The hazelnut market - Italy

Since 2020, the global hazelnut market has shown strong growth driven by increased demand for nuts due to their health benefits. Turkey dominates the market with 62% of production, while Italy stands as the second largest producer with significant turnovers, amounting to €296 million euros in 2021. The Italian market itself has shown consistent growth with a forecasted CAGR of 1.73% from 2023 to 2027, and hazelnut production reached 84 thousand tons in 2021 despite fluctuating trends due to weather conditions. Exports of shelled hazelnuts from Italy in 2021 were valued at $342 million with Germany being the main consumer. The COVID-19 pandemic led to a 9% increase in nut consumption, although Italy still largely imports hazelnuts. The war in Ukraine added further uncertainty, impacting seasonal labor and causing spikes in energy prices, creating additional stress on the agricultural sector. Despite economic challenges, the demand for nuts persists, fueled by their nutritional profile and a growing interest in healthy eating..**Growing Appetite for Health and Wellness: Trends in the Italian Nut Market** In the Italian market, there's a noticeable trend towards health and wellness, which is reflected in the increasing demand for nuts, including hazelnuts. Households in Italy, in recent years, have developed a particular affinity for nutritious and healthy snack options. In 2020, Italian households spent approximately between 60 and 70 million euros on hazelnuts, with a total volume of around 4,000 to 5,000 tons. This positions hazelnuts within the top five nut choices for Italian consumers, accounting for 5% of total nut volume purchases. The rising demand for nuts is driven by several factors, with increased entrepreneurial investment in nut cultivation leading the forefront. Entrepreneurs are dedicating more hectares of land to hazelnut crops, highlighting not only the economic opportunity but also aligning with the growing health consciousness among Italians. This enhanced awareness is not incidental; the Italian government itself is fostering this trend by promoting the consumption of nuts as part of a balanced diet. Hazelnuts, known for their richness in minerals and healthy fats, have been pinpointed as a food that can help lower cholesterol and hypertension. What’s more, they contain essential minerals like iron, potassium, magnesium, and copper, which are integral to a wholesome diet. This recognition of nutritional benefits is reinforcing the demand for hazelnuts and other nuts. In terms of market segments, nuts are categorized based on their consumption style. Whether consumed plain or roasted as snacks, chopped in confectionery, or used in the form of oil, paste, or liquids, nuts have integrated themselves across various culinary applications. Hazelnuts, in particular, feature prominently in the sweet spreads sector, which in 2022 reached a market value of nearly 400 million euros in Italian retail. Ferrero's Nutella, a hazelnut-based spread, remains a beloved brand in this segment. Snacking preferences amongst Italians show a clear inclination towards healthier choices. Well over 45% of Italians admit to regularly consuming nuts, placing them alongside popular snack choices such as cookies, chocolate bars, and dairy products. The demand is not just for whole nuts but extends to products like hazelnut spreads, despite consumers' growing scruples about sugar and fat content. Due to their health benefits and the general trend toward healthier eating, nuts—and hazelnuts in particular—continue to be a favored choice. Financially, despite the challenges posed by inflation and the socioeconomic impacts of the COVID-.### Key Players Shaping the Italian Hazelnut Market Landscape #### Ferrero Group Ferrero is a universally recognized name when it comes to confectionery products, particularly for its flagship hazelnut spread, Nutella. This Italian multinational company has carved out a substantial share of the hazelnut market, not only in Italy but globally. The brand has substantial influence on the Italian hazelnut sector due to its demand for high-quality hazelnuts that are turned into various confectionery delights, including Ferrero Rocher and Kinder Bueno. #### Novi Another prominent player in the Italian hazelnut market is Novi. Known for its quality chocolates, Novi utilizes a significant amount of hazelnuts in its creations. Among their products, the Gianduja and dark chocolates include a rich concentration of Italian hazelnuts, contributing to the brand's reputation for superior taste and quality. Novi is recognized for its commitment to using finely selected hazelnuts to create its beloved treats. #### Pernigotti Specializing in gianduia, a blend of chocolate and hazelnut paste, Pernigotti is a company with deep roots in the confectionery industry. Its products showcase the versatile use of hazelnuts within the dessert and chocolate sector. Pernigotti's focus on traditional recipes that emphasize the rich flavor of hazelnuts cements its position as a key player and preserves the cultural heritage associated with Italian hazelnuts. #### Oberholler Slightly less known on the international stage compared to giants like Ferrero, Oberholler still plays a pivotal role in the Italian hazelnut market. With a significant percentage of hazelnuts in its products, Oberholler takes pride in creating hazelnut spreads that cater to consumers seeking authenticity and a high hazelnut content. They underline the value of hazelnut quality in reflecting the richness of Italy's hazelnut-producing landscapes. These companies, among others, contribute to the positioning of Italy as a major exporter and trusted source of hazelnut-based products. Their commitment to quality and the integration of hazelnuts into their product lines not only drive domestic hazelnut demand but also enhance Italy's reputation on the international stage. The presence of such powerful market actors ensures sustained growth in the hazelnut sector, supporting both the cultivation and the confectionery industry that depend on this valuable nut.

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• Number of pages : 30 pages
• Format : Digital and PDF versions
• Last update : 20/07/2023

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