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Food NPD - Italy - November 2009

Italian retail value sales of food reached €122 billion in 2009, growing by almost 1% on 2008. This modest growth reflects how a reduction in prices initiated by the poor economic outlook and the following recession has affected sales. In addition, more Italians are opting for own-labels and discounter ranges. High inflation and the rising cost of raw materials led to higher retail prices in 2008. Overall, volumes are fairly stable and any decline is likely due to consumers cutting down on food wastage. Healthy, convenient, organic, locally-produced and environmentally-friendly ranges have, however, still reported positive growth.

This report examines consumer attitudes towards new product development, buying new food products, and brand loyalty and looks at the levels of NPD in a number of food markets as well as product positioning claims. The specific markets covered in this report are ready meals, cheese, meat products, fish products, vegetables and sweet biscuits.

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Table of contents

  1. Issues in the Market

      • Consumer research
        • Abbreviations
        • Market in Brief

          • Sales are stagnant
            • But the picture is not uniform across the sectors
              • NPD trends
                • Own-labels lead NPD
                • Internal Market Environment

                  • Key points
                    • A panorama of Italian eating habits
                      • Figure 1: Average monthly family spending, by category, 2005-08
                    • Changing habits
                      • Organic, Fair trade and locally-sourced
                        • Convenience eating vs cooking from scratch
                          • Health and wellbeing
                            • Green credentials attract consumers
                            • Broader Market Environment

                              • Key points
                                • Ageing population
                                  • Figure 2: Trends in Italian population, by age, 2003-13
                                • Rise in one-person households
                                  • Figure 3: Trends in household size in Italy, 2002-06
                                • Rise in employment/female employment
                                  • Figure 4: Trends in Italian employment, 2002-07
                                • Consumer expenditure – economic situation
                                  • Figure 5: Trends in Italian PDI (at constant prices), consumer expenditure and GDP (at current prices), 2004-14
                              • Leading Food Markets for New Product Development

                                • Key points
                                  • NPD in Europe
                                    • Figure 6: Percentage of new product development in selected food markets, by country, 2006-09
                                  • Italian NPD by food category
                                    • Figure 7: Top product categories for new product development in food, percentage, 2006-09
                                  • Italian food market
                                    • Ready meals
                                      • Figure 8: Italian retail value sales of ready meals sold through H-S-S, 2004-14
                                      • Figure 9: Italian retail value sales of ready meals sold through H-S-S, by type, 2006-08
                                    • Cheese
                                      • Figure 10: Italian retail value sales of cheese, 2004-14
                                      • Figure 11: Italian retail value sales of cheese, by type, 2007-09
                                    • Meat products
                                      • Figure 12: Italian retail value sales of meat products, 2004-14
                                      • Figure 13: Italian retail value sales of meat products, by type, 2007-09
                                    • Fish products
                                      • Figure 14: Italian retail value sales of fish products, 2004-14
                                      • Figure 15: Italian retail value sales of fish products, by type, 2007-09
                                    • Vegetables
                                      • Figure 16: Italian retail value sales of vegetables, 2004-14
                                      • Figure 17: Italian retail value sales of vegetables, by type, 2007-09
                                    • Sweet biscuits
                                      • Figure 18: Italian retail value sales of sweet biscuits, 2004-14
                                      • Figure 19: Italian retail value sales of sweet biscuits, by type, 2007-09
                                    • Factors used in the forecast
                                    • Leading Product Claims for New Product Development

                                      • Key points
                                        • Figure 20: Top 20 claims for new product development in selected food markets, 2006-09
                                      • Healthy claims dominate but NPD declines
                                        • Convenience comes second but NPD is lively
                                          • Economy overtakes premium in 2009
                                            • Natural down but organic continues its growth
                                            • Leading Companies for New Product Development

                                              • Key points
                                                • Figure 21: Top companies for new product development in selected food markets, percentage, 2006-09
                                              • Own-label
                                                • Carrefour
                                                  • Auchan
                                                    • Bennet
                                                      • Discounters: Md discount and Eurospin
                                                        • Dairy groups: Lactalis, Kraft Foods, Granarolo
                                                          • Lactalis
                                                            • Kraft Foods
                                                              • Granarolo

                                                              Companies Covered

                                                              To learn more about the companies covered in this report please contact us.

                                                              Food NPD - Italy - November 2009

                                                              £495.00 (Excl.Tax)