About this report
 
European Consumer Goods Intelligence is a unique series of fmcg market research reports, written by industry experts and incorporating exclusive insight into consumer activity and market trends.
 

 
They are designed to guarantee that every stage of your advertising, marketing or new product development process is focused towards genuine demand and real opportunity.
 

 
By the end of 2003, over 35 fmcg sector titles will be available, ranging from 'Beer' and 'Snack Foods' to 'Haircare' and 'Fabric Care'. Every title includes five, market-specific reports, investigating that sector in France, Germany, Italy, Spain and the UK.
 

 
Each report contains comprehensive analysis into:
 

 
Market sizes
 
Market trends
 
Leading manufacturers
 
Consumer trends
 
Sales forecasts
 
This unique level of coverage ensure that your R&D, category management and marketing teams have both an holistic understanding of the sector and a valuable insight into local sector trends and consumer habits. This research is relevant at any level of the decision making process, whether it be the initial developmental stages or the later brand building exercises.
 

 
Should you wish to order more than one market report, please call the above number to discuss potential multiple-purchase discounts.
 

 

Contents
 

 
Introduction
 

 
Definitions
 
Abbreviations
 
Executive Summary
 
Increasing number of working women and smaller households are influencing eating habits
 
Italian diet is not as healthy as it once was
 
Increasing interest in healthy food
 
Baked goods benefit from increasing demand for convenience
 
Main ‘healthy’ alternatives: sugar-free confectionery, functional breakfast cereals…
 
…low fat for the snack industry
 
Grocery chains control the majority of the healthy eating segment
 
Manufacturers always very dynamic in adjusting and improving their portfolios
 
All the factors indicate a growing market in future
 
Market Drivers
 
Changes in lifestyles mean the Italian diet is not so healthy anymore…
 
…but weight concerns have boosted sales of low-fat foods
 
Figure 1: Average weight of population, by country, 1996
 
Obesity particularly high among children
 
Figure 2: Overweight population, by country, 1996
 
Rising health problems related to obesity
 
High interest in health and dietary issues, but not in regular exercise
 
Most Italians are diet aware
 
Eating habits are changing under the effect of two elements: demand for ready meals as well as light foods
 
Modern food retailing provides convenience
 
The need for public health education
 
Employment trends favour convenience products
 
Figure 3: Trends in Italian employment, 1998-2003
 
Ageing population a boost to health food market
 
Figure 4: Trends in Italian population, by age group, 2000-05
 
Growing affluence behind a steady rise in consumer spending
 
Figure 5: Trends in Italian consumer expenditure, at current and constant prices, 1999-2003
 
Smaller households with fewer children tend towards convenience
 
Figure 6: Trends in household size in Italy, 1998-2002
 
Health claims and well-being marketing
 
Increased concerns about food safety have boosted demand for organic food
 
Stricter legislation aims to protect the consumer
 
Market Size and Trends
 
More cautious consumer spending
 
Figure 7: Italian consumer expenditure on food and non-alcoholic drinks, at current and constant prices, 2000-05
 
Figure 8: Italian spend on food and non-alcoholic drinks as % of total household expenditure, 2000-05
 
Figure 9: Average family spending on food per month in Italy, 2001-03
 
Growing demand for healthy foods
 
Market trends
 
Figure 10: Italian retail value sales of selected food markets, 2000-05
 
Figure 11: Italian retail value sales of selected ‘healthy’ foods, 2000-05
 
Figure 12: Italian ‘healthy’ foods sales growth, by market, 2000-05
 
Market Segmentation
 
Growth of ‘healthy’ options
 
Organic also benefits from ‘healthy’ perceptions
 
Figure 13: Examples of healthy foods by food category, 2003
 
Dairy foods
 
Figure 14: Italian retail value sales of milk & cream, yogurt, cheese and yellow fats, by sector, 2000-05
 
Figure 15: Italian retail value sales of ‘healthy’ milk & cream, yogurt, cheese and yellow fats, by sector, 2000-05
 
Strong growth of organic dairy
 
Milk
 
Figure 16: Italian retail value sales of milk, by sector, 2000-05
 
Probiotic drinks
 
Fresh cheese
 
Yogurt
 
Figure 17: Italian retail value sales of yogurt, by sector, 2000-05
 
Dessert yogurt
 
Probiotic yogurt
 
Yellow fats (butter/margarine/non-dairy)
 
Baked products
 
Figure 18: Italian retail value sales of baked products, by sector, 2000-05
 
Figure 19: Italian retail value sales of ‘healthy’ baked products, by sector, 2000-05
 
Bread
 
Bread products
 
Biscuits
 
Cakes
 
Confectionery
 
Figure 20: Italian retail value sales of sugar confectionery, by sector, 2000-05
 
Figure 21: Italian retail value sales of sugar-free sugar confectionery, by sector, 2000-05
 
Breakfast cereals and cereal bars
 
Figure 22: Italian retail value sales of breakfast cereals & cereal bars, by sector, 2000-05
 
Cereal bars
 
Snacks and crisps
 
Figure 23: Italian retail value sales of crisps, snacks & nuts, by sector, 2000-05
 
Figure 24: Italian retail value sales of low-fat crisps and snacks, by sector, 2000-05
 
Distribution
 

 
Dairy foods
 
Figure 25: Italian retail distribution of dairy products, by sector, 2005
 
Other sectors
 
Figure 26: Italian retail distribution of bakery, confectionery, snacks and cereals, 2005
 
Retail structure
 
Figure 27: Number of food retail outlets in Italy, by type, 1995-2002
 
Figure 28: Major food retailers in Italy, by number of outlets, 2003/04
 
Internet sales
 
The Supply Structure
 
Dairy foods
 
Yogurt
 
Figure 29: Manufacturers’ value shares of yogurts, 2003-05
 
Probiotic dairy drinks
 
Fresh cheese
 
Baked goods
 
Bread
 
Cakes
 
Figure 30: Manufacturers’ value shares of cakes, 2003-05
 
Biscuits
 
Figure 31: Manufacturers’ value shares of biscuits, 2003-05
 
Crisps and snacks
 
Figure 32: Manufacturers’ value shares of crisps and snacks, 2003-05
 
Confectionery
 
Figure 33: Manufacturers’ value shares of sugar confectionery, 2003-05
 
Breakfast cereals
 
The breakfast cereals market is highly concentrated with just two companies – Kellogg and Nestlé – accounting for over 80% of sales. The other companies with significant presence include Cameo Vitalis, owned by Dr Oetker of Germany, Weetabix Ltd (UK)
 
Figure 34: Manufacturers’ value shares of breakfast cereals, 2003-05
 
Cereal bars
 
Companies and brands
 
Barilla SpA
 
Danone SA
 
Granarolo SpA – Sitia-Yomo
 
Kellogg Italia SpA
 
Nestlé Italiana SpA
 
New Product Development
 
Comparison of new product introductions, by product claim
 
Figure 35: Number of new product introductions in Italy, by product claim and by sector, 12 months to July 2005
 
Figure 36: Number of new product introductions, by product claim, by country, 1996-July 2005
 
Figure 37: (Graph) Number of new product introductions by product claim, by country, 1996-July 2005
 
Figure 38: Number of new product introductions, by product claim, by year, 1996-July 2005
 
Yogurt – the most dynamic area
 
Other dairy also very active
 
Sugar-free confectionery
 
Savoury snacks
 
Breakfast cereals and cereal bars
 
Other launches
 
New product launches, June-August 2005
 
Prospects
 
Food safety
 
Convenience
 
Health benefits
 
Mature customers
 
Necessary range rationalisation
 
Forecast
 
Spreading with consumers’ waists
 
Figure 39: Forecast of Italian retail value sales of selected “healthy foods” in current terms, 2005-10
 
Slightly slower rate, but absolute increases
 
Healthy snacking establishing a niche
 
Dairy a healthy giant
 
Bakery rising
 
Some maturity in confectionery and cereals
 
Figure 40: Forecast of Italian retail value sales of selected “healthy foods” at 2000 prices, 2005-10
 
Real growth momentum
 
Young, affluent urban important for market development
 
Healthy appearance