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MARKET OVERVIEW

1.1 Definition and scope of study

A citrus fruit can be defined as any of various evergreen, usually spiny shrubs or trees of the genus Citrus and other genera in the family Rutaceae, such as the grapefruit, lemon, and orange, native to South and Southeast Asia and widely cultivated for their juicy edible fruits with a leathery aromatic rind. This study will focus on the fruits of these trees and their production and commercialization.

Citrus fruits are one of the most prominent categories of fruit and vegetables, both in terms of its volume of production and in terms of its trade. In the last thirty years citrus production worldwide has continued to steadily increase and has now reached more than 130 million tons, representing a growth of around 125%.

The consumption of citrus fruit in Italy is, for various reasons, a phenomenon of particular importance and complexity as it is anchored in deep and distant traditions in the southern part of the country. In Italy, indeed, the commerce of oranges and other citrus fruits (mandarins, lemons, grapefruits) accounts for 15-17% of total sales in the super- + hypermarket channels.

The most important trends in consumer behavior for these specific products registered in Italy in 2020 are mostly derived from the COVID-19 pandemic and its consequences on the market. These trends can be summarized as including: the lower frequency of purchases, balanced by the increase in the average receipt, the decisive increase in market share by local shops, e-commerce and discount shops, to the detriment of hypermarkets and local markets and the further increase in the preference for seasonal products, of Italian origin, possibly organic and with a more marked attention to green recyclable packaging.

ANALYSIS OF THE DEMAND

MARKET STRUCTURE

ANALYSIS OF THE OFFER

REGULATION

POSITIONING OF THE ACTORS

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Method

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Analysts 1 sector analyzed
in 40 pages
Method
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Data

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Method

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Analysts

Hugo S.

chargé d'études économiques, Xerfi

Hugo S.

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Mathieu Luinaud

Associate Consultant

Mathieu Luinaud

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Education Formation
Robin C.

PhD Industrial transformations

Robin C.

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Pierre D.

Analyst

Pierre D.

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Arnaud W.
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Ross Alumni Club France

Arnaud W.

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Amaury de Balincourt
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Analyste de marché chez Businesscoot

Amaury de Balincourt

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Pierrick C.

Consultant

Pierrick C.

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Maelle V.

Project Finance Analyst, Consulting

Maelle V.

Héloise Fruchard

Etudiante en Double-Diplôme Ingénieur-Manager Centrale

Héloise Fruchard

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Imane E.

EDHEC

Imane E.

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Vincent D.

Auditeur

Vincent D.

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Eva-Garance T.

Eva-Garance T.

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Michela G.

Market Research Analyst

Michela G.

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Azelie P.

Market Research Analyst @Businesscoot

Azelie P.

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Cantiane G.

Market Research Analyst @Businesscoot

Cantiane G.

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Jules D.

Consultant

Jules D.

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Alexia V.

Alexia V.

Emil Ohlsson

Emil Ohlsson

Anna O.

Anna O.

Gabriel S.

Gabriel S.