Sales of frozen pizza and frozen ready meals have increased in Italy in recent years. On the one hand, growth has been driven by consumers having less time to cook more elaborate meals, while on the other it has also been fuelled by manufacturers using better quality ingredients.
As Italian consumers try to make their lives easier, they are purchasing more ready meals. These are seen as ideal for when at work or at home, offering quick and healthy meal solutions.
Vegetarian and vegan products, especially second courses, are growing more than other chilled ready meals. Growth is not necessarily being driven by vegetarian and vegan consumers but generally those who consider these a healthier option.
Demand for local products is growing in Italy as consumers consider these as being of a higher quality. Bonduelle has been quick to recognise this trend and has launched a new line of prepared salads under the “Le Regionali” brand, which pairs salad ingredients with local products like taralli from Apulia, Sardinian bread or apples from Trentino.
In 2018, Zerbinati received recognition for its new Bowl’Z launch, a fresh ready meal range that taps into consumers’ willingness to eat fresh and healthy food when away from home. The line offers three variants - Rice à la Mediterranean, Quinoa à la Maroquin and Rice à la Asiatic.
Italpizza is one of the leading players in frozen pizza thanks to its launch some years ago of larger 26x38 pizzas, which were bigger than the average and welcomed by consumers as a way to save money. Over the years, thanks to heavy investment in new flavours, which are launched on a regular basis, 26x38 has become the standard size.
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This industry report originates from Passport, our Packaged Food market research database.