Companies producing frozen food in Italy, especially those whose core business is pizzas, recipe products (especially pasta dishes), and in general products directly derived from Made in Italy, in the broad sense of the term, have great growth potential in the field of export to foreign countries, according to a study carried out within the Cibus Lab project.
This emerges from the studies that are being carried out within the Cibus Lab project, and from the publication of a GDONews e-book on the category available from 26th October, which will be sent free of charge to all buyers of the Italian large-scale retail trade. Moreover, after being translated into English, it will be sent to all the international managers of retail, fast food, and importers present in the Cibus mailing list, and finally, on November 10th, a webinar will be held, with the presence of international buyers and Italian producers, where it will focus on this evidence: exports are growing dramatically and what characterizes the Italian offer is, once again, the made in Italy.
The study does also points out some critical points, especially regarding market segmentation. Ice cream is the best-selling category, equalling to more than 13% of the total of the frozen category. In the following segments – frozen fruits and vegetables, and fish – the market leader is CSI, a foreign multinational company, which builds a perfectly transversal assortment for all consumers in the world, and which has very little to do with made in Italy, according to the report.
On the other hand, however, the problem is also the lack of appeal of made in Italy frozen food: Italians, especially in the south, do not intend to consume frozen products that are not vegetables or fish and much less if they are a direct derivation of the Italian tradition.
“Countries like Italy, France, Spain or Greece all have one positive thing in common: they enjoy fantastic raw materials, easily accessible and all this does not happen in other countries, especially in northern Europe,” Engineer Vittorio Gagliardi, president of the Italian Institute of Frozen Food points out.
According to the study, this goes on to show that the Italian market has only recently approached the consumption of frozen products, an expression of the true Made in Italy which, in the case in point, is represented by frozen pizzas, recipe dishes and, to a lesser extent, salted regional specialties, while the rotations of products in the subcategories such as vegetables and fish are enormously superior. The US, whose per capita consumption of frozen products is over 50 kg compared to 14 kg in Italy, is an inaccessible country for all meat products but, in recent times, 4 Italian companies have been authorized to export frozen pizzas with the presence of meat.
In Europe, where, of course, legislation is not a hindrance, the growth expectations are not different: the northern countries, and also France, are excellent consumers of frozen products and even in these markets the growth margins are really important.