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- Number of pages : 30 pages
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- Last update : 15/03/2022
Summary and extracts
1 Market Overview
1.1 Definition and presentation
Honey is a sweet substance produced by bees from the nectar of flowers. Originally intended to feed bee larvae, honey has many beneficial properties for the body, which has led to its reputation as a "health food." Honey has antibacterial, antioxidant and anti-inflammatory properties.
There are many types of honey, which can be grouped into two families:
- Single-flower honeys are made from a dominant floral variety. At least 80% of the honey must come from a single flower variety. More difficult to obtain than polyfloral honeys, canola and sunflower honeys alone account for nearly half of all monofloral honeys.
- Polyfloral honeys, also known as spring or summer honeys, come from a variety of blooms, in which their color, fragrance and flavor can vary.
With a global market estimated in billions of dollars, forecasts predict an annual growth rate of 8.2% through 2028, driven by strong demand for nutritious food products, as well as a growing desire to consume healthier products.
In Italy, the honey market grew in 2020. In fact, sales were up 14.6% in volume and 16.3% in value, while in 2019, sales were down 3% in both volume and value.
Although only 30.2% of beekeepers carry out this activity on a commercial basis, their production volume is much higher than that of beekeepers who produce only for their own consumption, as the former hold more than three-quarters of Italy's hives.
The consumer profile has become younger with the Covid 19 pandemic, although it is still quite old; before the pandemic, 70% of consumers were over 50 years old.
1.2 The Global Marketplace
Approximately *.* million tons of honey are consumed worldwide each year and there has been a **% increase in the world's production in recent years[***].
The world market is valued at USD *.** billion as of **** and is expected to grow at a CAGR of *.*% between **** and ****[***].
Global production has been growing steadily for ...
1.3 The Italian market
National honey production in **** is estimated at about **,*** tons, with a **% growth compared to **** due in part to the increase in hives (***), but above all to the fact that the **** vintage had been among the worst in recent years with production losses of ***% for some monofloral honeys[***].
Italian Honey Production Italy, ...
1.4 Exports and Imports
The code"****** - Honey; natural" of UN Comtrade has been used for the analysis of exports and imports of honey in Italy. As shown in the chart, Italy is an importer of honey, with a strongly negative trade balance value in recent years.
Value of Exports and Imports of Honey Italy, ...
1.5 Impact of Covid
The sector has been partially affected by the Covid** pandemic. Although beekeeping, like all other agricultural activities, is included in the list of essential production activities and therefore allowed, it experienced, like other economic sectors, a moment of extreme uncertainty and difficulty due to the restrictions in place and the effects ...
2 Demand Analysis
2.1 Honey consumption in Italy
Italians are not great consumers of honey. AIPA estimates a per capita consumption of *** gr, **% less than the European average. In volume, **,*** tons were consumed in ****, a trend in clear growth compared to previous years.
Evolution of domestic consumption of Honey, in volume Italy, **** - ****, in tons Informa Miele
The penetration ...
2.2 Geographical distribution of demand
As far as the geographical distribution of consumption is concerned, it can be seen that it is fairly uniformly developed in all Italian regions. However production is mainly developed in * regions. Piedmont is the region with the highest number of beehives: here there are, in fact, ***,***. Then we find Lombardy, where ...
2.3 Consumption Modes and Purchasing Habits
There are still few regular consumers of honey in Italy. In fact, **% of consumers in this country are occasional[***]. Concerning the way honey is consumed, it can be consumed in different ways but it is mainly used as a sweetener in drinks (***).
Honey consumption patterns Italy, ****, percentage UNA-API
There are various ...
2.4 The spread of organic honey
Italians are increasingly adopting a responsible and sustainable approach to consumption, which implies a greater interest in the origin and production methods of products. Honey is no exception. Testimony of this is the strong growth of beehives destined to this type of production.
In ****, there are more than *** thousand hives producing ...
3 Market Structure
3.1 Market structure and dynamics
The industry has been growing steadily for years. The number of beekeepers in **** was **,***, **% more than in **** while there are ***,*** apiaries in the country in **** (***), **% of which have a commercial destination.
Number of activities by production destination Italy, **** - ****, units ISMEA
At the geographical level, hives intended for trade, result to ...
3.2 Value chain
The production chain of honey is characterized by different steps, very important to maintain the quality of the product.
Source: ****
3.3 Honey distribution channels
Of the nearly ** thousand tons of honey produced annually, the market breakdown is as follows:
Honey Destination Italy, ****, in % Source: ****
Large-scale retail trade (***) is the main sales channel for honey and supermarkets play an important role, representing **% of the total. Part of the product is then sold directly by the company. ...
3.4 APIMELL: The European Honey and Beekeeping Fair
Apimell is 'the main event for European beekeeping, organized in the halls of Piacenza Expo; in the almost **,*** square meters of exhibition dedicated to equipment, technologies and services for the production of honey and honey products, you can experience one of the main international events in the sector. The event attracts ...
4 Analysis of the offer
4.1 Typology of the Honey offer
Honey is a completely natural substance produced by bees starting from nectar (***). Organically, honey is an extremely complex product: its average composition is shown below.
Italian Honey Composition in Average Source: ****
Honey is produced by bees born from the processing of nectar from flowers or honeydew from plants and, generally, according ...
4.2 Substitutes and Derivatives
Substitute Products
In addition to its use in wellness and pharmaceuticals, honey is usually used as a sweetener or as a source of quick sugars. On the market, in substitution of honey have been conceived many products which replace its use (***). Below is a list of the main products used on ...
4.3 Price trends
Thetrendin the consumer price indexfor honeyas a wholeis shown alongside that for jams and marmalades. Below is a graph showing the trend:
Consumer price index for jams, marmalades and honey Italy, ****-****, in Index Base **** = *** Source: ****
for a more detailed analysis, we will now look at the price trend for December ...
4.4 Honey Fraud
Fraud in honey can be divided into two large families:
fraud in product composition label frauds on the origin and value chain
Since **** in Italy, as in the rest of the world, quality honey has become a commodity that is not so easily available due to the decimation in production closely ...
5 Regulation
5.1 Regulatory framework
Legislative Decree n. *** of May **, ****, "Implementation of Directive ****/***/EC on the production and marketing of honey" provides the guidelines to be respected in Italy on the production and the following sale of the product in every distribution channel.
Moreover, Legislative Decree n. *** of June **, ****: "Implementation of Directive ****/**/EC on the labelling, ...
6 Positioning of actors
6.1 Segmentation
- PIEMONTE MIELE
- Hero Italia
- Ambrosoli
- Apicoltura Piana
- Rigoni di Asiago
- Adi Apicoltura
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