Executive SummaryCheeseSales of cheese in Italy continue to be governed by new eating patterns, with a move towards organic and reduced fat cheese, which meet consumers' demand for more natural and healthier products, as well as growing demand for high-quality natural cheese, mainly certified unprocessed and soft cheese. Sales of hard cheese are suffering, whilst there is growing demand for DOP (Denominazione d'Origine Protetta- Certified Origin) cheeses and fresh products.
Competitive Landscape
Thanks to the strength of its brand portfolio, which includes Bel Paese, Galbanino, Galbani, Santa Lucia, Invernizzi, Vallelata and Locatelli, Lactalis Gruppo Italia is expected to lead cheese with an 11% share of value sales in 2013. Lactalis Gruppo regularly launches new products and attracts consumers through marketing campaigns. Through its logistics network, with a warehouse located at Ospedaletto Lodigiano, and the distribution network of biG Srl which operates 108 commercial units and 1,200 vans in Italy, Lactalis Gruppo Italia serves approximately 70,000 customers.
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Industry Prospects
Sales of cheese are expected to be stagnant in volume and constant value terms over the forecast period. Unit prices, meanwhile, are expected to marginally decline in the period 2013-2018.
Drinking Milk ProductsSales of drinking milk products keep being driven by health and wellness goods, since demand for special milks, organic and lactose- or fat-free drinking milk products, goat milk and soy milk is growing at the expense of traditional products and full fat drinking milk products.
Competitive Landscape
Two Italian companies, Parmalat and Granarolo, led drinking milk products in Italy in 2012, and this is expected to continue in 2013. However, private label has a strong presence, and is set to account for a 20% share of retail value sales in 2013. Private label is especially strong in long-life/UHT milk, with a retail value share of 22%. In other milk categories the share of private label is much lower.
Industry Prospects
The outlook for drinking milk products remains uncertain according to most sources, with most predicting a weak performance in the coming years. Innovation could help to revitalise sales, but it remains low and heavily dependent on the leading players, Parmalat and Granarolo. At the same time, relatively high concentration, when private label is also considered, makes it very difficult for new entrants which could support innovation. Many consumers are not accustomed to a wide range of specialist milk products, and consumers can be mistrustful of new innovations.
Yoghurt and Sour Milk DrinksThe review period witnessed a significant change in consumer behaviour. Italian consumers became increasingly suspicious of functional products, particularly pre/probiotic yoghurt, the previous growth driver in the category, and returned to simpler and more natural products. In any case, 2012 and 2013 were quite successful years for yoghurt and sour milk products, especially if compared with other dairy categories.
Competitive Landscape
Danone is expected to remain the undisputed leader in yoghurt and sour milk products in 2013, with a 30% value share. Yoghurt is its core business; thus the company continues to be the trendsetter and the top spender on advertising in the category. Due to its leadership, it was unable to escape the sluggish performance in yoghurt during the middle of the review period, and the collapse of most functional products in 2012 and 2013, whilst Activia and Actimel were its previous growth drivers. However, most non-functional brands in Danone's wide portfolio continued to post growth in early 2013.
Industry Prospects
Yoghurt and sour milk products is a mature category; thus more substantial growth will be difficult to achieve. Growth will nevertheless be driven by demand for products positioned as health and wellness, functional, organic, low fat and low lactose. Consumers will buy new flavours and flavour combinations which offer a new taste experience.
Other DairyHealth and wellness was one of the main trends in other dairy in 2013. Consumers are increasingly aware of food allergies, lactose intolerance and various other health problems, and try to prevent them by changing their eating habits. Consumers continue to switch from dairy-based to soy-based desserts in order to limit their intake of lactose. Soy-based desserts is expected to register an increase of 4% in retail volume terms and 5% in current value terms in 2013.
Competitive Landscape
Ferrero remains the leading branded player in a fragmented competitive landscape in other dairy; expected to reach a 31% value share in 2013. This leadership can be attributed to strong brands such as Kinder Choco Fresh, Fetta al Latte, Paradiso and Pingui. Danone and Parmalat are expected to rank second and third, followed by Lactalis and Granarolo. Kinder brands focus on daily pleasure and boast a powerful image, an excellent distribution network which provides great visibility against other companies within chilled snacks, as well as being well-established in Italians' consumption.
Industry Prospects
Other dairy is set to register a rather sluggish performance over the forecast period, with a stable constant value CAGR of 1%. Soy-based desserts is predicted to remain one of the best-performing categories in retail volume and constant value terms in the forecast period. This will mainly be driven by consumers showing more interest in alternative dairy products, especially for health reasons, such as lactose intolerance.
Report Overview
Discover the latest market trends and uncover sources of future market growth for the Dairy Packaging industry in Italy with research from Euromonitor's team of in-country analysts.
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