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Eating Habits: Improving the Appeal of Convenience Options - Italy - 2007
Mintel, May 2007
Chilled ready meals registered double-digit growth while sales of frozen meals are struggling as consumers look for quality, which they associate mainly with freshness, thus manufacturers have been able to market chilled ready meals based on traditional Italian recipes as offering the closest replica of food cooked from scratch at home. This is all happening despite the chilled category having few large players that can invest largely in advertising and marketing, such as Fratelli Beretta and Galbani, while the frozen category is extremely concentrated and can rely on the presence of multinationals such as Findus, Buitoni and Barilla.
Riding on the wave of healthy lifestyles, sales of soups, both frozen and fresh, reported good performance, as have pasta sauces, which surely have good potential for further growth in a country with the highest global pasta consumption and where pasta is an everyday meal.
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