Naturally Healthy Packaged Food in Italy

PROSPECTS

Nuts and seeds as a source of protein

Italian consumers increasingly value nuts and seeds as a great source of protein instead of meat. Although meat consumption shows signs of recovery after years of decline, volumes are way behind what they used to be.

More healthy oils available

Extra virgin olive oil is considered the healthiest oil by Italians, and together with pasta and tomatoes it is the king of the Mediterranean diet. In recent years, however, the presence of local extra virgin has been reduced by extra virgin olive oil or olive oil that is bottled in Italy but it is actually made with olives from other countries.

High fibre pasta growth

In recent years, sales of traditional pasta have been hindered by increasing sales of health and wellness products, such as high fibre and organic, and pasta made with legumes or cereals. In terms of channels, consumption at home has been decreasing in favour of increased consumption in the foodservice channel.

COMPETITIVE LANDSCAPE

Campo dei Fiori invests in premium butter

Butter is considered a commodity by consumers. Prices face ups and downs depending on raw materials, however in recent years the product is experiencing premiumisation to differentiate available brands.

Madi Ventura targets active customers

Staying healthy is a must for consumers with active lifestyles. A vast number of Italians today enjoy sport, including walking, and they are looking for energy-boosting food to support them during their activities.

Oro Saiwa still shows potential

Mondelez’ Oro Saiwa is one of the most historical brands in sweet biscuits in Italy. The product line has been extended over time from the basic biscuit to include high fibre, gluten free and five-cereal options.

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