Sweet Biscuits, Snack Bars and Fruit Snacks in Italy

PROSPECTS

Sweet biscuits fully recovers from recession

In 2017, sweet biscuits grew in retail value and volume terms. The strong promotional activity implemented over time by large grocery retailers to drive sales and compete against discounters, continued to lower unit prices, but the regular introduction of new health and wellness items with higher unit prices balanced any negative effects.

Fruit snacks increase, as consumers demand more natural products

In 2018, Italian consumers continued to demonstrate a solid willingness to remain healthy through the food they eat. Local and natural products are increasing their sales, as well as organic items.

Snack bars – health and wellness is not the only driver

In 2017, snack bars recorded low retail value growth but stagnating volume sales. The product suits different consumers’ needs, from their willingness to eat natural and stay fit, to the necessity of having on-the-go products for quick breaks.

COMPETITIVE LANDSCAPE

Barilla Alimentare continues to invest in improving nutritional profile of its products

Barilla Alimentare SpA is the undisputed leader of sweet biscuits, snack bars and fruit snacks, as it operates in snack bars with Grancereale and Cerealix, as well as in sweet biscuits with Mulino Bianco, Pavesi and Grancereale. The company has made a clear statement of pursuing a healthy nutritional profile for its products, and in 2018 it was awarded “Prodotto Food” for the recently launched “Cioccograno” biscuit, made with whole wheat flour and chocolate.

Mondelez Italia Services Srl loses share

Mondelez Italia Services Srl remains one of the largest players in the food industry in Italy, and in snacks it operates under several brands such as Oro Saiwa, Oreo, Milka, Vitasnella and LU. Oro sweet biscuits hold the largest share in terms of sales, and the entire product line is positioned in the health and wellness range, with the most recent product launches being made with cereals and fibre.

Kellogg Italia Spa discontinues Nutri-Grain filled biscuits

In 2017, Kellogg Italia SpA discontinued sales of Nutri-Grain filled biscuits to concentrate on other products. The company’s focus is predicted to remain on Kellogg’s Special K bars, as well as cereals, but not on filled biscuits, given that the latter is not overly popular with Italians.

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