The market of protein products - Italy

The global protein ingredients market, valued at $72.12 billion in 2021, is anticipated to expand to $114.6 billion by 2030, with a CAGR of 5.9% from 2022 to 2030. This growth is primarily driven by heightened consumer awareness regarding nutritious diets and an increased demand for plant proteins, especially soy proteins. In 2021, North America dominated the market, holding roughly 41% of sales, thanks in part to changing eating patterns and a surge in demand for vegan products. The food and beverage sector emerged as the leading domain within the market, accounting for 40% of total sales. The Italian market specifically demonstrated resilience in the protein sector, with exports surpassing the value of imports since 2020, indicating a trade balance in surplus. In 2022, Italy's exports were particularly robust towards Spain, the largest importer of its protein products, with exports worth $48 million. The protein market's performance reflects an overarching trend towards healthy eating and environmental consideration, alongside changing demographic needs, notably within the geriatric population.

The Italian Protein Products Market: Emerging Trends and Consumer Preferences

In Italy, the market for protein products has been witnessing significant growth, with a notable spike in consumer demand for various protein-rich alternatives. With an increasing inclination toward healthier lifestyles and a variety of dietary needs, the Italian market offers an array of options from protein supplements like tablets, powders, and drinks to protein-rich snacks such as bars, and a range of plant-based protein foods including tofu, tempeh, seitan, and legumes. Protein supplements and enriched foods are rapidly gaining popularity, evolving from being niche products aimed at fitness enthusiasts to becoming mainstream offerings that cater to a broader consumer base.

This shift has translated into a substantial increase in sales, with supermarkets in Italy stocking more than 2,600 product references boasting of their protein content and generating sales upwards of 1.2 billion euros, marking an increase of approximately 8.4 percent within a year. The broader healthy food and beverage market in Italy provides a supportive backdrop for this protein product surge. Post-pandemic recovery and a resurgence in outdoor sports activities boosted categories like sports nutrition and energy drinks. The rise in "rich-in" products, those high in specific nutrients, has played a key role in this growth trajectory. This bracket of products saw a revenue increment of roughly 15 to 20 percent from the previous year, with protein-rich items leading in value sales with a spike of about 6 to 10 percent.

In Italy, consumer awareness about the personal and environmental health risks associated with overconsumption of animal proteins has led to a growing demand for plant-based alternatives. This has been reflected in the performance of plant-based protein products, which saw value sales rise by more than 3 percent. Moreover, Italians are exploring various purchasing alternatives, revealing a strong preference for plant-based products that mimic the flavor of meat. Furthermore, the Italian market for both animal and vegetable-derived proteins is on an upward trajectory, with an expected annual growth rate of around 3 to 4 percent. This market expansion is driven by a heightened consumer focus on protein-rich diets, the advantages of functional foods, and dietary supplements. Employment in the sector manufacturing homogenized and dietetic foods has seen a steady incline, with a sharp rise in the number of employees from around 3,000 to over 5,000 in a span of five years. This signals a dynamic and growing sector responding to increasing consumer emphasis on health and nutrition.

Key Players in the Italian Protein Products Landscape

As we navigate the burgeoning Italian market for protein products, it's crucial to identify the key players that are shaping consumer preferences and driving market trends. This vibrant sector features a mix of local and international firms that are invigorating the industry with a variety of protein-rich offerings. From dairy giants to innovative plant-based startups, let's delve into the main players that are making a mark on Italy's protein scene.

• Granarolo Group is undoubtedly a prominent name in the Italian dairy sector, offering a range of high-protein dairy products tailored to health-conscious consumers. With offerings such as protein-enriched cheeses and wellness milkshakes, Granarolo has positioned itself as a go-to brand for those seeking nutritious dairy options.
• Danone, a well-known global entity, has made significant inroads in the Italian market with its HiPRO brand, offering products like high-protein puddings and yogurts. With a focus on providing tasty yet healthy dairy products, Danone caters to the demands of the modern consumer who is mindful of nutritional content.
• Multipower brings to the table a sports and fitness angle with its protein bars and vegan protein supplements. Targeting gym-goers and athletes, Multipower's product range appeals to those looking for convenient protein sources to support their active lifestyles.
• Bonduelle, although traditionally a player in the vegetable market, has adapted to the protein trend by introducing products like Protein Salads. This move illustrates the company's versatility and responsiveness to the evolving demands of health-focused shoppers.
• Ciaocarb offers Protopasta, a unique product catering to the low-carb, high-protein diet niche. The brand's innovative approach to traditional Italian staple foods resonates well with consumers looking to maintain a balanced diet without sacrificing their love for pasta.
• NÄTOO introduces a fresh plant-based twist with its Protein Tortillas, branching out into the world of high-protein, plant-based convenience foods. NÄTOO's offerings attract those seeking meat alternatives that are both nutritious and flavorful.
• Line@takes on the breakfast segment with its high-protein pancake mix, providing a healthy start to the day for consumers aiming to increase their protein intake with easy-to-prepare options.
• Coati, a charcuterie specialist from Valpolicella, has acknowledged the protein trend by launching its Fette Pro line of baked ham, chicken, and turkey.

Inforamtion

• Number of pages : 30 pages
• Format : Digital and PDF versions
• Last update : 06/07/2023

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