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Packaged Food in Italy
 

Packaged Food in Italy

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With this market report, you’ll be able to explore in detail the changing shape and potential of the industry. You will now be able to plan and build strategy on real industry data and projections.

With this market report, you’ll be able to explore in detail the changing shape and potential of the industry. You will now be able to plan and build strategy on real industry data and projections.

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    Packaged Food in Italy Packaged Food in Italy Document Transcript

    • Packaged Food in ItalyPublished: November 2011Price: $ 6500This Euromonitor market report provides market trend and market growth analysis of thePackaged Food industry in Italy. With this market report, you’ll be able to explore in detailthe changing shape and potential of the industry. You will now be able to plan and buildstrategy on real industry data and projections.The Packaged Food 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-countryOur market research reports answer questions such as: What is the market size of Packaged Food in Italy? What are the major brands in Italy? As economic prospects slowly improve, are consumers starting to eat out more and spending less time cooking at home? How is private label performing in the wake of retail consolidation and the global economic hangover? Do consumers want value for money or added value?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 functionsThis industry report originates from Passport, our Packaged Food market researchdatabase. Each report is delivered with the following components: Report: PDF and Word Market statistics: Excel workbook Sample AnalysisEXECUTIVE SUMMARYSlow economic recovery impacts salesThe pace of economic recovery in Italy in 2011 was slower than previously anticipated,and the level of unemployment remained significantly higher compared to pre-
    • recessionary years, which was reflected in the still cautious attitude of consumers towardsspending. In 2011, foodservice volume sales continued to suffer as many Italians were stillreluctant to spend money on meals away from home. Additionally, Italians were stilllooking for bargains and cut back on some higher priced items in retail, althoughfunctional healthy products and occasional small luxury treats helped to support sales ofsuch products as soy drinks and higher quality boxed chocolates.Polarisation continues to impact salesDue to the pessimism regarding Italy’s economy, families dined out less often and optedto prepare home-cooked food. However, not all consumers were opposed to paying apremium for healthier options, such as organic food, or high-end products to indulge inwhile dining at home. On the one hand, increasing price sensitivity resulted in growingconsumer demand for economy products, boosting sales of economy brands and privatelabel products. On the other hand, demand for premium products also continued toincrease, with many using packaged food to provide affordable indulgences during a timeof economic hardship. Many thus sought to economise in general in packaged food, whilestill purchasing a small number of premium products as treats. As a result, there waspolarisation across many product areas, with mid-priced brands tending to lose share.Modest gains made by private labelPrivate label was on the radar of retailers and manufacturers throughout the recession, asconsumers faced tougher economic conditions and rising unemployment, and sought to cutthe cost of their grocery shopping. In addition, with intense competition and a reluctanceto increase prices significantly to cover costs amidst weak consumer spending, privatelabel has become more than ever a way to achieve a profit. On the whole, private labelmade gains in 2010 in Italy. However, the increases were not as strong as might havebeen expected and not all categories benefited equally. This was mainly due to the factthat in Italy manufacturers tend to be stronger than retailers, and thus have morenegotiating power when it comes to setting retail prices.Economic concerns shape distributionSupermarkets/hypermarkets dominate sales of packaged food and continued to gain sharethroughout the review period. This channel is the obvious choice for increasingly time-pressed Italian consumers, with wide ranges, ease of parking and long opening hoursoffering high levels of convenience. This channel also benefited from these retailersexpanding their private label ranges to include more value-added, indulgent and organicoptions. However, not surprisingly, in view of the economic situation, many consumersshifted towards more competitive distribution channels in 2010-2011, primarily grocerydiscounters and internet retailing.Marginal growth expected due to ongoing economic concernsOverall packaged food constant value sales are set to increase very slightly over theforecast period. The polarisation observed in 2010 and 2011 will continue, with growingdemand for the best deals on one hand, including private label and family formats in bulkice cream or yoghurts, for instance, and the fragile loyalty of upper-middle income groupsto upmarket products on the other. In addition, many categories are likely to becomemore dependent on in-store promotions and discounts in staple products like dairyproducts. Consumer lifestyle habits will remain busy, aiding growth in meal solutions morethan in nutrition/staples, while impulse/indulgence products will continue to bear the brunt
    • of the weak nature of the economic recovery. Naturally healthy, additive-free and organicpackaged food should further develop at the expense of better-for-you and functionalfood, which will face more stringent EU legislation about claims.Table of ContentsPackaged Food in Italy - Industry OverviewEXECUTIVE SUMMARYSlow economic recovery impacts salesPolarisation continues to impact salesModest gains made by private labelEconomic concerns shape distributionMarginal growth expected due to ongoing economic concernsKEY TRENDS AND DEVELOPMENTSSlow pace of economic recovery keep sales in checkPrivate label small but growingBusy consumers demand conveniencePrice-sensitive consumers influence distributionHealthier nutrition choices remain in focusFOODSERVICE – KEY TRENDS AND DEVELOPMENTSHeadlinesTrendsCompetitive LandscapeProspectsCATEGORY DATAIMPULSE AND INDULGENCE PRODUCTS – KEY TRENDS AND DEVELOPMENTSHeadlinesTrendsCompetitive LandscapeProspectsCATEGORY DATANUTRITION/STAPLES – KEY TRENDS AND DEVELOPMENTSHeadlinesTrendsCompetitive LandscapeProspectsCATEGORY DATAMEAL SOLUTIONS – KEY TRENDS AND DEVELOPMENTSHeadlinesTrendsCompetitive LandscapeProspectsCATEGORY DATAMARKET DATA
    • Table 35 Sales of Packaged Food by Category: Volume 2006-2011Table 36 Sales of Packaged Food by Category: Value 2006-2011Table 37 Sales of Packaged Food by Category: % Volume Growth 2006-2011Table 38 Sales of Packaged Food by Category: % Value Growth 2006-2011Table 39 GBO Shares of Packaged Food 2006-2010Table 40 NBO Shares of Packaged Food 2006-2010Table 41 NBO Brand Shares of Packaged Food 2007-2010Table 42 Penetration of Private Label by Category 2006-2011Table 43 Sales of Packaged Food by Distribution Format: % Analysis 2006-2011Table 44 Sales of Packaged Food by Category and Distribution Format: % Analysis 2011Table 45 Forecast Sales of Packaged Food by Category: Volume 2011-2016Table 46 Forecast Sales of Packaged Food by Category: Value 2011-2016Table 47 Forecast Sales of Packaged Food by Category: % Volume Growth 2011-2016Table 48 Forecast Sales of Packaged Food by Category: % Value Growth 2011-2016SOURCESSummary 1 Research SourcesPackaged Food in Italy - Company ProfilesBarilla Alimentare SpA in Packaged Food (Italy)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONCOMPETITIVE POSITIONINGSummary 4 Barilla Alimentare SpA: Competitive Position 2010Carapelli Firenze SpA in Packaged Food (Italy)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONSummary 7 Carapelli Firenze SpA: Production Statistics 2010
    • COMPETITIVE POSITIONINGSummary 8 Carapelli Firenze SpA: Competitive Position 2010Cesare Fiorucci SpA in Packaged Food (Italy)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONCOMPETITIVE POSITIONINGConserve Italia - Consorzio Cooperative Conserve Italia scarl in Packaged Food (Italy)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONSummary 12 Conserve Italia – Consorzio Cooperative Conserve Italia scarl: ProductionStatistics 2010COMPETITIVE POSITIONINGSummary 13 Conserve Italia – Consorzio Cooperative Conserve Italia scarl: CompetitivePosition 2010Consorzio del Prosciutto di Parma in Packaged Food (Italy)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONCOMPETITIVE POSITIONINGSummary 16 Consorzio del Prosciutto di Parma: Competitive Position 2010Ferrarini SpA in Packaged Food (Italy)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONSummary 19 Ferrero SpA: Production Statistics 2010COMPETITIVE POSITIONINGSummary 20 Ferrero SpA: Competitive Position 2010Galbusera Dolciaria SpA in Packaged Food (Italy)STRATEGIC DIRECTION
    • KEY FACTSCOMPANY BACKGROUNDPRODUCTIONCOMPETITIVE POSITIONINGSummary 23 Galbusera Dolciaria SpA: Competitive Position 2010Granarolo SpA in Packaged Food (Italy)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONSummary 26 Granarolo SpA: Production Statistics 2010COMPETITIVE POSITIONINGSummary 27 Granarolo SpA: Competitive Position 2010Marr SpA in Packaged Food (Italy)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONCOMPETITIVE POSITIONINGMontana Alimentari SpA in Packaged Food (Italy)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONCOMPETITIVE POSITIONINGNestlé Italiana SpA in Packaged Food (Italy)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONSummary 34 Nestlé Italiana SpA: Production Statistics 2010COMPETITIVE POSITIONINGSummary 35 Nestlé Italiana SpA: Competitive Position 2010Pastificio Rana SpA in Packaged Food (Italy)STRATEGIC DIRECTION
    • KEY FACTSCOMPANY BACKGROUNDPRODUCTIONCOMPETITIVE POSITIONINGSummary 38 Pastificio Rana SpA: Competitive Position 2010Unilever Italia SpAin Packaged Food (Italy)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONCOMPETITIVE POSITIONINGSummary 41 Unilever Italia SpA: Competitive Position 2010Valledoro SpA in Packaged Food (Italy)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONCOMPETITIVE POSITIONINGBaby Food in Italy - Category AnalysisHEADLINESTRENDSIn Italy, baby food is suffering from a falling birth rate, the increasing popularity ofbreastfeeding and a growing interest in home cooked baby food. As a result, baby food isset to continue to decline in 2011. Many parents have also continued to shift fromprepared baby food to homemade food as a result of negative media publicity concerninghigh levels of sugar and artificial additives in baby food products. This is seeing preparedbaby food contract in both volume and current value terms despite the continuous growthin organic prepared baby food offerings.COMPETITIVE LANDSCAPEBaby food remained rather concentrated in 2010, with Plasmon Dietetici Alimentari - PladaSpA and Mellin SpA accounting for more than a 70% combined value share. Plasmon wasthe undisputed leader with a value share of almost 50% in 2010. The company has anextensive product range in baby food, is present throughout the category and is also verywell known in Italy.PROSPECTSTo the detriment of prepared baby food, many Italian parents still prefer to feed theirbabies homemade food, and this trend has been exacerbated by the economic crisis. Inresponse to this, baby food manufacturers are likely to improve their recipes and
    • formulations, notably with more organic or naturally healthy ingredients in order to attractmore consumers to baby food. At the same time, manufacturers will also likely continue toengage in promotional activities as it is unlikely that there will be a sudden increase inhousehold purchasing power over the next few years, which means that consumers willcontinue to look for competitively priced products.CATEGORY DATATable 49 Sales of Baby Food by Category: Volume 2006-2011Table 50 Sales of Baby Food by Category: Value 2006-2011Table 51 Sales of Baby Food by Category: % Volume Growth 2006-2011Table 52 Sales of Baby Food by Category: % Value Growth 2006-2011Table 53 Soy-based Vs Dairy-based Special Baby Milk Formula % Breakdown 2010Table 54 Baby Food Company Shares 2006-2010Table 55 Baby Food Brand Shares 2007-2010Table 56 Sales of Baby Food by Distribution Format: % Analysis 2006-2011Table 57 Forecast Sales of Baby Food by Category: Volume 2011-2016Table 58 Forecast Sales of Baby Food by Category: Value 2011-2016Table 59 Forecast Sales of Baby Food by Category: % Volume Growth 2011-2016Table 60 Forecast Sales of Baby Food by Category: % Value Growth 2011-2016Baked Goods in Italy - Category AnalysisHEADLINESTRENDSThe main trend which characterised baked goods in Italy during 2011 was the 3% priceincrease recorded in artisanal bread, which rose to an average unit price of €2 per kg. Thisincrease was caused by rises in all of the input costs for the production of baked goods.COMPETITIVE LANDSCAPE79% of all retail sales of baked goods in Italy during 2010 were accounted for byunpackaged/artisanal products. The high proportion of unpackaged/artisanal products inbaked goods in Italy is due to the superior freshness, variety and perceived higher qualityof unpackaged/artisanal baked goods. Among industrial branded products, Barillaremained the leading manufacturer in 2010 with a 6% value share. Barilla’s success inbaked goods was mainly achieved thanks to its well-known Mulino Bianco brand. Barillawas followed by Bauli SpA and Ferrero SpA.
    • PROSPECTSThe key trend in baked goods in Italy over the forecast period is expected to be theongoing decline of unpackaged/artisanal bread. There will be many influences in thisdecline, but above all it will be caused by the increases expected in the average unit priceof unpackaged/artisanal bread. This trend is particularly interesting in the context of Italy,which is a conservative country in terms of food habits and very attached to its historicand cultural food products, particularly its many different types of unpackaged/artisanalbread.CATEGORY DATATable 61 Sales of Baked Goods by Category: Volume 2006-2011Table 62 Sales of Baked Goods by Category: Value 2006-2011Table 63 Sales of Baked Goods by Category: % Volume Growth 2006-2011Table 64 Sales of Baked Goods by Category: % Value Growth 2006-2011Table 65 Packaged/Industrial Bread by Type: % Value Breakdown 2006-2011Table 66 Unpackaged/Artisanal Bread: In-store Bakery Sales 2006-2011Table 67 Pastries by Type: % Value Breakdown 2006-2011Table 68 Packaged/Industrial Cakes: Single Portion vs Multi-pack % Breakdown by Type2006-2011Table 69 Baked Goods Company Shares 2006-2010Table 70 Baked Goods Brand Shares 2007-2010Table 71 Sales of Baked Goods by Distribution Format: % Analysis 2006-2011Table 72 Forecast Sales of Baked Goods by Category: Volume 2011-2016Table 73 Forecast Sales of Baked Goods by Category: Value 2011-2016Table 74 Forecast Sales of Baked Goods by Category: % Volume Growth 2011-2016Table 75 Forecast Sales of Baked Goods by Category: % Value Growth 2011-2016Biscuits in Italy - Category AnalysisHEADLINESTRENDSDuring 2011, Italian consumers returned to their erstwhile preference for consuming
    • biscuits, especially for breakfast. Biscuits are more convenient than alternative breakfastproducts such as breakfast cereals and biscuits also has a key advantage in terms of itslower average unit price. Canny Italian biscuit companies were quick to spot this newtrend in 2011 and increased their advertising spending, especially through television andradio.COMPETITIVE LANDSCAPEThe leading company in biscuits in Italy during 2010 remained Barilla Alimentare SpA,which accounted for 43% of total biscuits value sales. Barilla’s value share did not increasesignificantly during 2010 as competition in biscuits in Italy remains very strong. Barillamanaged to maintain its leading position through advertising and marketing campaignsaimed at strengthening awareness of its Mulino Bianco, Pavese and Grancereale brands. In2010 Barilla based its television advertising campaign for the Mulino Bianco brand on thehigh proportion of natural ingredients contained within Mulino Bianco products.PROSPECTSOver the forecast period, Italian biscuit manufacturers are expected to invest further inplain biscuits in order to benefit from the high level of consumer interest in plain biscuitsas they are easier to combine with spreads and hot drinks and in Italy this is particularlyimportant as biscuits are generally consumed at breakfast. At the same time, newhealthier biscuits such as sugar-free biscuits and digestive biscuits as well as biscuitswhich are based on ingredients such as whole grains and dark chocolate are expected toincrease in popularity in Italy over the forecast period.CATEGORY DATATable 76 Sales of Biscuits by Category: Volume 2006-2011Table 77 Sales of Biscuits by Category: Value 2006-2011Table 78 Sales of Biscuits by Category: % Volume Growth 2006-2011Table 79 Sales of Biscuits by Category: % Value Growth 2006-2011Table 80 Biscuits Company Shares 2006-2010Table 81 Biscuits Brand Shares 2007-2010Table 82 Sales of Biscuits by Distribution Format: % Analysis 2006-2011Table 83 Forecast Sales of Biscuits by Category: Volume 2011-2016Table 84 Forecast Sales of Biscuits by Category: Value 2011-2016Table 85 Forecast Sales of Biscuits by Category: % Volume Growth 2011-2016Table 86 Forecast Sales of Biscuits by Category: % Value Growth 2011-2016
    • Breakfast Cereals in Italy - Category AnalysisHEADLINESTRENDSConsumer demand for more convenient products and better value for money in limiteddemand for breakfast cereals during 2011. The appeal of breakfast cereals waned to theadvantage of alternative breakfast products such as biscuits. In fact, many Italianconsumers switched from breakfast cereals towards biscuits during 2011, although leadingbreakfast cereals manufacturers attempted to re-launch breakfast cereals throughout 2011by introducing their products in larger packaging formats, although these strategies havenot yet proved very successful.COMPETITIVE LANDSCAPEBreakfast cereals in Italy remained highly concentrated in 2010, with the two leadingcompanies Kellogg and Nestlé combined accounting for 79% of total value sales. Theleading positions of Kellogg and Nestlé are almost unassailable for a variety of reasons,not least the domination of retail shelf space by Kellogg and Nestlé brands, leaving scantexposure in retail outlets for other companies and brands. Kellogg and Nestlé also offerfrequent new product developments, making it even harder for smaller companies to gainshelf space for their products. The leading brand in breakfast cereals in Italy during 2010was Kellogg’s Special K, which benefited from significant advertising support, followed byKellogg’s All Bran and Kellogg’s Coco Pops. The strong position of these last two brands isan indication of the importance of both whole grain fibre products and children’s breakfastcereals in Italy.PROSPECTSBreakfast cereals is not expected to register positive growth over the forecast period. Themost interesting trend in breakfast cereals during the forecast period will be the ongoingconsumer focus on healthier packaged food products, which will lead Italians to preferplain cereals and natural cereals containing fruit over more sophisticated products. On theother hand, Italians will also spend more on products which are intended specifically forconsumption by children as Italian parents are always extremely keen to spend as muchas possible on the diets of their children.CATEGORY DATATable 87 Sales of Breakfast Cereals by Category: Volume 2006-2011Table 88 Sales of Breakfast Cereals by Category: Value 2006-2011Table 89 Sales of Breakfast Cereals by Category: % Volume Growth 2006-2011Table 90 Sales of Breakfast Cereals by Category: % Value Growth 2006-2011Table 91 Breakfast Cereals Company Shares 2006-2010
    • Table 92 Breakfast Cereals Brand Shares 2007-2010Table 93 Sales of Breakfast Cereals by Distribution Format: % Analysis 2006-2011Table 94 Forecast Sales of Breakfast Cereals by Category: Volume 2011-2016Table 95 Forecast Sales of Breakfast Cereals by Category: Value 2011-2016Table 96 Forecast Sales of Breakfast Cereals by Category: % Volume Growth 2011-2016Table 97 Forecast Sales of Breakfast Cereals by Category: % Value Growth 2011-2016Canned/Preserved Food in Italy - Category AnalysisHEADLINESTRENDSThe impact of the economic downturn continued to affect purchasing patterns during2011, and pushed consumers towards canned/preserved food products, along with ageneral shift towards cheaper products. However, convenience in terms of usage andsaving time also remained important. The canned/preserved food category, like manyother packaged food categories, also profited from higher expenditure in the retailchannel, as families have cut their spending on eating out.COMPETITIVE LANDSCAPEBolton Alimentari continued to lead canned/preserved food in 2010, with a value share of20%. Its Rio Mare (canned/preserved fish/seafood) and Manzotin (canned/preserved meatand meat products) brands are very popular in Italy.PROSPECTSSales of canned/preserved food are expected to be static in constant value terms over theforecast period. Volume sales will also be static, in line with the review period trend. Asthe economy is expected to recover in the next few years, demand for cheaper productslike canned/preserved food is set to start to slow down, due to a consumer shift towardsmore expensive, fresher and healthier products. Canned food is a mature category andaffected by a consumer culture that perceives these kinds of products to be a low qualityalternative to fresher foodstuffs, which is why the category will continue to experiencestagnation.CATEGORY DATATable 98 Sales of Canned/Preserved Food by Category: Volume 2006-2011Table 99 Sales of Canned/Preserved Food by Category: Value 2006-2011Table 100 Sales of Canned/Preserved Food by Category: % Volume Growth 2006-2011Table 101 Sales of Canned/Preserved Food by Category: % Value Growth 2006-2011
    • Table 102 Canned/Preserved Food Company Shares 2006-2010Table 103 Canned/Preserved Food Brand Shares 2007-2010Table 104 Sales of Canned/Preserved Food by Distribution Format: % Analysis 2006-2011Table 105 Forecast Sales of Canned/Preserved Food by Category: Volume 2011-2016Table 106 Forecast Sales of Canned/Preserved Food by Category: Value 2011-2016Table 107 Forecast Sales of Canned/Preserved Food by Category: % Volume Growth 2011-2016Table 108 Forecast Sales of Canned/Preserved Food by Category: % Value Growth 2011-2016Cheese in Italy - Category AnalysisHEADLINESTRENDSItalian consumers have shown in 2010 and 2011 that they remain attached to taste andquality. They are mainly interested in traditional Italian hard and soft cheeses as well aslocal products. Private label’s share in Italian cheese remains low, although it is expectedto rise in the future. Premium products, DOP (Protected Origin Denomination) cheeses andpackaged options remain consumers’ first choices.COMPETITIVE LANDSCAPELactalis continued to lead cheese in 2010, accounting for a 12% value share throughbrands such as Santa Lucia, Invernizzi, Locatelli, Bel Paese, Vallelata, Galbanino andGalbani. Ranked second was Kraft Foods with a 6% value share, followed by Granaroloand Zanetti. Nevertheless, the cheese competitive landscape in Italy is rather fragmented,with around 62% of value sales accounted for by “others”.PROSPECTSCheese remains a mature category which also faces several threats. Manufacturers couldexperience a further decline in sales as consumers opt for private label products. Due toincreasing consumer health awareness, the high fat content of cheese is also resulting insome consumers shifting towards healthier alternatives in dairy products. Therefore, theconsumption of cheese in Italy is not expected to progress significantly over the forecastperiod, with an increase of less than 1% in volume terms. Should manufacturers see moredynamic demand, they will need to focus on developing new added-value packs as well asnew opportunities to enjoy cheese at times other than between courses, encouraging theconsumption of cheese in salads, as a cooking ingredient and even as an aperitif.CATEGORY DATA
    • Table 109 Sales of Cheese by Category: Volume 2006-2011Table 110 Sales of Cheese by Category: Value 2006-2011Table 111 Sales of Cheese by Category: % Volume Growth 2006-2011Table 112 Sales of Cheese by Category: % Value Growth 2006-2011Table 113 Spreadable Processed Cheese by Type: % Value Breakdown 2006-2011Table 114 Unprocessed Cheese by Type: % Value Breakdown 2009-2010Table 115 Cheese Company Shares 2006-2010Table 116 Cheese Brand Shares 2007-2010Table 117 Sales of Cheese by Distribution Format: % Analysis 2006-2011Table 118 Forecast Sales of Cheese by Category: Volume 2011-2016Table 119 Forecast Sales of Cheese by Category: Value 2011-2016Table 120 Forecast Sales of Cheese by Category: % Volume Growth 2011-2016Table 121 Forecast Sales of Cheese by Category: % Value Growth 2011-2016Chilled Processed Food in Italy - Category AnalysisHEADLINESTRENDSUnlike many other packaged food categories, chilled processed food continued to seehealthy growth during the economic downturn, performed positively in 2010 and 2011, inline with the review period average growth rate, registering, respectively, current valuegrowth of 5% and 4%. This was supported by volume growth of 6% in 2010 and a lower2% in 2011, with the latter year seeing an increase in the average unit price. Quality,convenience and innovation have offset the impact of declining consumer disposableincomes and driven sales of chilled products, which are generally appreciated for theirfreshness, typically low calorie content and health-related values.COMPETITIVE LANDSCAPEChilled processed food remains highly fragmented in Italy, as companies commonly focuson specific categories (eg processed meat). Consorzio del Prosciutto di Parma leads;followed by Fiorucci. However, if individual retailers are included, then Coop leads with itsprivate label range. Consorzio del Prosciutto di Parma leads the chilled processed meatcategory, aided by the wide variety of products it offers. 2010 saw innovation with thecreation of an entire new range of products – Linea 100% Naturale – with no addedpreservatives. There are three different product lines, Suprema in a variety of mortadellaformats, Fiordicotto in cooked ham, and Rostello in roasted ham. Consorzio del Prosciutto
    • di Parma continues to maintain its leadership as it operates within the most lucrativecategory and manufactures high quality Parma cooked ham, which is the most popularproduct in the category.PROSPECTSChilled processed food is expected to continue to perform positively over the forecastperiod, with the exception of chilled pizza and chilled lunch kits. Chilled pizza is losing inthe competition with frozen pizza, while chilled lunch kits have failed to win overconsumers. Gradual economic recovery will contribute to growth in the overall categoryfrom 2012, although annual average volume and value growth is expected to be slightlylower than it was before the economic crisis happened. Manufacturers will continue tofocus on health and innovation, as well as aiming to attract consumers concerned aboutconvenience and price.CATEGORY DATATable 122 Sales of Chilled Processed Food by Category: Volume 2006-2011Table 123 Sales of Chilled Processed Food by Category: Value 2006-2011Table 124 Sales of Chilled Processed Food by Category: % Volume Growth 2006-2011Table 125 Sales of Chilled Processed Food by Category: % Value Growth 2006-2011Table 126 Chilled Processed Meat by Type: % Value Breakdown 2006-2011Table 127 Chilled Processed Meat: % Share of Chilled Meat Substitute 2006-2011Table 128 Chilled Processed Food Company Shares 2006-2010Table 129 Chilled Processed Food Brand Shares 2007-2010Table 130 Sales of Chilled Processed Food by Distribution Format: % Analysis 2006-2011Table 131 Forecast Sales of Chilled Processed Food by Category: Volume 2011-2016Table 132 Forecast Sales of Chilled Processed Food by Category: Value 2011-2016Table 133 Forecast Sales of Chilled Processed Food by Category: % Volume Growth 2011-2016Table 134 Forecast Sales of Chilled Processed Food by Category: % Value Growth 2011-2016Chocolate Confectionery in Italy - Category AnalysisHEADLINESTRENDS
    • Growth in chocolate confectionery in 2011 growth was driven by higher demand forindulgent products, which was of the main consumer trends throughout packaged food inItaly during 2011.COMPETITIVE LANDSCAPEFerrero continued to lead chocolate confectionery in Italy during 2010 with a 35% valueshare. The company’s strong leadership in chocolate confectionery is mainly due to itsextensive brand portfolio, with brands such as Kinder and Ferrero Rocher enjoying well-established popularity among vast numbers of Italian consumers. Following in secondposition in 2010 was Nestlé Italiana, while Lindt & Sprüngli rounded out the top three. In2010, both Ferrero and Lindt & Sprüngli SpA lost marginal value share to Nestlé ItalianaSpA, which benefited from the success of its most recent product launches. The proportionof chocolate confectionery value sales accounted for by private label also increased during2010 as more Italian consumers were keen to trade down to private label in order to savemoney. Advertising campaigns were largely responsible for the slight changes registered inthe value shares of the top three companies in chocolate confectionery during 2010 asItalian consumers are generally very receptive to advertising, especially when it comes tochocolate confectionery.PROSPECTSDuring the forecast period, the leading producers of chocolate confectionery in Italy willintroduce innovative new product recipes and new packaging. For example, a growingnumber of chocolate confectionery manufacturers are expected to launch innovativeproducts based on local ingredients. Furthermore, dark chocolate is expected to play anincreasingly important role in tablets and countlines over the forecast period as the trendfor more traditional, premium and healthier products will continue to have a majorinfluence on demand for chocolate confectionery.CATEGORY DATATable 135 Sales of Chocolate Confectionery by Category: Volume 2006-2011Table 136 Sales of Chocolate Confectionery by Category: Value 2006-2011Table 137 Sales of Chocolate Confectionery by Category: % Volume Growth 2006-2011Table 138 Sales of Chocolate Confectionery by Category: % Value Growth 2006-2011Table 139 Chocolate Tablets by Type: % Value Breakdown 2006-2011Table 140 Chocolate Confectionery Company Shares 2006-2010Table 141 Chocolate Confectionery Brand Shares 2007-2010Table 142 Sales of Chocolate Confectionery by Distribution Format: % Analysis 2006-2011Table 143 Forecast Sales of Chocolate Confectionery by Category: Volume 2011-2016
    • Table 144 Forecast Sales of Chocolate Confectionery by Category: Value 2011-2016Table 145 Forecast Sales of Chocolate Confectionery by Category: % Volume Growth2011-2016Table 146 Forecast Sales of Chocolate Confectionery by Category: % Value Growth 2011-2016Dried Processed Food in Italy - Category AnalysisHEADLINESTRENDSRising demand for healthier, lighter and cheaper products was the main trend within driedprocessed food in 2011. In addition, a large number of consumers are increasinglyinterested in ethnic cooking, boosting demand for new innovative segments and newflavours in the packaged food market.COMPETITIVE LANDSCAPEBarilla was the leading manufacturer in 2010, accounting for 30% of retail value sales inthe category overall, and commanding a 37% share in dried pasta. Private label held ashare larger than any brand manufacturer other than Barilla, with Coop alone being thethird largest player in 2010, just behind De Cecco, with a value share of 6%. Private labelin total accounted for almost 24% of dried processed food value sales in 2010. Thesuccess of Barilla and De Cecco can be attributed to their dynamism with regard to settingand responding to new trends in dried pasta, and offering products with a goodprice/quality ratio. Private label is, however, increasingly playing a central role in thecategory, continuing to growing at steady positive rates. This can be attributed to risingdemand for cheaper products as a result of the economic downturn, which has beenparticularly apparent in more commodified packaged food categories, such as pasta andrice.PROSPECTSDemand for both healthy and easy-to-cook products is expected to increase over theforecast period, due to the increasingly hectic pace of modern life and rising consumerhealth awareness. As a result, new innovative fast-cooking noodles, rice, dried readymeals and dessert mixes brands are expected to perform better over the coming yearsthan in review period.CATEGORY DATATable 147 Sales of Dried Processed Food by Category: Volume 2006-2011Table 148 Sales of Dried Processed Food by Category: Value 2006-2011Table 149 Sales of Dried Processed Food by Category: % Volume Growth 2006-2011Table 150 Sales of Dried Processed Food by Category: % Value Growth 2006-2011
    • Table 151 Dried Processed Food Company Shares 2006-2010Table 152 Dried Processed Food Brand Shares 2007-2010Table 153 Sales of Dried Processed Food by Distribution Format: % Analysis 2006-2011Table 154 Forecast Sales of Dried Processed Food by Category: Volume 2011-2016Table 155 Forecast Sales of Dried Processed Food by Category: Value 2011-2016Table 156 Forecast Sales of Dried Processed Food by Category: % Volume Growth 2011-2016Table 157 Forecast Sales of Dried Processed Food by Category: % Value Growth 2011-2016Drinking Milk Products in Italy - Category AnalysisHEADLINESTRENDSDrinking milk products in Italy is seeing increasing polarisation. On the one hand, thecategory is experiencing rising consumer interest in promoted products and private label.On the other, niche categories are seeing rising demand for added-value products such asorganic, lactose-free and fortified/functional drinking milks. 2011 has been no exceptionand the trend for healthy, natural and organic nutrition has continued to have a strongimpact on drinking milk products, while the rising cost of raw materials has challenged thecut-price promotional strategies of many manufacturers within regular drinking milkproducts.COMPETITIVE LANDSCAPEThe competitive environment in drinking milk products continues to be dominated by twomajor companies – Granarolo and Parmalat. In 2010, Granarolo led with a 17% valueshare, very closely followed by Parmalat (16.6%). Both companies saw their value sharedecline slightly in 2010 due to the rising popularity of less expensive products, primarilyprivate label lines from key retailers like Coop, Conad and Esselunga. Granarolo ledfresh/pasteurised milk with a 22% value share thanks to the premium positioning of itsmilk as well as its strong distribution network. Parmalat, in contrast, led long-life/UHTmilk.PROSPECTSWhile dairy is a very mature industry, drinking milk products is projected to grow over theforecast period. Although consumption of standard white milk is declining, consumption ofspecial milks, such as organic, lactose-free and micro-filtered products, will continue togrow rapidly over the forecast period. Sales of drinking milk products will likely begoverned by the launch of speciality products for increasingly health-conscious consumers.In particular, consumers are expected to favour the natural simplicity of organic products,
    • the unit prices of which should continue to become more accessible.CATEGORY DATATable 158 Sales of Drinking Milk Products by Category: Volume 2006-2011Table 159 Sales of Drinking Milk Products by Category: Value 2006-2011Table 160 Sales of Drinking Milk Products by Category: % Volume Growth 2006-2011Table 161 Sales of Drinking Milk Products by Category: % Value Growth 2006-2011Table 162 Chilled Vs Ambient Flavoured Milk Drinks: % Volume Analysis 2007-2010Table 163 Milk by Type: % Value Breakdown 2007-2010Table 164 Drinking Milk Products Company Shares 2006-2010Table 165 Drinking Milk Products Brand Shares 2007-2010Table 166 Sales of Drinking Milk Products by Distribution Format: % Analysis 2006-2011Table 167 Forecast Sales of Drinking Milk Products Products by Category: Volume 2011-2016Table 168 Forecast Sales of Drinking Milk Products Products by Category: Value 2011-2016Table 169 Forecast Sales of Drinking Milk Products Products by Category: % VolumeGrowth 2011-2016Table 170 Forecast Sales of Drinking Milk Products Products by Category: % Value Growth2011-2016Frozen Processed Food in Italy - Category AnalysisHEADLINESTRENDSThe economic affected frozen processed food only slightly, and, following a marginaldecline in 2009, recorded positive growth in current value terms in 2010 and 2011, with3% and 2% value growth rates, respectively. However, volume sales fluctuated somewhatin the latter part of the review period, with a 3% increase in 2010 followed by flat sales in2011. Frozen food is now regarded more highly in Italy than previously, being perceivedby consumers as being almost as healthy as fresh food, but more practical and frequentlymore affordable. Per capita consumption of frozen food in 2010 in Italy was 15kg,compared to the average for Western Europe countries of 23 kg in, indicating that there isstill considerable potential to increase penetration. Overall, the main target is youngfamilies who are concerned about convenience, as they cannot dedicate much time tocooking. 2011 has seen an increasing focus by manufacturers on making frozen food as
    • convenient as possible, in order to compete with other packaged food categories, whileretailers are maintaining aggressive strategies by increasing promotional activities.COMPETITIVE LANDSCAPEThe undisputed leading brand in frozen food in Italy remains Findus, which in 2010 wassold by Unilever to the frozen food giant Birds Eye. Findus recorded a slight decline invalue share in 2010, mainly because of the slow performance of its convenience productranges, which is frozen ready meals and soups. However, the brand largely maintained itsshares in frozen/processed fish/seafood, potatoes and vegetables, keeping up withcompetition from private label and from the Buitoni brand. In 2010, Findus focused oninnovation and quality, with the objective, especially in frozen fish/seafood, of makingfrozen fish an every day dish rather than one for occasional or emergency use only, whichhas tended to be the case. New products were launched in various categories. In frozensoup, Findus introduced Minestrone Leggero, following the traditional minestrone recipe,but 30% lower in calories than normal and richer in fibre. Frozen fish also saw innovation,focusing both on convenience and flavour. The That’s Amore range was augmented withGli Incontri – ready-made mixed seafood sauces and a shelled clam sauce ready in eightminutes – and also, following the health and nutrition trend, the introduction of Salmonsticks rich in omega-3 in the Captain Findus range.PROSPECTSFrozen processed food producers are expected to invest large sums in new productdevelopment and the introduction of healthier products over the forecast period, in orderto counteract the competition posed by cheaper private label products. This scenario mightlead to increased polarisation, favouring premium and private label lines at the expense ofmedium quality or secondary brands that do not offer either top quality or low prices.Overall, value sales are predicted to grow only marginally between 2011 and 2016.CATEGORY DATATable 171 Sales of Frozen Processed Food by Category: Volume 2006-2011Table 172 Sales of Frozen Processed Food by Category: Value 2006-2011Table 173 Sales of Frozen Processed Food by Category: % Volume Growth 2006-2011Table 174 Sales of Frozen Processed Food by Category: % Value Growth 2006-2011Table 175 Frozen Processed Fish/Seafood by Type: % Value Breakdown 2006-2011Table 176 Frozen Processed Poultry by Type: % Value Breakdown 2006-2011Table 177 Frozen Processed Red Meat by Type: % Value Breakdown 2006-2011Table 178 Frozen Processed Vegetables by Type: % Value Breakdown 2006-2011Table 179 Other Frozen Processed Food by Type: % Value Breakdown 2006-2011
    • Table 180 Frozen Processed Food Company Shares 2006-2010Table 181 Frozen Processed Food Brand Shares 2007-2010Table 182 Sales of Frozen Processed Food by Distribution Format: % Analysis 2006-2011Table 183 Forecast Sales of Frozen Processed Food by Category: Volume 2011-2016Table 184 Forecast Sales of Frozen Processed Food by Category: Value 2011-2016Table 185 Forecast Sales of Frozen Processed Food by Category: % Volume Growth 2011-2016Table 186 Forecast Sales of Frozen Processed Food by Category: % Value Growth 2011-2016Gum in Italy - Category AnalysisHEADLINESTRENDSFunctional gum continued to account for the majority of gum value sales in Italy during2011, comprising 74% of total gum value sales. The breath freshening properties of gumgenerally continued to represent the most appealing feature of gum, although the focus infunctional gum in 2011 remained on the functional benefits which derived from ingredientssuch as xylitol. The effectiveness of functional gum is such that many Italians are happy touse functional gum as an occasional substitute for brushing their teeth. Flavouredfunctional gum is receiving a very positive response from Italian consumers as productssuch as Vivident Blast and Vivident Cube are highly appreciated by Italian consumers asthese products offer a peasant flavour with the added benefit of xylitol.COMPETITIVE LANDSCAPEPerfetti Van Melle SpA remained the dominant player in gum in Italy during 2010 with a94% value share, the result of a two percentage point increase. Meanwhile, the valueshare of Wrigley remained stable, while the proportion of gum value sales accounted forby others remained static also. Perfetti Van Melle SpA is very active in terms of newproduct development and advertising, and in 2010 continued to benefit from heavytelevision advertising and strong brand awareness. Its brand Vivident accounted for 37%of total gum value sales in 2010.PROSPECTSContinuous product and packaging innovation will be the focus of future developments ingum in Italy over the forecast period. Functional gum is expected to continue driving salesover the forecast period as functional gum leads the way with regards to flavour andpackaging innovation. A number of new exotic flavours and elegant packaging formats areexpected to be introduced in functional gum over the forecast period.CATEGORY DATA
    • Table 187 Sales of Gum by Category: Volume 2006-2011Table 188 Sales of Gum by Category: Value 2006-2011Table 189 Sales of Gum by Category: % Volume Growth 2006-2011Table 190 Sales of Gum by Category: % Value Growth 2006-2011Table 191 Leading Flavours for Gum 2006-2011Table 192 Gum Company Shares 2006-2010Table 193 Gum Brand Shares 2007-2010Table 194 Sales of Gum by Distribution Format: % Analysis 2006-2011Table 195 Forecast Sales of Gum by Category: Volume 2011-2016Table 196 Forecast Sales of Gum by Category: Value 2011-2016Table 197 Forecast Sales of Gum by Category: % Volume Growth 2011-2016Table 198 Forecast Sales of Gum by Category: % Value Growth 2011-2016Ice Cream in Italy - Category AnalysisHEADLINESTRENDSIn 2011, the Italian ice cream category continues to be characterised by strongpromotional activity, with over 47% of volumes sold via promotions. Consequently, thefocus in the category remains on low-priced and private label products. This trend ismainly visible in take-home ice cream, where there is a risk of category trivialisation. Inimpulse ice cream and retail artisanal ice cream, in contrast, the main drivers ofconsumption are innovation and indulgence. In fact, most ice cream value sales derivefrom the latter category.COMPETITIVE LANDSCAPEIn a rather fragmented competitive landscape, Unilever Italia led ice cream in 2010 with a15% value share. The company’s strength can be attributed mainly to its wide portfolio ofdynamic brands positioned in all price segments, from the popular, retro-style and value-for-money Carte d’Or brand to the premium Magnum brand.PROSPECTSManufacturers are trying to encourage Italian consumers to eat ice cream throughout theyear. In terms of per capita consumption, Italians have consumed almost nine litres in2011. Leading companies are investing to encourage year-round consumption of ice cream
    • as an indulgence product, almost like yoghurt for instance, in order to be less dependenton the weather in the spring and summer. Nevertheless, sales of ice cream will remaincontingent on the weather during the peak season.CATEGORY DATATable 199 Sales of Ice Cream by Category: Volume 2006-2011Table 200 Sales of Ice Cream by Category: Value 2006-2011Table 201 Sales of Ice Cream by Category: % Volume Growth 2006-2011Table 202 Sales of Ice Cream by Category: % Value Growth 2006-2011Table 203 Leading Flavours for Ice Cream 2006-2011Table 204 Ice Cream Company Shares 2006-2010Table 205 Ice Cream Brand Shares 2007-2010Table 206 Impulse Ice Cream Company Shares 2006-2010Table 207 Impulse Ice Cream Brand Shares 2007-2010Table 208 Take-home Ice Cream Company Shares 2006-2010Table 209 Take-home Ice Cream Brand Shares 2007-2010Table 210 Sales of Ice Cream by Distribution Format: % Analysis 2006-2011Table 211 Forecast Sales of Ice Cream by Category: Volume 2011-2016Table 212 Forecast Sales of Ice Cream by Category: Value 2011-2016Table 213 Forecast Sales of Ice Cream by Category: % Volume Growth 2011-2016Table 214 Forecast Sales of Ice Cream by Category: % Value Growth 2011-2016Meal Replacement in Italy - Category AnalysisHEADLINESTRENDSDuring the review period, meal replacement slimming products benefited from theincreasing interest of Italian consumers in weight management. The increasing focus onthe importance of maintaining the right weight in light of the many risks associated withobesity is being propagated the Italian media and key government agencies, and thisadditional publicity about controlling one’s weight allowed mal replacement slimmingproducts to register 4% value growth during 2011. Italian consumers tend to purchasemeal replacement slimming products not only to enhance their personal appearance but
    • also in an effort to regain optimal health levels through a reduction in weight.COMPETITIVE LANDSCAPEThe competitive landscape in meal replacement products in Italy remains quiteconcentrated. During 2010, the two leading companies accounted for 47% of total mealreplacement value sales. Herbalife Italia continued to lead meal replacement productsduring 2010 with a value share of 33%, followed by Nutrition & Santé Italia, with 14%.Herbalife relies on its long-standing experience as a global leader in high quality slimmingproducts. It distributes its products mainly through direct selling and in 2010 the companycontinued to benefit from the increasing popularity of the direct selling channel in Italy aswell as the natural positioning of its products.PROSPECTSItalian consumers are very interested in weight management issues, although mealreplacement slimming products is not expected to experience particularly strong growthover the forecast period because this strong interest in maintaining a healthy body at anacceptable weight is driving growth in more medical slimming products such as OTCobesity.CATEGORY DATATable 215 Sales of Meal Replacement by Category: Volume 2006-2011Table 216 Sales of Meal Replacement by Category: Value 2006-2011Table 217 Sales of Meal Replacement by Category: % Volume Growth 2006-2011Table 218 Sales of Meal Replacement by Category: % Value Growth 2006-2011Table 219 Meal Replacement Slimming by Type: % Value Breakdown 2006-2011Table 220 Meal Replacement Company Shares 2006-2010Table 221 Meal Replacement Brand Shares 2007-2010Table 222 Sales of Meal Replacement by Distribution Format: % Analysis 2006-2011Table 223 Forecast Sales of Meal Replacement by Category: Volume 2011-2016Table 224 Forecast Sales of Meal Replacement by Category: Value 2011-2016Table 225 Forecast Sales of Meal Replacement by Category: % Volume Growth 2011-2016Table 226 Forecast Sales of Meal Replacement by Category: % Value Growth 2011-2016Noodles in Italy - Category AnalysisHEADLINES
    • TRENDSValue and volume sales of noodles have been fuelled by rising interest in Asian cooking,growing demand for convenient food solutions, and the introduction of new innovativebrands and flavours. Sales of noodles increased by approximately 6% in volume terms andby nearly 10% in value terms in 2011, in line with the growth trend of previous years.COMPETITIVE LANDSCAPEEurofood and Masterfoods Italia dominated noodles sales during 2010, recordingrespective value shares of 34% and 30%. Eurofood leads with the combined performanceof the premium brand Blue Dragon in plain noodles and of the more recent Nissin CupNoodles in the instant category. Alimenta Srl is also establishing a presence in the noodlescategory with the SAVE brand, in both plain and pouch instant noodles, which meetconsumer demand both for quality and authenticity, and are also lower priced compared toother brands. These brands are not produced by the companies but are imported directlyfrom China.PROSPECTSNoodles will continue to see positive growth, albeit at a slower pace than during the reviewperiod. The slowdown is due to the fact that noodles were only introduced in the Italianmarket in 2005 and thus growth over the review period was from a very low base. Thecategory is expected to record a 6% CAGR in constant value and a 5% volume CAGR overthe forecast period, with demand being fuelled by the growing popularity of Chinese food,which is perceived as being convenient, cheap and more healthy than other cheap food,such as pizzas and savoury snacks. However, noodles will remain very much a niche areain comparison to pasta and rice.CATEGORY DATATable 227 Sales of Noodles by Category: Volume 2006-2011Table 228 Sales of Noodles by Category: Value 2006-2011Table 229 Sales of Noodles by Category: % Volume Growth 2006-2011Table 230 Sales of Noodles by Category: % Value Growth 2006-2011Table 231 Noodles Company Shares 2006-2010Table 232 Noodles Brand Shares 2007-2010Table 233 Sales of Noodles by Distribution Format: % Analysis 2006-2011Table 234 Forecast Sales of Noodles by Category: Volume 2011-2016Table 235 Forecast Sales of Noodles by Category: Value 2011-2016Table 236 Forecast Sales of Noodles by Category: % Volume Growth 2011-2016
    • Table 237 Forecast Sales of Noodles by Category: % Value Growth 2011-2016Oils and Fats in Italy - Category AnalysisHEADLINESTRENDSDespite the end of an acute phase of the economic crisis, Italian consumers have notreally recovered in terms of purchasing power in 2011. Due to a fall in purchasing powerand a rediscovery of the pleasure of cooking at home, Italian consumers have returned tonutrition/staple products. As a result, volume sales of oils and fats are set to slightlyincrease in 2011following several years of decline.COMPETITIVE LANDSCAPEIn a rather fragmented competitive landscape, Carapelli Firenze led oils and fats in 2010with a value share of 12%. This stemmed from its strong position in olive oil. Thecompany was followed by SOS Corp Alimentaria with a 9% value share.PROSPECTSAs consumers are trying to limit their fat intake, the oils and fats category is expected toregister declines in both constant value and volume terms over the forecast period.However, from the oils and fats they are willing to continue to use, consumers will expectonly the best quality and functionality.CATEGORY DATATable 238 Sales of Oils and Fats by Category: Volume 2006-2011Table 239 Sales of Oils and Fats by Category: Value 2006-2011Table 240 Sales of Oils and Fats by Category: % Volume Growth 2006-2011Table 241 Sales of Oils and Fats by Category: % Value Growth 2006-2011Table 242 Vegetable and Seed Oil by Type: % Value Breakdown 2006-2011Table 243 Oils and Fats Company Shares 2006-2010Table 244 Oils and Fats Brand Shares 2007-2010Table 245 Sales of Oils and Fats by Distribution Format: % Analysis 2006-2011Table 246 Forecast Sales of Oils and Fats by Category: Volume 2011-2016Table 247 Forecast Sales of Oils and Fats by Category: Value 2011-2016Table 248 Forecast Sales of Oils and Fats by Category: % Volume Growth 2011-2016
    • Table 249 Forecast Sales of Oils and Fats by Category: % Value Growth 2011-2016Other Dairy in Italy - Category AnalysisHEADLINESTRENDSIn 2011, health and indulgence have been the main factors impacting other dairy in Italy.Categories perceived as unhealthy, such as condensed/evaporated milk, have continued todecline, while products which are generally considered as having a poor taste, such asplain fromage frais and quark, have also suffered. On the other hand, low-fat dessertshave benefited by offering health and indulgence at the same time. The indulgence trendhas also been the reason behind a good performance from chilled snacks.COMPETITIVE LANDSCAPEThe leader in other dairy in 2010 continued to be Ferrero, commanding a 30% valueshare. Under the Kinder umbrella brand, Ferrero offers a variety of products in chilledsnacks, which it dominates with more than a 90% share of value sales. In 2010, thecompany further strengthened its lead thanks to an aggressive strategy based on ongoinginvestment in advertising and product development.PROSPECTSThe predominant consumer trends expected over the forecast period include acontinuation of the health and wellness trend, which will lead to increased demand forproducts containing more natural ingredients, as well as more organic products and low-fat and low-lactose options. Furthermore, new flavour combinations can be expected toenter other dairy and drive sales over the forecast period.CATEGORY DATATable 250 Sales of Other Dairy by Category: Volume 2006-2011Table 251 Sales of Other Dairy by Category: Value 2006-2011Table 252 Sales of Other Dairy by Category: % Volume Growth 2006-2011Table 253 Sales of Other Dairy by Category: % Value Growth 2006-2011Table 254 Cream by Type: % Value Breakdown 2006-2011Table 255 Sales of Other Dairy by Distribution Format: % Analysis 2006-2011Table 256 Forecast Sales of Other Dairy by Category: Volume 2011-2016Table 257 Forecast Sales of Other Dairy by Category: Value 2011-2016Table 258 Forecast Sales of Other Dairy by Category: % Volume Growth 2011-2016
    • Table 259 Forecast Sales of Other Dairy by Category: % Value Growth 2011-2016Pasta in Italy - Category AnalysisHEADLINESTRENDSThe main trends in 2010 and 2011across the two categories of dried and chilled/freshpasta were the increased wellness trend in terms of ingredients used, and much slowerincreases in average retail unit prices. Brand manufacturers launched products thatfocused on ingredient quality and regionalism, and also embraced an eco-friendlyapproach, both at production sites and in the use of eco-packaging. Both dried andchilled/fresh pasta registered slower unit prices increases, despite some pressure fromrising cereals’ prices increase in the last couple of years. This dynamic was triggered bypasta increasingly becoming a commodity, with a consequent focus on pricing, leading to avery high incidence of price promotions and a general trading down. This led to a decreasein total category sales in 2010. Value sales fell for pasta overall by 4% in current terms,mainly due to the poor performance of dried pasta, which registered a 7% decline invalue. 2011 saw a similar trend, although less dramatic, due to the softening of theeconomic crisis, although the trend in dried pasta was still negative, with a 3% decrease invalue terms. This was, however, offset to some extent by 4% value growth in chilled/freshpasta.COMPETITIVE LANDSCAPEPasta is a highly fragmented category in Italy, comprising a large number of differentmanufacturers whose value shares differ from region to region; however, there is still onekey player, Barilla Alimentare SpA, which remains the clear leader. Barilla accounted for27% of retail value sales in 2010, with 37% of the dried pasta value sales, with the twobrands Barilla and Voiello. De Cecco SpA ranked second, recording a value share of 7%.The success of these companies can be attributed to their dynamism with regard to settingand responding to new trends in dried pasta, and offering products with the bestquality/price ratio. Pastificio Rana SpA ranks third, with a 6% value share at total categorylevel, and is the undisputed leader in the chilled/fresh pasta segment with almost 21% ofvalue sales. Rana continues to maintain the lead within the category with the introductionof innovative products and through intense promotional activity.PROSPECTSPasta is a very mature category, due to the fact that it is a traditional staple in the Italiandiet. It is consumed on a daily basis, and its consequent status as a commodity meanspurchasing tends to be very much related to price, with little loyalty to brands. Pasta valueand volume sales are set to decrease slightly over the forecast period. The performance involume terms will represent an improvement on the review period, when sales wereaffected by substantial increases in price. Expectations for domestic pasta consumption arenot promising, due in part to expected cereal price volatility in the coming years, togetherwith a possible reduction in consumer purchasing power and the offer in the market, dueto manufacturers decreasing production levels of standard wheat pasta as it is much lessprofitable than pasta made using alternative cereals.
    • CATEGORY DATATable 260 Sales of Pasta by Category: Volume 2006-2011Table 261 Sales of Pasta by Category: Value 2006-2011Table 262 Sales of Pasta by Category: % Volume Growth 2006-2011Table 263 Sales of Pasta by Category: % Value Growth 2006-2011Table 264 Pasta Company Shares 2006-2010Table 265 Pasta Brand Shares 2007-2010Table 266 Sales of Pasta by Distribution Format: % Analysis 2006-2011Table 267 Forecast Sales of Pasta by Category: Volume 2011-2016Table 268 Forecast Sales of Pasta by Category: Value 2011-2016Table 269 Forecast Sales of Pasta by Category: % Volume Growth 2011-2016Table 270 Forecast Sales of Pasta by Category: % Value Growth 2011-2016Ready Meals in Italy - Category AnalysisHEADLINESTRENDSThe economic downturn has continued to affect Italian consumer behaviour and lifestyles.In order to counteract a possible contraction in sales, manufacturers in 2010 offered awide range of promotions in order to boost demand. Although ready meals are usuallymore expensive than other foodstuffs, a combination of discounts and a wide range ofdifferent products, including premium and dishes based on traditional, classic recipes,helped ready meals to perform well in 2010 and 2011. The category registered currentvalue growth of 6% in both 2010 and 2011, following declines in 2008 and 2009. Changesin household structure and lifestyles have deprived Italians of the will and time to devoteto cooking. The number of single-person households has expanded, while work schedulesare increasingly hectic, pushing consumers towards ready-to-eat foods and helping readymeals to increase value sales.COMPETITIVE LANDSCAPEIn 2010, Bonduelle led the highly fragmented ready meals category in Italy with a valueshare of 11%, up by almost one percentage point on 2009. Bonduelle outperformed bothNestlé Italiana with the Buitoni brand and Compagnia Italiana Surgelati with Findus,thanks to the excellent performance of prepared salads within the ready meals category.Bonduelle continues to focus on innovation and top quality prepared salads, introducing anew eco-friendly pack for its entire ready meals line Agita & Gusta, diminishing the
    • amount of CO2 produced by 40% compared to normal packaging. This innovation hasfurther enhanced Bonduelle’s brand image of health, offering a balanced diet and beingenvironmentally friendly.PROSPECTSOver the forecast period, the ready meals category is set to benefit from increasingdemand for time-saving products. The recovery of the economy will play an importantrole, allowing consumers to spend more on convenience foods, pushing value sales up atthe premium end and increasing volume sales of low-priced private labels products. Readymeals will also benefit from the success of products made from fresh, nutritionallybalanced ingredients and following traditional recipes. These factors are expected to boostsales over the forecast period, leading to a constant value CAGR of 3% between 2011 and2016, up from 1% between 2006 and 2011.CATEGORY DATATable 271 Sales of Ready Meals by Category: Volume 2006-2011Table 272 Sales of Ready Meals by Category: Value 2006-2011Table 273 Sales of Ready Meals by Category: % Volume Growth 2006-2011Table 274 Sales of Ready Meals by Category: % Value Growth 2006-2011Table 275 Ready Meals: Vegetarian Vs Non-vegetarian % Breakdown by Type 2011Table 276 Frozen Ready Meals % Breakdown by Ethnicity 2006-2011Table 277 Chilled Ready Meals % Breakdown by Ethnicity 2006-2011Table 278 Ready Meals Company Shares 2006-2010Table 279 Ready Meals Brand Shares 2007-2010Table 280 Sales of Ready Meals by Distribution Format: % Analysis 2006-2011Table 281 Forecast Sales of Ready Meals by Category: Volume 2011-2016Table 282 Forecast Sales of Ready Meals by Category: Value 2011-2016Table 283 Forecast Sales of Ready Meals by Category: % Volume Growth 2011-2016Table 284 Forecast Sales of Ready Meals by Category: % Value Growth 2011-2016Sauces, Dressings and Condiments in Italy - Category AnalysisHEADLINESTRENDS
    • The number of consumers dining out was significantly lower in 2011 than before thefinancial crisis in 2008, due to Italians having seen declines in their purchasing power, andthe general uncertainty regarding the future, as a result of the economic downturn. Thistrend helped to boost demand for sauces, dressings and condiments, as they are animportant ingredient in home cooking and are increasingly seen as an essential componentin making home-made food that is quick and easy to prepare, together with being tastyand healthy. Despite a general shift towards cheaper brands, as consumers looked toreduce household expenditure during the crisis, manufacturers in sauces, dressings andcondiments focused more and more on innovation in recipes, emphasising the importanceof maintaining the quality of products, especially with more transparency in terms of originof ingredients, in particular in pasta sauces, tomato purées and bouillon/stock cubes.COMPETITIVE LANDSCAPEThe sauces, dressings and condiments category is highly fragmented in Italy, although thetop three players accounted for 37% of value sales in 2010. Star Alimentare holds firstposition, with a 16% value share, with leading positions in the most significant categoriesin terms of sales. In bouillon/stock cubes it accounted for more than 50% of value in2010; in pasta sauces it held second position after Barilla, and led in the tomato paste andpurées category, accounting for 13% of value sales, just ahead of Conserve Mediterraneodi Caivano, renowned for its Cirio brand.PROSPECTSOn one hand, people are leaning more and more towards creative and experimental home-made cuisine, and demand for more convenient, tastier and healthier brands will continueto define the category during the forecast period. For example, sauces or stocks thatcontain less salt are likely to see an increase in demand among more health-consciousconsumers, as are organic versions of existing products. Low sodium and organic stockcubes, reduced salt dry sauces and low-fat dips are all areas where a high level of newproduct development activity is expected over the forecast period. On the other hand, withregard to pasta sauces and tomato purées, there will be a focus on the regionalprovenance of products, together with the best price-quality ratios and convenience ofuse. In tomato purées, in particular, attention will be paid to packaging with clusters,mono-portions and transparent PET packs, with the aim of continuing the cannibalisationof canned tomatoes sales.CATEGORY DATATable 285 Sales of Sauces, Dressings and Condiments by Category: Volume 2006-2011Table 286 Sales of Sauces, Dressings and Condiments by Category: Value 2006-2011Table 287 Sales of Sauces, Dressings and Condiments by Category: % Volume Growth2006-2011Table 288 Sales of Sauces, Dressings and Condiments by Category: % Value Growth2006-2011Table 289 Sauces, Dressings and Condiments Company Shares 2006-2010
    • Table 290 Sauces, Dressings and Condiments Brand Shares 2007-2010Table 291 Sales of Sauces, Dressings and Condiments by Distribution Format: % Analysis2006-2011Table 292 Forecast Sales of Sauces, Dressings and Condiments by Category: Volume2011-2016Table 293 Forecast Sales of Sauces, Dressings and Condiments by Category: Value 2011-2016Table 294 Forecast Sales of Sauces, Dressings and Condiments by Category: % VolumeGrowth 2011-2016Table 295 Forecast Sales of Sauces, Dressings and Condiments by Category: % ValueGrowth 2011-2016Snack Bars in Italy - Category AnalysisHEADLINESTRENDSInnovation and price promotions continued to drive growth in snack bars in Italy during2011 as consumers remained very responsive to both innovation and lower prices. Italianstend not to distinguish between muesli bars, breakfast bars and fruits bars, purchasingthese products on impulse as they are not part of the traditional Italian diet. However,energy and nutrition bars are something of an exception to this as they are widelyregarded as a sort of specialised supplement for one’s daily diet rather than as a snack.Due to the reasons stated above, snack bars has struggled to register positive growthsince 2009 following several years of double digit value and volume growth. However, thisslowdown in growth has not deterred the major players in the category from continuing toinvest in snack bars, although the category is now subject to lower advertising expenditureand fewer in-store promotions than during the previous rapid growth phase.COMPETITIVE LANDSCAPEKellogg Italia SpA, Barilla Alimentare SpA and Also SpA accounted for 68% of total valuesales in snack bars in Italy during 2010. Kellogg led with a value share of 30%, whileBarilla held a 25% value share and Also accounted for 13% of total snack bars value sales.The competitive landscape in snack bars in 2010 remained in line with 2009, itself acontinuation of the situation throughout the review period. Snack bar is a comparativelysmall category in which first mover advantage has played a major role. Kellogg is thesnack bar player which advertises the most. Kellogg continues to take the initiative interms of development in snack bars, while its rivals, including Barilla and Also, merelyfollow Kellogg’s strategy in order not to lose too much ground to the leading player.PROSPECTSSnack bar producers will continue to introduce new varieties and flavours over the forecast
    • period, focusing the marketing of their products towards different target groups with anemphasis on shape management and the health benefits of their products in order tomaintain positive growth.CATEGORY DATATable 296 Sales of Snack Bars by Category: Volume 2006-2011Table 297 Sales of Snack Bars by Category: Value 2006-2011Table 298 Sales of Snack Bars by Category: % Volume Growth 2006-2011Table 299 Sales of Snack Bars by Category: % Value Growth 2006-2011Table 300 Snack Bars Company Shares 2006-2010Table 301 Snack Bars Brand Shares 2007-2010Table 302 Sales of Snack Bars by Distribution Format: % Analysis 2006-2011Table 303 Forecast Sales of Snack Bars by Category: Volume 2011-2016Table 304 Forecast Sales of Snack Bars by Category: Value 2011-2016Table 305 Forecast Sales of Snack Bars by Category: % Volume Growth 2011-2016Table 306 Forecast Sales of Snack Bars by Category: % Value Growth 2011-2016Soup in Italy - Category AnalysisHEADLINESTRENDSRising demand for healthy and convenient products was the main development within soupduring 2010 and 2011. The fact that soup is typically a low-calorie meal means that it isvery popular with health-conscious and dieting consumers in Italy, a customer basesegment that is growing more than ever before. In addition, the increased tendencytowards convenience helped to fuel demand within the category.COMPETITIVE LANDSCAPECompagnia Surgelati Italiana (CSI) led sales of soup in 2010, as Unilever Italia SpA soldFindus to Bird’s Eye Iglo Ltd, leaving the distribution duties to CSI. The Findus brand helda 41% value share in soup, with its frozen soup product line. The launch of MinestroneLeggero helped it to maintain its position, in line with the wellness and weightconsciousness trend. The product is 30% lower in calories than normal minestrone andrich in fibre. The remaining Unilever Italia brand, Knorr, retained second position, withover 20% of value sales in 2010. Knorr leads in canned, UHT and dehydrated soup.Unilever Italia has made substantial investments in innovation and advertising in recentyears, and continues to extend the Knorr ranges with the introduction of products basedon traditional recipes, together with healthier ingredients and no preservative content.Knorr saw an increase in value share of almost one percentage point in 2010, mainly due
    • to effective advertising activity as well as to the launch of Le Cerealose, in the threevariants of porcini mushrooms, vegetables and legumes.PROSPECTSThe soup category in Italy is expected to be static in the next five years, with a 1% CAGRin constant value terms over the forecast period. The positive impact of the health trendand the focus on genuine, light tastes with natural ingredients will be counterbalanced byan increased level of promotional activity.CATEGORY DATATable 307 Sales of Soup by Category: Volume 2006-2011Table 308 Sales of Soup by Category: Value 2006-2011Table 309 Sales of Soup by Category: % Volume Growth 2006-2011Table 310 Sales of Soup by Category: % Value Growth 2006-2011Table 311 Soup Company Shares 2006-2010Table 312 Soup Brand Shares 2007-2010Table 313 Sales of Soup by Distribution Format: % Analysis 2006-2011Table 314 Forecast Sales of Soup by Category: Volume 2011-2016Table 315 Forecast Sales of Soup by Category: Value 2011-2016Table 316 Forecast Sales of Soup by Category: % Volume Growth 2011-2016Table 317 Forecast Sales of Soup by Category: % Value Growth 2011-2016Spreads in Italy - Category AnalysisHEADLINESTRENDSOne of the key trends in spreads in 2011 was the high growth registered in honey valuesales for the third following year. The growing demand for honey among Italian consumerscan be linked to the growing demand for healthier diets. Honey can be used either as aspread in lieu of chocolate spreads or jams and preserves as well as a sugar substitute.Honey producers are taking advantage of this rising demand for honey by investing in newpackaging and positioning their products as being healthy.COMPETITIVE LANDSCAPESpreads in Italy continued to be led by Ferrero SpA during 2010. Ferrero is present inchocolate spreads with its well established brand Nutella, which is by far the dominant
    • chocolate spread brand in Italy. Ferrero’s value share in spreads declined marginally in2010 after four percentage point decline recorded in the company’s value share during2009. Ferrero’s declining performance is mainly due to the rise of honey within spreads,which is leading to higher value shares for honey producers at the expense of Ferrero’svalue share, despite the stable demand for Ferrero’s products and its rising value sales.PROSPECTSItalian consumers generally perceive spreads as a category comprising very convenientproducts. Spreads are easy to store and can be used in many ways and consumed atdifferent times of the day. Spreads manufacturers will continue to invest in advertising andinnovation in order to benefit from the demand for convenient spreads. The constant valueCAGR of 3% which is expected in spreads throughout the forecast period is commensuratewith the 3% constant value CAGR recorded in spreads over the review period.CATEGORY DATATable 318 Sales of Spreads by Category: Volume 2006-2011Table 319 Sales of Spreads by Category: Value 2006-2011Table 320 Sales of Spreads by Category: % Volume Growth 2006-2011Table 321 Sales of Spreads by Category: % Value Growth 2006-2011Table 322 Leading Flavours for Jams and Preserves 2006-2011Table 323 Spreads Company Shares 2006-2010Table 324 Spreads Brand Shares 2007-2010Table 325 Sales of Spreads by Distribution Format: % Analysis 2006-2011Table 326 Forecast Sales of Spreads by Category: Volume 2011-2016Table 327 Forecast Sales of Spreads by Category: Value 2011-2016Table 328 Forecast Sales of Spreads by Category: % Volume Growth 2011-2016Table 329 Forecast Sales of Spreads by Category: % Value Growth 2011-2016Sugar Confectionery in Italy - Category AnalysisHEADLINESTRENDSUnit price rises averted a decline in value growth in sugar confectionery during 2011 asvolume sales continued to decline. Italian consumers became even more aware of thehealth issues such as diabetes and obesity which have linked with a high intake of sugarconfectionery, which compromised demand for sugar confectionery.
    • COMPETITIVE LANDSCAPEThe competitive environment in sugar confectionery in Italy continued to be veryconcentrated in 2010 with the top two companies, Perfetti Van Melle SpA and Leaf ItaliaSpA, accounting for 52% of total value sales. Perfetti Van Melle SpA remains the leader insugar confectionery and posted a 29% value share during 2010. The company was able tomaintain its leading position thanks to its broad product portfolio and the popularity of itsbrands such as Golia, Morositas, Fruittella and Alpenliebe. Leaf held second position insugar confectionery during 2010 with a 23% value share.PROSPECTSSugar confectionery in Italy is a relatively mature category and, as such, manufacturersare expected to launch sugar-free and organic products over the forecast period inresponse to growing demand for healthier products. However, the development of thesehealthier sugar confectionery products will occur only at a slow pace, which is perhapsunsurprising given that the grim economic environment which currently subsists in Italy isdecidedly unfavourable for the expansion of more expensive products. Nevertheless,continuous product and packaging innovation as well as the offer of promotional bags ofassorted products and brands will be one tactic employed by manufacturers in order tomaintain sales over the forecast period. In addition, sugar confectionery manufacturerswill focus more on marketing their products to adults rather than to teenagers.CATEGORY DATATable 330 Sales of Sugar Confectionery by Category: Volume 2006-2011Table 331 Sales of Sugar Confectionery by Category: Value 2006-2011Table 332 Sales of Sugar Confectionery by Category: % Volume Growth 2006-2011Table 333 Sales of Sugar Confectionery by Category: % Value Growth 2006-2011Table 334 Sugarised Vs Sugar-free Sugar Confectionery % Breakdown by Type 2011Table 335 Pastilles, Gums, Jellies and Chews by Type: % Value Breakdown 2006-2011Table 336 Sugar Confectionery Company Shares 2006-2010Table 337 Sugar Confectionery Brand Shares 2007-2010Table 338 Sales of Sugar Confectionery by Distribution Format: % Analysis 2006-2011Table 339 Forecast Sales of Sugar Confectionery by Category: Volume 2011-2016Table 340 Forecast Sales of Sugar Confectionery by Category: Value 2011-2016Table 341 Forecast Sales of Sugar Confectionery by Category: % Volume Growth 2011-2016
    • Table 342 Forecast Sales of Sugar Confectionery by Category: % Value Growth 2011-2016Summary 43 Other Sugar Confectionery: Product TypesSweet and Savoury Snacks in Italy - Category AnalysisHEADLINESTRENDSThe Italian economy recorded the third consecutive year of crisis in 2011, and this hasaffected the choices and habits of the average consumer in the country. Continuing the2010 trend of reducing out-of-home expenditure, such as visits to bars and restaurants,during 2011consumers’ purchasing behaviour remained conservative, with a consequentnegative impact on many consumer goods market. However, sweet and savoury snacks,and particularly chips/crisps and nuts, maintained a positive trend, due to theircharacteristics of being cheap and convenient products, which meet people’s need forpersonal gratification through tasty food.COMPETITIVE LANDSCAPEUnichips Italia Spa led sales in 2010, recording an increased value share of 17% in sweetand savoury snacks overall. The company’s success can be attributed to the popularity ofits San Carlo and Pai brands, as well as its significant investment in new productdevelopment and advertising. Moreover, the company offers a wide range of chips/crisps,tortilla/corn chips, extruded snacks and popcorn brands, all of which receive extensivepromotional support to reach different categories of consumers. Private label has asignificant presence in the category, and recorded strong growth in 2010 to reach a valueshare of 17%, indicating that consumer choices were more oriented towards cheaperproducts.PROSPECTSThe effects of the prolonged economic downturn in the country are starting to affect sweetand savoury snacks, particularly those categories where established companies are lessactive, such as popcorn, tortilla chips and, to some extent, extruded snacks. However,heavy investment in promotions and in store trial marketing activities are likely to havepositive effects on the whole category, which is still showing some dynamism, andconsumers appear to be keen to carry on spending in snacks. Thus, despite risingconsumer price sensitivity, the category will continue to grow, although at a slower pacethan in previous years.CATEGORY DATATable 343 Sales of Sweet and Savoury Snacks by Category: Volume 2006-2011Table 344 Sales of Sweet and Savoury Snacks by Category: Value 2006-2011Table 345 Sales of Sweet and Savoury Snacks by Category: % Volume Growth 2006-2011Table 346 Sales of Sweet and Savoury Snacks by Category: % Value Growth 2006-2011
    • Table 347 Popcorn by Type: % Value Breakdown 2006-2011Table 348 Sweet and Savoury Snacks Company Shares 2006-2010Table 349 Sweet and Savoury Snacks Brand Shares 2007-2010Table 350 Sales of Sweet and Savoury Snacks by Distribution Format: % Analysis 2006-2011Table 351 Forecast Sales of Sweet and Savoury Snacks by Category: Volume 2011-2016Table 352 Forecast Sales of Sweet and Savoury Snacks by Category: Value 2011-2016Table 353 Forecast Sales of Sweet and Savoury Snacks by Category: % Volume Growth2011-2016Table 354 Forecast Sales of Sweet and Savoury Snacks by Category: % Value Growth2011-2016Yoghurt and Sour Milk Drinks in Italy - Category AnalysisHEADLINESTRENDSThe health trend has continued to have a large impact on yoghurt in 2011, althoughconsumer preference seems to have shifted towards the spoonable format at the expenseof the drinking format. In order to support yoghurt sales, manufacturers have kept peopleinterested in consuming different types of yoghurt as a light and healthy dessert. Mostconsumers crave something sweet after a meal. Yet, unlike in countries such as France,yoghurt is not a traditional dessert in Italy. However, based on successful advertising bymanufacturers, yoghurt is becoming a more popular dessert option.COMPETITIVE LANDSCAPEDanone remained the undisputed leader in yoghurt in Italy in 2010 thanks to consumerloyalty to its main brands. Danone was also successful in developing functional yoghurtover the review period, with Vitasnella among its innovations. Danone relies on a wide andstrong range in functional spoonable and drinking yoghurt. The company’s strategicmarketing is also a reason behind its success. Most of Danone’s yoghurts receive thebacking of substantial advertising campaigns, both in-store and on television.PROSPECTSThe health trend will continue to have a strong impact on yoghurt over the forecast period,with the shift towards pro/pre biotic yoghurts continuing. At the same time, consumers willcontinue to shift towards less expensive products as the consumption patterns developedduring the economic slowdown of 2008-2010 will not be reversed in the short term. Thecategory is expected to see increasing polarisation between the premium and economysegments. Some consumers will, however, shift towards the economy segment, which in
    • yoghurt means private label products. Demand for premium-priced organic products isalso expected to rise, mainly among consumers with higher disposable incomes and/or aspecific interest in that kind of product.CATEGORY DATATable 355 Sales of Yoghurt and Sour Milk Drinks by Category: Volume 2006-2011Table 356 Sales of Yoghurt and Sour Milk Drinks by Category: Value 2006-2011Table 357 Sales of Yoghurt and Sour Milk Drinks by Category: % Volume Growth 2006-2011Table 358 Sales of Yoghurt and Sour Milk Drinks by Category: % Value Growth 2006-2011Table 359 Soy-based vs Dairy-based Yoghurt % Breakdown 2010Table 360 Leading Flavours for Flavoured Spoonable Yoghurt 2006-2011Table 361 Leading Flavours for Fruited Spoonable Yoghurt 2006-2011Table 362 Yoghurt and Sour Milk Drinks Company Shares 2006-2010Table 363 Yoghurt and Sour Milk Drinks Brand Shares 2007-2010Table 364 Sales of Yoghurt and Sour Milk Drinks by Distribution Format: % Analysis 2006-2011Table 365 Forecast Sales of Yoghurt and Sour Milk Drinks by Category: Volume 2011-2016Table 366 Forecast Sales of Yoghurt and Sour Milk Drinks by Category: Value 2011-2016Table 367 Forecast Sales of Yoghurt and Sour Milk Drinks by Category: % Volume Growth2011-2016Table 368 Forecast Sales of Yoghurt and Sour Milk Drinks by Category: % Value Growth2011-2016About Us:ReportsnReports is an online library of over 100,000+ market research reports and in-depthmarket research studies & analysis of over 5000 micro markets. We provide 24/7 online andoffline support to our customers. Get in touch with us for your needs of market researchreports.Follow us on Twitter: http://twitter.com/marketsreportsOur Facebook Page: http://www.facebook.com/pages/ReportsnReports/191441427571689
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