ITALIAN CONSUMPTION, TRENDS AND INSIGHTS FROM THE “IMMAGINO” GS1 ITALY OBSERVATORY
We share some useful insights for the supply chain, taken from the analysis of the tenth edition of the Immagino GS1 Italy Observatory, a very interesting and comprehensive publication that cross-references the information on the labels of more than 125,000 products digitised in the year ending June 2021 by the GS1 Italy Immagino service (ingredients, nutritional tables, logos and certifications, claims and consumption indications) with Nielsen surveys on sales (retail measurement service), consumption (consumer panel) and media use (TV – Internet panel).
The appeal of food products referring to the concept of ‘Italianness’ is growing. After having been one of the most successful phenomena in recent years, in the 12 months from June 2020 to June 2021 it posted a further growth of +1.8%, exceeding EUR 8.7 billion in turnover. Products with one of the five European geographical indications (GI) (PDO, DOC, DOCG, PGI, IGT) are also considered in this category. In fact, the five GIs have played a decisive role in the growth of the Italianity phenomenon: the PDO-Doc and DOCG basket has been the one with the most brilliant performance.
The numbers of the world of Italian products: products (no.) 22,638 (25.8%); sales (mln.€) 8,735 (26.9%); trend % sales +1.8; promo pressure % 33.4
In the free-from world, the brightest claims are those related to the absence or reduction of sugar, antibiotics, glutamate and calories, as well as non-fried products. All indicators of how high and topical the focus remains on eating healthier.
The figures of the free from world: products (no.) 13,961 (17.8%); sales (mln.€) 6,996 (25.0%); sales trend +0.6%; promo pressure 31.2%
In the Rich-in segment (enriched products), the best trend is that of products presented as a source of ‘protein’, whose sales increased by +8.5% year-on-year, mainly due to the expansion of the offer (+7.0%). Among the products driving the trend are also sliced sausages (roasts/chops).
The numbers of the rich-in world: products (no.) 9,333 (11.9%); sales (mln.€) 3,646 (13.0%); sales trend +3.2%; promo pressure 29.8%
To close, within the ‘lifestyle’ products Vegetarian and vegan are the claims with the most positive trends.