The cooking class market - Italy

Cooking classes are private or group classes aimed at teaching cooking. The market for cooking schools is thus, extremely related to the conceptual and functional significance of food and cooking in a country. The rise of cooking classes in Italy is the result of a highly growing demand dictated both by interest in cooking and the enthusiasm of television cooking programs, such as Masterchef or Bake Off Italia. There are several reasons behind this increased interest in cooking schools, whether for fun (amateur classes) or in the hope of a profession (specialized courses), the number of faculty and course enrollments has risen considerably in just a few years. The supply of cooking courses in Italy is extremely fragmented, from specialized courses by end user (for amateurs or professionals ) to specialized courses by food (e.g., pastry), at different intensity and duration. Theofferings are therefore diverse and courses generally last from a few hours to several hours or even weeks in the form of internships. Course topics are diverse and range from general cooking techniques to specialized techniques as in the case of pastry. Within a highly competitive environment, individual players have little bargaining power and most of the decision-making is in the hands of the consumer.