Industry Research Reports and Market Analysis at MindBranch.com

Convenience Foods - Italy

Published By: Mintel International Group Ltd.
May 2009
R560-3896
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Description

Italian sales of selected convenience foods have been growing over the review period. Chilled ready meals registered double-digit growth and chilled soup was the star performer, with sales rising by 200% between 2006 and 2008.

Italians perceive chilled preparations to be of higher quality than frozen food as chilled is associated with freshness. This is to the detriment of the frozen sector where frozen ready meals have lost ground. To counter this trend, leading player Findus tried to reposition its brand by emphasising the quality of its ingredients rather than pushing the convenience proposition.
Table of Contents
ISSUES IN THE MARKET
Definition
Consumer research
Abbreviations
MARKET IN BRIEF
Sales continued to grow
Quality and freshness key drivers
Few players in the frozen sector, but chilled remains fragmented
Mass-market channels dominate
Future
INTERNAL MARKET ENVIRONMENT
Key points
Food expenditure
Figure 1: Average monthly family spending, by category, 2003-07
Italians and convenience foods
Quality takes over quantity
Convenience vs healthy eating
BROADER MARKET ENVIRONMENT
Key points
Ageing population
Figure 2: Trends in Italian population, by age, 2003-13
One-person households benefit market
Figure 3: Trends in household size in Italy, 2002-06
Rise in female employment
Figure 4: Trends in Italian employment, 2002-07
Consumer expenditure - economic situation
Figure 5: Trends in Italian PDI, consumer expenditure and GDP, at constant 2008 prices (real prices),
2003-13
WHO’S INNOVATING?
Key points
Italian NPD lags behind
Figure 6: Percentage of new product launches of selected convenience foods, by country, 2006-08
Unilever leads in terms of NPD
Figure 7: Percentage of new product launches of selected convenience foods in Italy, by manufacturer,
2006-08
Leading claims
Figure 8: New product launches in selected convenience foods in Italy, by positioning, 2006-08
Health-conscious
Catering to all needs
Authenticity and convenience
MARKET SIZE, SEGMENTATION AND FORECAST
Key points
Ready meals
Figure 9: Italian retail value sales of ready meals sold through H-S-S, at current and constant prices,
2004-14
Figure 10: Italian retail value sales of frozen ready meals sold through H-S-S, by type, 2006-08
Figure 11: Italian retail value sales of chilled ready meals sold through H-S-S, by type, 2006-08
Figure 12: Italian retail value sales of frozen ready meals sold through H-S-S, by type, 2006-08
Frozen pizza
Figure 13: Italian retail value sales of frozen pizza sold through H-S-S, at current and constant prices,
2004-14
Figure 14: Italian retail value sales of frozen pizza sold through H-S-S, by type, 2006-08
Pasta sauces
Figure 15: Italian retail value sales of pasta sauces sold through H-S-S, at current and constant prices,
2004-14
Figure 16: Italian retail value sales of pasta sauces sold through H-S-S, by type, 2006-08
Figure 17: Italian retail value sales of ambient pasta sauces sold through H-S-S, by type, 2006-08
Soup
Figure 18: Italian retail value sales of soup sold through H-S-S, at current and constant prices, 2004-14
Figure 19: Italian retail value sales of soup sold through H-S-S, by type, 2006-08
Prospects
Factors used in the forecast
MARKET SHARE
Key points
Ready meals
Figure 20: Manufacturers’ value shares of frozen ready meals sold through H-S-S, 2006-08
Figure 21: Manufacturers’ value shares of chilled starters sold through H-S-S, 2006-08
Figure 22: Manufacturers’ value shares of chilled first courses sold through H-S-S, 2006-08
Figure 23: Manufacturers’ value shares of chilled second courses sold through H-S-S, 2006-08
Frozen pizza
Figure 24: Manufacturers’ value shares of frozen pizza sold through H-S-S, 2006-08
Soup
Figure 25: Manufacturers’ value shares of frozen soups sold through H-S-S, 2006-08
Figure 26: Manufacturers’ value shares of chilled soups sold through H-S-S, 2006-08
Pasta sauces
COMPANIES AND PRODUCTS
Unilever/Findus
Buitoni
Gruppo Fres.co
La Linea Verde
Cameo
CHANNELS TO MARKET
Key points
Figure 27: Number of food retail outlets in Italy, by type, 2000-07
APPENDIX: RESEARCH METHODOLOGY
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PUBLICATION:   Convenience Foods - Italy
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