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1 Market Summary
1.1 Definition and presentation
Freezing is a food preservation technique that involves the rapid cooling of food, brought to a low temperature. The technique has consequently given name to frozen foods, a term by which we refer to the set of foods that are preserved by this method. Frozen foods are thus a sub-segment of the broader food market.
The frozen food market can be broken down by product, the most common of which include: fruits, vegetables, ready meals ("ready-to-eat"), meat and fish.
In Italy, the food market has experienced a negative trend in recent years, driven more by cutbacks in food spending and transformations in Italians' culinary habits. The different perception of eating out is expected to continue to impact the market as a whole. Frozen foods for their part have experienced a stable evolution, influenced in particular by the growing hectic lifestyle and preferences for convenience and speed in cooking. The Italian market is, however, highly concentrated and sees the dominance of a few brands and an intense dominance of a single distribution channel. In addition, two other forces are believed to consequently impact the market on both the supply and demand sides. On the one hand, stringent regulations regarding frozen products and on the other hand, the growing interest in the environment by consumers.
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Latest news
Barilla loses the second round of the cookie war - 02/04/2024
- Date of the Beginning of the Affair: June 2023 - Barilla asks the Court of Brescia to prohibit the sale of nine types of cookies by the Tedesco and Sapori Artigianali companies for excessive similarity to its own products.
- First Degree of Judgment: February 2024 - The Court partially grants Barilla's requests, banning the sale of certain products and the use of certain packaging due to their similarity to Mulino Bianco's products and packaging.
- Second Degree of Judgment: March 18, 2024 - The Court of Brescia dismisses Barilla's complaint and accepts the claims of the Tedesco and Sapori Artigianali companies.
- Arguments of the Reversal of the Judgment:
- Volgarization of Shape Marks: The shape of the cookies in question is now considered so common that it is no longer distinctive of a particular manufacturer.
- Packaging Disputed: Despite similarity, Tedesco's packaging is not considered likely to create undue confusion or associations with Barilla's due to the prevalence of common elements in the industry.
- Urgency of the Proceedings: The court rejects the urgency requested by Barilla for intervention, noting that Barilla was aware of the sale of the "similar" products as early as 2016.
- Implications for the Industry: This case highlights the importance of distinctiveness and originality in product and packaging design in an overcrowded market. It also shows the legal and business challenges in protecting these aspects in competitive environments.
Barilla launches "Accordions": six years of research for a brioche perfect for dunking - 26/03/2024
- Research and development period: 6 years, started in 2018.
- Production facility: Melfi, Basilicata.
- Investment: Over 30 million euros in the last 3 years in the Melfi plant, with investments dedicated to both sustainability and innovation, including the creation of production lines for Pancakes and Fisarmoniche.
- Sugar content: Accordions has -35% sugar compared to the average of best-selling snacks.
- Calorie content: 120 kcal/piece.
- Plant production capacity: Maximum capacity of 83,000 tons/year.
- Number of employees in Melfi: More than 350.
- Quality checks: More than 5,000 checks on finished products and 200 on raw materials per day.
- Environmental savings over the past 10 years: 40% water savings and 27% reduction in CO2 emissions.
- Total number of Mulino Bianco references: Over 130, which include cookies, snacks, and breads.
- Italians' preference for dunking: 6 out of 10 Italians like to dunk snacks or cookies for breakfast.
- Ingredients: Without coloring and preservative additives or palm oil. Contains 4% fiber.
- Plant size: 202,000 m^2.
Barilla: the pasta champion's anti-MDD plan - 08/03/2024
- Barilla sales in 2021: 4.7 billion euros (+6.5% growth)
- Private labels capture over 50% of the pasta market and 40% of the sandwich bread market. Pasta prices up by over 11%.
- Barilla sales in France: 630 million euros (+7%), but volumes down 3%.
Barilla intends to maintain its volumes in the face of private labels - 08/03/2024
- World leader in pasta and pesto
- sales of €4.7 billion in 2023, up 6.5%, of which €630 million in France.
- Volumes down 3% in 2023 across the French perimeter.
- Increased advertising and promotional support for its Barilla and Harrys brands, in the face of private labels that now exceed 50% by volume for pasta and 40% for sandwich loaves.
BARILLA CUTS PRICES FROM 7 PERCENT TO 13 PERCENT - 16/01/2024
Price reduction by Barilla: 7% to 13%.
- Products involved: Spaghetti No. 5, most of the pasta assortment, Mulino Bianco products (cookies, snacks, rusks, breads) and some Pavesi items (such as Gocciole)
- Duration of the promotion: until December 31, 2024
- Rationale: Extraordinary operation to reduce transfer prices to direct customers and distributors, achieved by lowering contract prices on a significant basket of products
- Other strategic initiatives of Barilla: investments along its supply chains, in production sites, focus on research and development of new technologies, innovation with new product launches, communication campaigns, continuous collaboration with partners operating in the distribution sector
Barilla, a big name in Italian pasta juggling crises - 24/04/2023
- Barilla turnover: 4.5 billion euros
- Barilla is the top buyer of durum wheat in the world
- Sales of the group's French subsidiary: €720 million by 2022 (14% growth)
- Inflation of pasta package prices: +20%
- Market share of Harry's (sandwich bread): 29.7
- Barilla has 4 bakery plants in France.
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