Despite not being one of the top consumers of froze food in Europe, in recent years, Italy has seen a positive upward trend in sales on the segment, according to producers approached for this article, as well as an interesting shift in consumer behavior: the older generation is quicker and more open to adopt frozen food than the young.
In 2013, total per capita consumption of frozen foods in Italy (including both retail and foodservice channels) was 15.1 kg, up from 14.7 kg in 2012 and 13.5 kg in 2011. However, this remains well below the European average of 23 kg, according to the latest information by Leatherhead Food Research.
Breaking down the categories, sales of frozen potato products in 2013, in retail outlets in Italy increased by 1,2% to 78,000 tonnes, or 1.4 kg per capita, while the country’s artisanal ice cream sector has had an annual turnover worth EUR2bn, and employs more than 90,500 people. Italy is home to approximately 30,000 artisanal ice cream shops, and consumption amongst Italians equates to 380,000 tonnes per year, or 6 kg per capita.
The Italian market for frozen pasta-based ready meals is worth EUR80m per year and a recent consumer study indicates that almost half (49%) of Italians feel that frozen foods can help to reduce the time taken to prepare meals. Furthermore, 44% feel that frozen foods enable people to use vegetables which are not in season, 44% consider frozen foods to be versatile and 26% are of the opinion that frozen foods give a guarantee of quality.
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