The honey market - Italy

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 ...

2.1 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 ...

3.1 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 ...

4.1 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 ...

5.1 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, ...

6.1 Segmentation

• PIEMONTE MIELE
• Hero Italia
• Ambrosoli
• Apicoltura Piana
• Rigoni di Asiago
• Adi Apicoltura