Packaged Food in Italy

December 2020
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Overview:

Understand the latest market trends and future growth opportunities for the Packaged Food industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.

If you're in the Packaged Food industry in Italy, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Packaged Food in Italy report includes:

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

This report answers:

  • What is the market size of Packaged Food in Italy?
  • Which are the leading brands in Packaged Food in Italy?
  • How are products distributed in Packaged Food in Italy?
  • How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
  • What are the key health and wellness concerns driving, or challenging, sales in Packaged Food?
  • How significant are vegan and vegetarian dietary requirements in determining sales growth in Italy?
  • How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
  • Where is future growth expected to be most dynamic?
  • How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?

Packaged Food in Italy

EXECUTIVE SUMMARY

COVID-19 impact on packaged food
COVID-19 country impact
Company response
Retailing shift
Foodservice vs retail split
What next for packaged food?

FOODSERVICE

Sales to Foodservice
Sales to foodservice remain under pressure as government financial stimuli fail to boost distributors or domestic tourism sufficiently, while the volume and value of orders fall as the customer base shrinks Multichannel strategies set to become the new “normal” as COVID-19 threatens sales to foodservice in the short to medium term Ethnic and international cuisine trends offer suppliers an area of potential growth in a tough and shrinking foodservice landscape
Consumer Foodservice
Consumer foodservice set to see slow recovery as consumers remain reluctant to eat out due to lingering threat of COVID-19 and further restrictions on foodservice establishments Menus are expected to feature more health and wellness and vegetarian/vegan options as foodservice operators try to tap into the healthy eating trend and add value to their offer Food delivery makes strong gains as consumers seek safer and more convenient foodservice options
Category Data
Chart 1 Packaged Food Value Sales Growth Scenarios: 2018-2025 Chart 2 Packaged Food Impact of Drivers on Value Sales: 2017-2025 Table 1 Foodservice Sales of Packaged Food by Category: Volume 2015-2020 Table 2 Foodservice Sales of Packaged Food by Category: % Volume Growth 2015-2020 Table 3 Forecast Foodservice Sales of Packaged Food by Category: Volume 2020-2025 Table 4 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2020-2025

MARKET DATA

Table 5 Sales of Packaged Food by Category: Volume 2015-2020 Table 6 Sales of Packaged Food by Category: Value 2015-2020 Table 7 Sales of Packaged Food by Category: % Volume Growth 2015-2020 Table 8 Sales of Packaged Food by Category: % Value Growth 2015-2020 Table 9 GBO Company Shares of Packaged Food: % Value 2016-2020 Table 10 NBO Company Shares of Packaged Food: % Value 2016-2020 Table 11 LBN Brand Shares of Packaged Food: % Value 2017-2020 Table 12 Penetration of Private Label by Category: % Value 2015-2020 Table 13 Distribution of Packaged Food by Format: % Value 2015-2020 Table 14 Distribution of Packaged Food by Format and Category: % Value 2020 Table 15 Forecast Sales of Packaged Food by Category: Volume 2020-2025 Table 16 Forecast Sales of Packaged Food by Category: Value 2020-2025 Table 17 Forecast Sales of Packaged Food by Category: % Volume Growth 2020-2025 Table 18 Forecast Sales of Packaged Food by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Edible Oils in Italy

KEY DATA FINDINGS

2020 IMPACT

Coronavirus (COVID-19) leads to collapse in foodservice sales, while home seclusion and health awareness support home-cooking and sales of healthier oil types
Stockpiling of healthier edible oil types oil sees spike in retail volume and value growth during the pandemic
Monini and Bertolli benefit from the strong demand for high-quality products to consolidate leading brand positions

RECOVERY AND OPPORTUNITIES

Volume over value growth anticipated as growing competition exerts downward pressure on unit prices of olive oil
Growing preference for perceived essentials set to boost the demand for olive oil, sunflower oil and “other” edible oil over less familiar or desired types
“Other” edible oil players look to create interest with new oil blends, certification and higher and clearer nutritional values

CATEGORY DATA

Table 19 Sales of Edible Oils by Category: Volume 2015-2020 Table 20 Sales of Edible Oils by Category: Value 2015-2020 Table 21 Sales of Edible Oils by Category: % Volume Growth 2015-2020 Table 22 Sales of Edible Oils by Category: % Value Growth 2015-2020 Table 23 NBO Company Shares of Edible Oils: % Value 2016-2020 Table 24 LBN Brand Shares of Edible Oils: % Value 2017-2020 Table 25 Distribution of Edible Oils by Format: % Value 2015-2020 Table 26 Forecast Sales of Edible Oils by Category: Volume 2020-2025 Table 27 Forecast Sales of Edible Oils by Category: Value 2020-2025 Table 28 Forecast Sales of Edible Oils by Category: % Volume Growth 2020-2025 Table 29 Forecast Sales of Edible Oils by Category: % Value Growth 2020-2025

Ready Meals in Italy

KEY DATA FINDINGS

2020 IMPACT

Ready meals continues positive trajectory despite Coronavirus (COVID-19) generating push and pull factors
Home seclusion benefits chilled frozen meals, but households also look to longer-lasting shelf stable and frozen options to cope with stay-at-home measures
Leading players add healthier attributes to their main convenience selling points to increase value and lure consumers

RECOVERY AND OPPORTUNITIES

Return to normalcy offers good growth potential, although value needs to be added to convenience to sustain healthy performance
Smaller portions, meal kits and more sophisticated offerings expected to pique the interest of convenience- and health-orientated consumers
Channel shifts benefit e-commerce and homeshopping as consumers warm to convenience and safe shopping options

CATEGORY DATA

Table 30 Sales of Ready Meals by Category: Volume 2015-2020 Table 31 Sales of Ready Meals by Category: Value 2015-2020 Table 32 Sales of Ready Meals by Category: % Volume Growth 2015-2020 Table 33 Sales of Ready Meals by Category: % Value Growth 2015-2020 Table 34 Sales of Chilled Ready Meals by Ethnicity: % Value 2015-2020 Table 35 Sales of Frozen Ready Meals by Ethnicity: % Value 2015-2020 Table 36 NBO Company Shares of Ready Meals: % Value 2016-2020 Table 37 LBN Brand Shares of Ready Meals: % Value 2017-2020 Table 38 Distribution of Ready Meals by Format: % Value 2015-2020 Table 39 Forecast Sales of Ready Meals by Category: Volume 2020-2025 Table 40 Forecast Sales of Ready Meals by Category: Value 2020-2025 Table 41 Forecast Sales of Ready Meals by Category: % Volume Growth 2020-2025 Table 42 Forecast Sales of Ready Meals by Category: % Value Growth 2020-2025

Sauces, Dressings and Condiments in Italy

KEY DATA FINDINGS

2020 IMPACT

Stockpiling and home seclusion spike sales as consumers look for products with an important role in meal preparation
Lockdown sees rush for tomato pastes and purées to ensure preparation of familiar recipes at home
Table 43 benefits as consumers look for quick and smart preparations for meals, snacks and aperitif occasions

RECOVERY AND OPPORTUNITIES

Retail volume growth expected to dip in the short term as stockpiling leaves households well stocked with their favourite sauces, dressings and condiments
Players that respond to the growing demand for foreign cuisines are expected to reap benefits in terms of sales
Street food offers strong growth potential for table sauces in foodservice, although second wave of the virus may delay development

CATEGORY DATA

Table 44 Sales of Sauces, Dressings and Condiments by Category: Volume 2015-2020 Table 45 Sales of Sauces, Dressings and Condiments by Category: Value 2015-2020 Table 46 Sales of Sauces, Dressings and Condiments by Category: % Volume Growth 2015-2020 Table 47 Sales of Sauces, Dressings and Condiments by Category: % Value Growth 2015-2020 Table 48 Sales of Cooking Sauces by Type: % Value 2015-2020 Table 49 NBO Company Shares of Sauces, Dressings and Condiments: % Value 2016-2020 Table 50 LBN Brand Shares of Sauces, Dressings and Condiments: % Value 2017-2020 Table 51 Distribution of Sauces, Dressings and Condiments by Format: % Value 2015-2020 Table 52 Forecast Sales of Sauces, Dressings and Condiments by Category: Volume 2020-2025 Table 53 Forecast Sales of Sauces, Dressings and Condiments by Category: Value 2020-2025 Table 54 Forecast Sales of Sauces, Dressings and Condiments by Category: % Volume Growth 2020-2025 Table 55 Forecast Sales of Sauces, Dressings and Condiments by Category: % Value Growth 2020-2025

Sweet Spreads in Italy

KEY DATA FINDINGS

2020 IMPACT

Coronavirus (COVID-19) boosts retail sales of sweet spreads at the expense of foodservice as consumers shift breakfast consumption from bars to the home
Healthy eating trend boosts nut and seed based spreads and honey, while chocolate spreads benefits from residual desire for indulgence in stressful times
Barilla’s new Pan di Stelle Crema leverages mainstream positioning, a strong brand name and free from palm oil attribute to step up challenge to Ferrero’s Nutella

RECOVERY AND OPPORTUNITIES

Positive but slower retail sales growth anticipated as COVID-19 drivers likely to weaken with the return to work, study and social norms
Manufacturers need to respond to the growing demand for healthier and more premium options in jams and preserves and honey to lure consumers
Indulgence, premiumisation and healthier ingredients to push sales of chocolate spreads and nut and seed based spreads

CATEGORY DATA

Table 56 Sales of Sweet Spreads by Category: Volume 2015-2020 Table 57 Sales of Sweet Spreads by Category: Value 2015-2020 Table 58 Sales of Sweet Spreads by Category: % Volume Growth 2015-2020 Table 59 Sales of Sweet Spreads by Category: % Value Growth 2015-2020 Table 60 Sales of Jams and Preserves by Leading Flavours: Rankings 2015-2020 Table 61 NBO Company Shares of Sweet Spreads: % Value 2016-2020 Table 62 LBN Brand Shares of Sweet Spreads: % Value 2017-2020 Table 63 Distribution of Sweet Spreads by Format: % Value 2015-2020 Table 64 Forecast Sales of Sweet Spreads by Category: Volume 2020-2025 Table 65 Forecast Sales of Sweet Spreads by Category: Value 2020-2025 Table 66 Forecast Sales of Sweet Spreads by Category: % Volume Growth 2020-2025 Table 67 Forecast Sales of Sweet Spreads by Category: % Value Growth 2020-2025

Soup in Italy

KEY DATA FINDINGS

2020 IMPACT

Lockdown affords consumers time and space to prepare soup and other meals from scratch to the detriment of packaged sales
High consumption of vegetables and diet trends support the demand for chilled soup, although sales differ according to region
Organic consumers’ acceptance of higher prices helps Almaverde Bio post the fastest retail value sales growth while economic and health factors support private label growth in chilled soup

RECOVERY AND OPPORTUNITIES

Chilled soup is predicted to continue to drive the category as consumers look for fast and convenient but healthier options to cope with a return to hectic lifestyles
Soup’s development set to shift to high service content, healthier and more flexible formats to cater to the growing demand for convenience with quality
Naturally healthy, traditional and foreign recipe trends set to survive COVID-19 and accelerate in the forecast period

CATEGORY DATA

Table 68 Sales of Soup by Category: Volume 2015-2020 Table 69 Sales of Soup by Category: Value 2015-2020 Table 70 Sales of Soup by Category: % Volume Growth 2015-2020 Table 71 Sales of Soup by Category: % Value Growth 2015-2020 Table 72 Sales of Soup by Leading Flavours: Rankings 2015-2020 Table 73 NBO Company Shares of Soup: % Value 2016-2020 Table 74 LBN Brand Shares of Soup: % Value 2017-2020 Table 75 Distribution of Soup by Format: % Value 2015-2020 Table 76 Forecast Sales of Soup by Category: Volume 2020-2025 Table 77 Forecast Sales of Soup by Category: Value 2020-2025 Table 78 Forecast Sales of Soup by Category: % Volume Growth 2020-2025 Table 79 Forecast Sales of Soup by Category: % Value Growth 2020-2025

Baked Goods in Italy

KEY DATA FINDINGS

2020 IMPACT

Unpackaged baked goods decline owing to longevity concerns and home seclusion
Fresh bread offering evolves to new-generation tastes
Health-orientated variants driving NPD

RECOVERY AND OPPORTUNITIES

E-commerce expansion predicted in baked goods
Piadina set to see NPD while sales of bigger packaged bread are likely to rise
Aligning with convenience and health trends key to keeping packaged bread relevant

CATEGORY DATA

Table 80 Sales of Baked Goods by Category: Volume 2015-2020 Table 81 Sales of Baked Goods by Category: Value 2015-2020 Table 82 Sales of Baked Goods by Category: % Volume Growth 2015-2020 Table 83 Sales of Baked Goods by Category: % Value Growth 2015-2020 Table 84 Sales of Pastries by Type: % Value 2015-2020 Table 85 NBO Company Shares of Baked Goods: % Value 2016-2020 Table 86 LBN Brand Shares of Baked Goods: % Value 2017-2020 Table 87 Distribution of Baked Goods by Format: % Value 2015-2020 Table 88 Forecast Sales of Baked Goods by Category: Volume 2020-2025 Table 89 Forecast Sales of Baked Goods by Category: Value 2020-2025 Table 90 Forecast Sales of Baked Goods by Category: % Volume Growth 2020-2025 Table 91 Forecast Sales of Baked Goods by Category: % Value Growth 2020-2025

Breakfast Cereals in Italy

KEY DATA FINDINGS

2020 IMPACT

Italians have more time for breakfast during lockdown, favouring cereals
Children’s breakfast cereals still growing but more natural options are increasingly appealing
Kellogg boosted by its naturally healthy muesli and granola additions

RECOVERY AND OPPORTUNITIES

Retail sales to remain robust as foodservice bounces back in 2021
Economic dip to strengthen private label’s hand, while cereals with specific health claims will gain further traction
Cameo has the right balance of indulgence and nutrition

CATEGORY DATA

Table 92 Sales of Breakfast Cereals by Category: Volume 2015-2020 Table 93 Sales of Breakfast Cereals by Category: Value 2015-2020 Table 94 Sales of Breakfast Cereals by Category: % Volume Growth 2015-2020 Table 95 Sales of Breakfast Cereals by Category: % Value Growth 2015-2020 Table 96 NBO Company Shares of Breakfast Cereals: % Value 2016-2020 Table 97 LBN Brand Shares of Breakfast Cereals: % Value 2017-2020 Table 98 Distribution of Breakfast Cereals by Format: % Value 2015-2020 Table 99 Forecast Sales of Breakfast Cereals by Category: Volume 2020-2025 Table 100 Forecast Sales of Breakfast Cereals by Category: Value 2020-2025 Table 101 Forecast Sales of Breakfast Cereals by Category: % Volume Growth 2020-2025 Table 102 Forecast Sales of Breakfast Cereals by Category: % Value Growth 2020-2025

Processed Meat and Seafood in Italy

KEY DATA FINDINGS

2020 IMPACT

Shelf stable categories lead the surge in demand as COVID-19 hits Italy
Hunger for meat substitutes has returned
Private label player Coop heads overall sales

RECOVERY AND OPPORTUNITIES

Sales imbalance between channels to redress itself in 2021
Smoked salmon is appealing to a wider consumer base
Cleaner-label and organic ham expected to penetrate further

CATEGORY DATA

Table 103 Sales of Processed Meat and Seafood by Category: Volume 2015-2020 Table 104 Sales of Processed Meat and Seafood by Category: Value 2015-2020 Table 105 Sales of Processed Meat and Seafood by Category: % Volume Growth 2015-2020 Table 106 Sales of Processed Meat and Seafood by Category: % Value Growth 2015-2020 Table 107 Sales of Shelf Stable Processed Red Meat by Type: % Volume Breakdown 2015-2020 Table 108 Sales of Chilled Processed Red Meat by Type: % Volume Breakdown 2015-2020 Table 109 Sales of Frozen Processed Red Meat by Type: % Volume Breakdown 2015-2020 Table 110 Sales of Frozen Processed Poultry by Type: % Value Breakdown 2015-2020 Table 111 Sales of Frozen Processed Seafood by Type: % Value Breakdown 2015-2020 Table 112 NBO Company Shares of Processed Meat and Seafood: % Value 2016-2020 Table 113 LBN Brand Shares of Processed Meat and Seafood: % Value 2017-2020 Table 114 Distribution of Processed Meat and Seafood by Format: % Value 2015-2020 Table 115 Forecast Sales of Processed Meat and Seafood by Category: Volume 2020-2025 Table 116 Forecast Sales of Processed Meat and Seafood by Category: Value 2020-2025 Table 117 Forecast Sales of Processed Meat and Seafood by Category: % Volume Growth 2020-2025 Table 118 Forecast Sales of Processed Meat and Seafood by Category: % Value Growth 2020-2025

Processed Fruit and Vegetables in Italy

KEY DATA FINDINGS

2020 IMPACT

Long-lasting nature of the products underpin surge in demand during lockdown
2020 likely to be an oasis of strong growth as fresh produce remains more popular
Entrance of organic player Roncadin a boost for frozen processed vegetables

RECOVERY AND OPPORTUNITIES

Normalisation in retail expected to be evident from 2021 as Italians return to fresh variants
The organic route could compensate for category maturity
Focus on convenience and quality to strengthen

CATEGORY DATA

Table 119 Sales of Processed Fruit and Vegetables by Category: Volume 2015-2020 Table 120 Sales of Processed Fruit and Vegetables by Category: Value 2015-2020 Table 121 Sales of Processed Fruit and Vegetables by Category: % Volume Growth 2015-2020 Table 122 Sales of Processed Fruit and Vegetables by Category: % Value Growth 2015-2020 Table 123 Sales of Frozen Processed Vegetables by Type: % Value Breakdown 2015-2020 Table 124 NBO Company Shares of Processed Fruit and Vegetables: % Value 2016-2020 Table 125 LBN Brand Shares of Processed Fruit and Vegetables: % Value 2017-2020 Table 126 Distribution of Processed Fruit and Vegetables by Format: % Value 2015-2020 Table 127 Forecast Sales of Processed Fruit and Vegetables by Category: Volume 2020-2025 Table 128 Forecast Sales of Processed Fruit and Vegetables by Category: Value 2020-2025 Table 129 Forecast Sales of Processed Fruit and Vegetables by Category: % Volume Growth 2020-2025 Table 130 Forecast Sales of Processed Fruit and Vegetables by Category: % Value Growth 2020-2025

Rice, Pasta and Noodles in Italy

KEY DATA FINDINGS

2020 IMPACT

Love for Italian-made pasta and rice resurfaces amid pandemic
Italians seek added value and new flavour experiences
Leading player Barilla prioritises sustainability and healthier products

RECOVERY AND OPPORTUNITIES

Normal service set to resume in 2022, with organic variants and noodles offering best growth prospects
Italians to increasingly buy added-value pasta and rice as health trend strengthens
Largest category dried pasta faces challenges, but should just avoid decline

CATEGORY DATA

Table 131 Sales of Rice, Pasta and Noodles by Category: Volume 2015-2020 Table 132 Sales of Rice, Pasta and Noodles by Category: Value 2015-2020 Table 133 Sales of Rice, Pasta and Noodles by Category: % Volume Growth 2015-2020 Table 134 Sales of Rice, Pasta and Noodles by Category: % Value Growth 2015-2020 Table 135 Sales of Instant Noodles by Leading Flavours: Rankings 2015-2020 Table 136 NBO Company Shares of Rice, Pasta and Noodles: % Value 2016-2020 Table 137 LBN Brand Shares of Rice, Pasta and Noodles: % Value 2017-2020 Table 138 NBO Company Shares of Rice: % Value 2016-2020 Table 139 LBN Brand Shares of Rice: % Value 2017-2020 Table 140 NBO Company Shares of Pasta: % Value 2016-2020 Table 141 LBN Brand Shares of Pasta: % Value 2017-2020 Table 142 NBO Company Shares of Noodles: % Value 2016-2020 Table 143 LBN Brand Shares of Noodles: % Value 2017-2020 Table 144 Distribution of Rice, Pasta and Noodles by Format: % Value 2015-2020 Table 145 Distribution of Rice by Format: % Value 2015-2020 Table 146 Distribution of Pasta by Format: % Value 2015-2020 Table 147 Distribution of Noodles by Format: % Value 2015-2020 Table 148 Forecast Sales of Rice, Pasta and Noodles by Category: Volume 2020-2025 Table 149 Forecast Sales of Rice, Pasta and Noodles by Category: Value 2020-2025 Table 150 Forecast Sales of Rice, Pasta and Noodles by Category: % Volume Growth 2020-2025 Table 151 Forecast Sales of Rice, Pasta and Noodles by Category: % Value Growth 2020-2025
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This report originates from Passport, our Packaged Food research and analysis database.

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