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Summary and extracts
1 Market Overview
1.1 Definition and scope of the study
Cookies are dry sweets usually made of flour, eggs, and sugar. Cookies can be sweet or savory, however, this study focuses on the sweet cookie market, while savory cookies are the subject of another market study. It differs from the market for cakes, pies, and baked goods, but like the latter it offers real product diversity. Sweet cookies are usually eaten for breakfast or as a snack.
The global cookie and cracker market is undergoing considerable expansion, projecting growth from $116.19 billion in 2023 to $162.40 billion in 2030, with a CAGR of 4.9 percent. The Italian food sector is following this upward trend, projecting a 4 percent annual increase for 2022 and 2023, despite the impact of European inflation. In Italy, cookie consumption peaks at breakfast, chosen by about 70 percent of consumers.
Among the market leaders, Barilla stands out for its wide offer, with brands such as Mulino Bianco, Pan di Stelle, and Pavesi. At the same time, supermarket private labels are gaining ground, offering inexpensive alternatives to name-brand products, a crucial aspect in market analysis.
This structure continues to be favored by a long tradition of large Italian manufacturers surviving on strong brand power. For the past few years, however, the market has been undergoing continuous transformations that threaten the position of its major players, such as the development of organic, dietary, and gluten-free product lines and the growth of small producers.
1.2 Global market analysis
The global cookie and cracker market is expected to grow from $***.** billion in **** to $***.** billion in ****, with a compound annual growth rate(***) of *.* percent. The Russia-Ukraine war interrupted the chances of global economic recovery from the COVID-** pandemic, at least in the short term. The war between these two countries has ...
1.3 The Italian cookie market
For **** and ****, forecasts indicate growth in the Italian food market, with rates around * percent annually, although these figures could have changes caused by inflation affecting Europe. Specifically, in Italy, the flour and coffee sectors will achieve the best performance.[***] Performance analysis - growth of (***) compartments Italy, ****, % Sweet Savory The production sector ...
1.4 Analysis of import and export
The Italian cookie sector stands out globally for the high quality of its products. Analyzing trends from **** to **** shows significant growth in exports, with an increase of **.* percent. Imports have also increased, albeit to a lesser extent, by *.* percent over the past five years.
Exports, Imports and Coverage Rate HS Commodity ...
1.5 Impact of the conflict between Russia and Ukraine
The market for bread and its derivatives, has, however, been strongly influenced by the Russian-Ukrainian conflict, which has characterized the elevation of raw materials, used to produce the commodity. Therefore, the average price of bread across Europe was higher by ** percent in August ****compared to August ****. [***]
The outbreak of the Russian-Ukrainian ...
2 Demand analysis
2.1 Overview of demand
Cookie consumption is widespread among** percent of the Italian population, being mainly included in the breakfast menu. Research by Istituto Piepoli showed that despite widespread popularity, the performance of the cookie category has slowed down, mainly due to traditional products, which saw a *.* percent decline in both value and volume. In ...
2.2 Demand drivers
The meal where the largest percentage of cookies are consumed by consumers is breakfast, a time of day when many individuals choose sweet products to start their daily activities. Not all Italians, however, are in the habit of eating breakfast; only ** percent consume it. Those who skip it do so because ...
2.3 Geographical distribution of demand
To visualize the geographical distribution of demand, a map was created with the average monthly expenditure of Italian households on grain products.
The distribution of demand across the territory is extremely interesting. The most significant spending occurs in the Islands, with a value of **.** € current; this is followed by the North ...
2.4 New trends in demand
Healthy solutions
On average, *** grams of cookies contain *.* grams of sugar. Given the concerns that people are arising toward the negative consequences associated with excessive sugar consumption, companies in the cookie market are considering a variety of altermative ingredients to replace sugar. One example is the use of stevia, which is ...
3 Market structure
3.1 Market structure and dynamics
In Italy, the total number of companies operating in the production of rusks , cookies and preserved pastry products amounts to **** (***). As can be seen from the graph below, enterprises active in the sector have been on a positive trend, growing by +**.*% compared to ****.
Enterprises active in the production of rusks, cookies, ...
3.2 Value chain
The value chain and operation of the bakery and confectionery market in Italy are summarized below. Since cookies are part of this larger market, their specific value chain does not differ substantially from that shown below.
3.3 Distribution channels
Distribution channels in the cookie market include supermarkets/hypermarkets, convenience stores, specialty retailers, online retail stores, and other distribution channels. These channels allow manufacturers to reach different consumer segments, offering variety and accessibility to their products.[***]
To visualize the number of active cookie retail businesses in Italy, an analysis of the ...
3.4 Main actors
Among the leading cookie manufacturers, some names stand out for their history, quality and innovation. In Italy, the best-selling products for the market under analysis are supplied by the same multinational group: Barilla. That conglomerate involves a number of subsidiaries specializing in the production of bakery and pastry products, including Mulino ...
4 Supply analysis
4.1 Type of the offer
The Italian cookie market offers the following product categories:
Chocolate cookies; Fruit cookies; Confectionery cookies; Dry cookies; Filled cookies; Breakfast cookies.
To assess the type of supply available in the market, it is necessary to understand the nutritional value of this category of products. The average caloric intake from the consumption ...
4.2 Prices
Soft wheat is the basic raw material for the domestic milling industry, which processes it into flour for cookies, bread and other baked goods. The Italian industry's supply depends on domestic production and international supply.
In **** , soft wheat sowings are expected to be about ***,*** hectares in total, an increase of *.* percent, ...
4.3 New supply trends
In retail areas, it is now possible to find a wide range of offerings for the first meal of the day, including a rich variety of packaged cookies. Such products, offering options ranging from shortbread to whole-grain, from light to lactose-free, are a welcome alternative for breakfasts, snacks and snacks. However, ...
5 Regulations
5.1 Regulatory framework
The following are the most relevant regulations in the field:
Regulation (***) to assess risks related to the food chain. Regulation (***) No. ****/**** aims to ensure that consumers receive clear, understandable and useful information about the food they consume, enhancing their right to proper food information. This regulation imposes specific obligations regarding food ...
6 Positioning of players
6.1 Segmentation
- Barilla Group
- Gentilini
- Ferrero
- Bauli S.p.a.
- Galbusera
- Loacker S.p.A.
- Conad
- Coop Italia
- Carrefour Italia
List of charts presented in this market study
- Global cookie market value
- Exports, Imports and Hedging Rate HS Commodity Code 190531
- Distribution of exports among the top 5 consumer countries
- Breakdown of imports among the top 5 supplier countries
- Consumer price index in packaged confectionery products
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Latest news
Barilla enters the French snack market - 30/08/2024
- Barilla, the world's pasta giant, is entering a new market in France, that of snacks, with Harrys, its French sandwich bread brand, acquired in 2007.
- In France, the group, with sales of 4.7 billion euros, is best known for its pasta products
- In Italy, it is at the head of Mulino Bianco cookies (1.2 billion euros), Italy's leading food brand
- Pasta and sauces account for 60% of sales, and bakery products for 40%.
- 60% of sales are generated outside Italy
- Pasta Group present in over 100 countries
- Sales in France in 2023: 1.7 billion euros.
- Private labels will account for 50% of pasta sales and 40% of sandwich loaf sales in 2023
- 4 Harrys plants, in Châteauroux, Plaine de l'Ain, Vendée and Valenciennes
- The manufacturer's objective is to capture 5% of the French industrial bakery market within three years
- France is the Italian giant's 3rd largest market (15% of sales), after its own country and the United States.
Ferrero, holding company of cookies and foreign companies acquired in the red: Cth closes 2023 with a loss of 364 million - 03/04/2024
- Cth Invest, the holding company for Ferrero's foreign corporate holdings, reported a loss of nearly 364 million in 2023.
- Fox's Burton's Company Group, acquired in 2021, posted a loss of 23.2 million.
- Teseo Capital reported a loss of 12 million euros.
- Since acquiring foreign companies since 2016, in total Ferrero has accumulated losses of 414 million euros.
- The foreign acquisition started in 2015 with Thomtons resulted in expenses of €112 million.
- Despite the losses, Ferrero International ended the year with a margin of €2.2 billion and a profit of more than €752 million.
- The merger that led to the formation of the current Cth Invest was aimed at facilitating access to external financing and financing support, both for refinancing and new acquisitions, as reported in the merger plan between Cth Invest and Cdm International Holding.
- The strategy of diversifying into lower margin segments than chocolate to avoid erosion of earnings from Ferrero's traditional brands led to the acquisition of Delacre, Kelsen, Fox's, and Ferrara Candy candies.
Barilla loses the second round of the cookie war - 02/04/2024
- Start of case: June 2023 - Barilla asks the Court of Brescia to prohibit the sale of nine types of Tedesco and Sapori Artigianali cookies on the grounds of excessive similarity with its own products.
- First degree of judgment: February 2024 - The court partially grants Barilla's requests, prohibiting the sale of certain products and the use of certain packaging due to their similarity to Mulino Bianco's products and packaging.
- Second level of judgment: March 18, 2024 - The Brescia Court dismisses Barilla's complaint and accepts the claims of Tedesco and Sapori Artigianali.
- Arguments in favor of setting aside 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 challenge: Despite the 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 proceedings: The court rejects Barilla's requested urgency 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 a crowded market. It also shows the legal and commercial challenges of protecting these aspects in competitive environments.
Barilla launches "Accordions": six years of research for the perfect dipping brioche - 26/03/2024
- Research and development period: 6 years, starting in 2018.
- Production site: Melfi, Basilicata.
- Investment: More than 30 million euros over the last three 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 contain -35% sugar compared to the average of the best-selling snacks.
- Calorie content: 120 kcal/piece.
- Factory production capacity: Maximum capacity 83,000 tons/year.
- Number of employees in Melfi: Over 350.
- Quality controls: Over 5,000 checks on finished products and 200 on raw materials per day.
- Environmental savings over the last 10 years: 40% water savings and 27% reduction in CO2 emissions.
- Total number of Mulino Bianco references: Over 130, including cookies, snacks and breads.
- Italian dippingpreference: 6 out of 10 Italians like to dip snacks or cookies for breakfast.
- Ingredients: No colorants, preservatives or palm oil. Contains 4% fiber.
- Plant size: 202,000 m^2.
BISCOTTI GENTILINI CHOOSES B2X FOR THE IMPLEMENTATION OF THE NEW ECOMMERCE - 19/03/2024
- Digital Innovation: Launch of a new online store developed in collaboration with b2x, called "The Omnichallenge Company." This store is distinguished by being a single portal combining the institutional website, online shop and recipes.
- Internationalization Strategy: The introduction of eCommerce is seen as a crucial element to support Biscotti Gentilini's internationalization needs.
- User Experience: Strong emphasis on providing an immersive shopping experience to allow users to learn in-depth about the brand and intuitively guide all purchase steps.
- Technology and Personalization: Use of b.com and evolved Business Intelligence (bi.te) technology platforms managed by b2x to improve UX (User Experience) and UI (User Interface), and to optimize the browsing experience.
- Multi-Channel and Integration: The biscottigentilini.it website uses the b.com multichannel cloud platform to manage front-end, integrations with enterprise platforms, online sales processes and delivery.
- Data-Based Approach: Importance given to the use of data, through the bi.te platform, to understand and interpret consumer needs. The platform is capable of capturing data from heterogeneous sources and optimizing it for eCommerce analysis and decision support.
The partnership between Bauli and Tonitto 1939 is born: new ice creams with panettone, pandoro and apricot croissant flavors arrive - 13/03/2024
- Partnership: Bauli and Tonitto 1939 have signed a partnership that will bring novelties to the frozen sector in 2024.
- Innovative Products: From the collaboration come ice creams flavored with panettone, pandoro and apricot croissants, presented in a modern carton pack.
- Segment Growth: The ice cream category registers +11.9 percent year-on-year growth in 2023, making it one of the most dynamic in FMCG.
- Tonitto 1939 Business Growth: Tonitto 1939 reports +93% growth over the past four years, becoming the fastest-growing ice cream company in Italy and the first to receive recognition as a Historic Brand of National Interest from the Ministry of Economic Development.
- Branding Strategies: Both companies aim to expand their brands into new food sectors by implementing strategies to create value through the introduction of established brands into new product categories.
- Executives' Appreciation: Executives from both companies express optimism and satisfaction with the partnership, highlighting their intention to expand their brands and the creation of products that combine quality and Italian tradition.
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