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Eating Habits: Scratch vs Convenience Cooking - Italy
Mintel, June 2005, Pages: 69
Although the Italians’ diet remains typically Mediterranean, their eating habits are changing in favour of greater use of ready prepared foods. Sales of ready meals and other pre-prepared foods are growing fast, as is the number of companies that are entering this lucrative market. Demand for processed, added-value foods is driven by young people and families with children who have less time for cooking from scratch and a growing inclination to spend their spare time on leisure and other pursuits. However, the Italian population remains fundamentally conservative in their tastes and eating habits and penetration of ready meals is well below the European average.
Convenience foods are still underdeveloped in Italy, as reflected in the more limited range of recipes on offer. Expanding the customer base, and increasing frequency of purchase, remain the most important, and difficult, tasks facing the international and Italian producers operating in this market which will require large investments in product development and promotion over the next few years. However, in the last two years the market has taken off and currently offers an exciting range of opportunities for the suppliers ready to meet the highly exacting Italian tastes and quality expectations.
About the report:
Using the latest, market size data and trend analysis, this report provides a vital snapshot of Italian cooking habits. Offering an invaluable insight into the driving forces behind changing cooking trends, it offers food producers, manufacturers and marketers a fascinating overview of food preparation’s market segmentation, supply structure, NPD and prospects.
Use this research to avoid market pitfalls, discover sector opportunities, identify growth potential and achieve the best possible results.
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