due to the shopping period and the holiday period being spread across multiple weeks in Italy.

Consumers seek healthy indulgence

The health and wellness trend is well established in Italy, with consumers paying ever greater attention to what they eat and whether it will improve their wellbeing and address their concerns about obesity and heart disease. However, the health and wellness trend sits alongside the indulgence trend, as consumers still wish to treat themselves.

Competitive Landscape
Leader Ferrero challenged by increased demand for premium and personalised options

Ferrero SpA remained the leading player in chocolate confectionery in Italy in 2019. The company maintains a portfolio of leading brands in chocolate confectionery, including Kinder and Ferrero Rocher, which it continues to expand with new launches, promoting them on the internet and in social media.

ICAM taps into premium and organic trends

ICAM SpA, a premium player in chocolate confectionery in Italy, continues to achieve rapid growth. It has a focus on research and development with a view to introducing new products, especially within the organic sector.

Relocation of Pernigotti’s production to Turkey dismays local community

Despite having invested to try and regain Pernigotti’s customers following the collapse in 2013 of the brand’s previous owners, in 2018 Toksöz Group decided to close its Pernigotti factory in Italy and move production to Turkey. Only the marketing network is to be controlled from Italy, with this aimed at supporting sales of the products made in Turkey.

Prospects
Gum hit by consumers curbing impulse expenditure with players likely to rethink distribution strategies

Gum in Italy is suffering from stagnation with slowly declining retail volume sales and a slight loss in value. Gum is mostly purchased on impulse, being typically sold next to the checkout or till in modern grocery retailers with other small confectionery products.

Innovation in formulation, flavours and packaging will be crucial to revive flagging gum sales

Amid declining sales, gum manufacturers are trying to bring about sales recovery through innovation. Much of the focus is on sugar-free products, using ingredients such as stevia to replace sugar, to meet the demand that derives from the health and wellness trend in the country.

Increased marketing plays important role in bolstering gum sales

As well as concentrating on the formulation of their gum products, manufacturers engaged in more marketing activity in 2019 compared to 2018, with increased communication and greater consumer involvement through social media channels. One example is the internet advertising of innovative smaller formats such as Vigorsol Beats.

Competitive Landscape
Innovation ensures Perfetti Van Melle Italia’s dominance

Perfetti Van Melle Italia Srl continued to dominate sales of gum in Italy in 2019, leaving little room for its rivals. Its Vivident brand is still popular thanks to the innovation of Vivident 100% Xylit.

Mars invests little in gum brands but Chicza benefits from natural and biodegradable positioning

Together, the remaining players in gum in Italy have a minor value share compared to that of giant Perfetti Van Melle Italia. Mars Italia SpA remains the second-placed player.

Tic Tac expands into gum with ease thanks to familiar packs formats and flavours

Ferrero SpA’s Tic Tac brand has expanded into gum from sugar confectionery by launching gum in five flavour variants, including three mint options and two fruit options. These benefit from wide availability and Italians are responding well to the new product development.

Prospects
Consumers opt for healthier variants within sugar confectionery

In Italy, when shopping for sugar confectionery, consumers are still choosing healthier options such as sugar-free and reduced sugar sweets. Hence, brands such as Ricola which are sugar-free are performing well amid the overall decline in sugar confectionery sales.

Players focus on adult consumers with organic and vegan offerings

With historically low birth rates in the country, some sugar confectionery players continue to target adults specifically rather than children. Italian sugar confectionery has experienced a spur in sales of organic boiled sweets thanks to natural/organic chains such as Natura Sì and Valle Bio increasing their sales penetration.

Brand extensions, competitions and licensing are key strategies when targeting children

Younger consumers and children are targeted by sugar confectionery players with marketing that uses social media and prize competitions. This consumer segment sustains sales for brands of sugar confectionery, despite most products not having a natural or healthy image, thanks to the common occurrence of parties and other celebratory activities among this age group where sugar confectionery is served or given as gifts.

Competitive Landscape
Leading player Perfetti Van Melle Italia achieves growth with sugar-free offerings

Perfetti Van Melle Italia Srl continued to lead sugar confectionery in 2019 and marginally increased its value share. It has a wide and diverse product portfolio with a variety of brands and focuses on regular new product development.

Tic Tac’s colourful new range pays off

Ferrero SpA’s refreshment of its Tic Tac brand of mints seems to have paid off with positive growth in value sales. The new image of Tic Tac with its brightly coloured packaging and interesting new flavours such as Tic Tac Breeze Lemon Balm, Tic Tac Breeze Liquorice and Tic Tac Breeze Aniseed, all with crystallised herbs and sugar-free, has made the product much more visible.

Private label gains traction via segmentation and offer of sugar-free products

Private label continues to increase its value share of sugar confectionery in Italy, aided by purchases by consumers who seek more economical sugar confectionery, especially that sold in discounters. However, within private label ranges, such as Selex, Coop, Carrefour and Lidl, increasing segmentation is observed, with more premium products also being included.

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Confectionery in Italy

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Overview

Discover the latest market trends and uncover sources of future market growth for the Confectionery industry in Italy with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Confectionery industry in Italy, our research will save you time and money while empowering you to make informed, profitable decisions.

The Confectionery in Italy market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Confectionery in Italy?
  • What are the major brands in Italy?
  • With economic recovery far from guaranteed, are consumers cutting back on impulse and indulgence food items like confectionery?
  • How are manufacturers addressing consumer concerns over health and obesity?
  • What does the future hold for ethically sourced products?

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

This industry report originates from Passport, our Packaged Food market research database.

Confectionery in Italy - Category analysis

Chocolate Confectionery

HEADLINES

PROSPECTS

Value sales boosted by consumers seeking premium local brands
Premium personalisation boosts seasonal chocolate
Consumers seek healthy indulgence

COMPETITIVE LANDSCAPE

Leader Ferrero challenged by increased demand for premium and personalised options
ICAM taps into premium and organic trends
Relocation of Pernigotti’s production to Turkey dismays local community
Summary 1 Other Chocolate Confectionery by Product Type: 2019

CATEGORY DATA

Table 1 Sales of Chocolate Confectionery by Category: Volume 2014-2019
Table 2 Sales of Chocolate Confectionery by Category: Value 2014-2019
Table 3 Sales of Chocolate Confectionery by Category: % Volume Growth 2014-2019
Table 4 Sales of Chocolate Confectionery by Category: % Value Growth 2014-2019
Table 5 Sales of Chocolate Tablets by Type: % Value 2014-2019
Table 6 NBO Company Shares of Chocolate Confectionery: % Value 2015-2019
Table 7 LBN Brand Shares of Chocolate Confectionery: % Value 2016-2019
Table 8 Distribution of Chocolate Confectionery by Format: % Value 2014-2019
Table 9 Forecast Sales of Chocolate Confectionery by Category: Volume 2019-2024
Table 10 Forecast Sales of Chocolate Confectionery by Category: Value 2019-2024
Table 11 Forecast Sales of Chocolate Confectionery by Category: % Volume Growth 2019-2024
Table 12 Forecast Sales of Chocolate Confectionery by Category: % Value Growth 2019-2024

Gum

HEADLINES

PROSPECTS

Gum hit by consumers curbing impulse expenditure with players likely to rethink distribution strategies
Innovation in formulation, flavours and packaging will be crucial to revive flagging gum sales
Increased marketing plays important role in bolstering gum sales

COMPETITIVE LANDSCAPE

Innovation ensures Perfetti Van Melle Italia’s dominance
Mars invests little in gum brands but Chicza benefits from natural and biodegradable positioning
Tic Tac expands into gum with ease thanks to familiar packs formats and flavours

CATEGORY DATA

Table 13 Sales of Gum by Category: Volume 2014-2019
Table 14 Sales of Gum by Category: Value 2014-2019
Table 15 Sales of Gum by Category: % Volume Growth 2014-2019
Table 16 Sales of Gum by Category: % Value Growth 2014-2019
Table 17 Sales of Gum by Flavour: Rankings 2014-2019
Table 18 NBO Company Shares of Gum: % Value 2015-2019
Table 19 LBN Brand Shares of Gum: % Value 2016-2019
Table 20 Distribution of Gum by Format: % Value 2014-2019
Table 21 Forecast Sales of Gum by Category: Volume 2019-2024
Table 22 Forecast Sales of Gum by Category: Value 2019-2024
Table 23 Forecast Sales of Gum by Category: % Volume Growth 2019-2024
Table 24 Forecast Sales of Gum by Category: % Value Growth 2019-2024

Sugar Confectionery

HEADLINES

PROSPECTS

Consumers opt for healthier variants within sugar confectionery
Players focus on adult consumers with organic and vegan offerings
Brand extensions, competitions and licensing are key strategies when targeting children

COMPETITIVE LANDSCAPE

Leading player Perfetti Van Melle Italia achieves growth with sugar-free offerings
Tic Tac’s colourful new range pays off
Private label gains traction via segmentation and offer of sugar-free products
Summary 2 Other Sugar Confectionery by Product Type: 2019

CATEGORY DATA

Table 25 Sales of Sugar Confectionery by Category: Volume 2014-2019
Table 26 Sales of Sugar Confectionery by Category: Value 2014-2019
Table 27 Sales of Sugar Confectionery by Category: % Volume Growth 2014-2019
Table 28 Sales of Sugar Confectionery by Category: % Value Growth 2014-2019
Table 29 Sales of Pastilles, Gums, Jellies and Chews by Type: % Value 2014-2019
Table 30 NBO Company Shares of Sugar Confectionery: % Value 2015-2019
Table 31 LBN Brand Shares of Sugar Confectionery: % Value 2016-2019
Table 32 Distribution of Sugar Confectionery by Format: % Value 2014-2019
Table 33 Forecast Sales of Sugar Confectionery by Category: Volume 2019-2024
Table 34 Forecast Sales of Sugar Confectionery by Category: Value 2019-2024
Table 35 Forecast Sales of Sugar Confectionery by Category: % Volume Growth 2019-2024
Table 36 Forecast Sales of Sugar Confectionery by Category: % Value Growth 2019-2024

Packaged Food in Italy - Industry Overview

EXECUTIVE SUMMARY

New technology highlights ethical sourcing and Italian-certified supply chain
Private label gains shelf space and popularity as price returns to centre stage
Start-ups add dynamism in a mature industry through innovative services and processes
Discounters extend their product offer and reach to challenge supermarkets
Value over volume growth expected as consumers become more sophisticated

FOODSERVICE

Sales to Foodservice
Packaged food players tailor products and services to better meet the needs and demands of foodservice
Companies promote the health and image benefits of higher-quality olive oil to restaurants
Producers use training programmes and chef partnerships to win over foodservice operators
Consumer Foodservice
Consumer foodservice recovers as improving range and quality attracts more consumers
Spread of chained foodservice operators is good news for sauces, dressings and condiments
Vegan and flexitarian trend fits with general move towards healthier and varied foodservice menus
Category Data
Table 37 Foodservice Sales of Packaged Food by Category: Volume 2014-2019
Table 38 Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 39 Forecast Foodservice Sales of Packaged Food by Category: Volume 2019-2024
Table 40 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2019-2024

MARKET DATA

Table 41 Sales of Packaged Food by Category: Volume 2014-2019
Table 42 Sales of Packaged Food by Category: Value 2014-2019
Table 43 Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 44 Sales of Packaged Food by Category: % Value Growth 2014-2019
Table 45 GBO Company Shares of Packaged Food: % Value 2015-2019
Table 46 NBO Company Shares of Packaged Food: % Value 2015-2019
Table 47 LBN Brand Shares of Packaged Food: % Value 2016-2019
Table 48 Penetration of Private Label by Category: % Value 2014-2019
Table 49 Distribution of Packaged Food by Format: % Value 2014-2019
Table 50 Distribution of Packaged Food by Format and Category: % Value 2019
Table 51 Forecast Sales of Packaged Food by Category: Volume 2019-2024
Table 52 Forecast Sales of Packaged Food by Category: Value 2019-2024
Table 53 Forecast Sales of Packaged Food by Category: % Volume Growth 2019-2024
Table 54 Forecast Sales of Packaged Food by Category: % Value Growth 2019-2024

SOURCES

Summary 3 Research Sources