Content of the study:
The biscuit market - Italy

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1.1 Definition and scope of study

Biscuits are dry cakes. Usually they are made out of flour, eggs, sugar and sometimes fat. This study will focuses on the sweet biscuit market. It thus differs from the market for pastries, cakes and bakery products, but it offers a real diversity of products. Sweet biscuits are usually eaten at breakfast or as a snack.

The global biscuit market continues to show a strong performance, mainly driven by the growth in emerging markets and through nnovation.

In Italy, the sector performs at a stable incremental pace and is expected to grow by 2.6% until 2026, with the growing drive of consumers, who are favouring the percentage increase in sales both in volume and value. The market represents a considerable slice (20%) of the sweet confectionery industry and has a highly concentrated image both at the origin and at the end of the value chain, with significant market shares in the hands of multinational manufacturers and large distributors (supermarkets and hypermarkets) in Italy.

This structure continues to be favoured by a long tradition of large Italian producers who survive thanks to a strong brand power. However, the market has been undergoing continuous transformations for several years now threatening the position of its major players, such as the development of organic, dietetic and gluten-free product lines and the growth of small producers or private labels. In the meantime, a fierce battle keeps going on prices and to avoid imitations.

1.2 Global Market Analysis

The global biscuits market reached ***,* billions of dollars in ****, and is expected to reach a value of ***,** billions of dollars by ****. The market under consideration has witnessed a strong development in recent years, experiencing an average annual growth of *.*% from **** to date [***].

The trend is expected to remain pretty stable in ...

1.3 The Italian Market for Biscuits

The Italian market for biscuits reached *.* billion Dollars in ****, and is expected to grow in the upcoming years, reaching a value of *.* billion Dollars by ****. This market includes different segments: rusks, pastry products, preserved sweets, and Italian biscuits. 

Italian Market for Biscuits - Turnover and Forecast Italy, ****-****, in billion USD Source: ...

1.4 Import and Export Analysis

The Italian biscuit market is recognized for the excellence of its products. As shown in the following graph, the value of exportations is way above than importations. On average, it is possible to estimate that exportations are double the size of the importations each year, and the coverage rate witnesses this ...

1.5 Covid-19 Impact

During the pandemic, the Italian agri-food supply chain has show a strong resilience, decreasing by -*.*% in revenues compared to the previous year.

Taking into consideration the production of food in general, it has suffered a plunge in the value, diminishing by almost -*% in the second quarter of **** if compared ...


2.1 Demand Overview

The Italian market for biscuits, as well as its global counterpart, presents some interesting characteristics for what concerns the demand for the product.

As anticipated in the previous section, a global sense of awareness against the risks associated with the consumption of sugar is spreading among people, who are becoming more ...

2.2 Demand Drivers

The demand for biscuits in Italy is being linked and moves in the same direction as some demographic indicators.

Average Monthly Expenditure per Family

In order to understand the importance that biscuits play in the life of families, it is worth taking into analysis the average of the monthly expenditure that ...

2.3 Geographical Distribution of Demand


Considering the map reported above, it is possible to see the differences in the average expenditure that each family sustain to buy food on a monthly basis. Given the absence of data related to the specific category of bisucits, we rely on such figures to infer the differences in consumption attitudes ...

2.4 New Trends in Demand

Healthy Solutions

On average, *** grams of biscuits contain *.* grams of sugar. Given the concerns that people are arising towards the negative consequences related to an excessive consumption of sugar, companies operating in the biscuit market are considering a variety of altermative ingredients to substitute sugar. An example is given by the ...


3.1 Structure and Dynamics of the Market

In Italy, the total number of companies operating in the production of rusks, biscuits, and preserved pastry goods amounts to *** (***). In the graph below, it is possible to infer that the total number of companies in the sector has decreased dramatically, passing from a total of **** entities in **** to *** in ****. As ...

3.2 Value Chain

The value chain and functioning of the bakery and pastries market in Italy in synthesized below. Being biscuits part of this broader market, their specific value chain does not differ substantially from the one reported below.

3.3 Mergers and Acquisitions

Going deeper into the market under analysis, it is worth considering the main trends implied in the operations of merger and acquisition that have characterized such a market in the last decade. However, such operations do not include only large conglomerates, but also small entities specialized in the sector. In fact, ...


4.1 Typology of the Offer

The Italian market for biscuits offer the following categories of product:

Bisucits with chocolate; Biscuits with fruit; Pastry biscuits; Dry cookies; Cookies; Filled biscuits; Breakfast biscuits.

In order to assess the typology of the offer available in the market, it is necessary to understand the nutritional value of such a category ...

4.2 Pricing

The price of biscuits depends on a series of elements. Given that they are mainly baked using flour and wheat, it is worth expecting a correlation among the change in biscuits' prices and that of the price of the previously mentioned ingredients. 

Evolution of CPI for Flour and Other Cereals Italy, ...

4.3 New Trends in the Offer

During the last decades, the agri-food sector has undergone a series of technological revolutions and updates, especially related to automation and safety devices. Therefore, in the production process of biscuits, individuals are mainly required to supervise machines, and they have a special role in the hygenization of the entire mechanical supports. ...


5.1 Regulatory Framework

Considering the production of biscuits, from a legal perspective it is worth introducing the new regulation related to origins and sources of ingredients. The regulation stipulates that, within the corporate structure, the operator who is in charge of consumer information on the food must indicate the country of origin or place ...


6.1 Segmentation

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Reviews (5)

Reviews (5)

The chocolate and chocolate factory market - France

Publicado en 23/06/2022 by Helie Krotoff


The market for sports nutrition supplements - France

Publicado en 31/01/2022 by Thibaut Reinhard - Biocanna Technologies SRL

We got the numbers we needed. Excellent study

Businesscoot Response:

Thank you for your feedback. We are glad that the study lived up to your expectations. We hope you will give us a 5/5 next time ;)

The Farm Animal Feed Market - France

Publicado en 09/01/2022 by Hugo Schott - Businesscoot

Note the recent but steady take-off of organic feed for farm animals, which is leading to a renewal of research and development in the sector

Businesscoot Response:

Hello Hugo, Thank you for your feedback. We are glad that the study was up to your expectations. We hope you will give us a 5/5 next time ;)

The market for sports nutrition supplements - France

Publicado en 06/01/2022 by Amaury Wernert

The work of collection, data processing and the method to estimate the market still poorly known are very relevant. Interview with the market specialist on the impact of the Covid crisis very interesting

Businesscoot Response:

Hello Amaury, Thank you for your feedback. We are happy to read that the content and structure of the study have fully met your expectations. :)

The ready meal market - France

Publicado en 26/11/2020 by Lucie Piette - Cooperl

Good synthesis of the market with interesting figures

Businesscoot Response:

Hello Lucie, Thank you for your feedback. We are happy to read that you were completely satisfied with the content of the study. :)

Customer cases and references

Customer cases and references
La pépite Interview
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BFM Business

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Paul-Alexis Kebabtchieff
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Boston Consulting Group

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Marie Guibart
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Kea Partners

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Elaine, Durand
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Crédit Agricole, Information & Veille

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Philippe Dilasser
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