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Summary and extracts
1 Market Overview
1.1 Definition and presentation
The term aperitif cookies refers to all those dry salty, semi-salty products that are eaten during aperitif time. The main categories of this food are: semi-salted cookies, chips, crackers, breadsticks and others.
The global market for snacks, i.e., snacks, is growing a lot especially in recent years. Between 2023 and 2028, the market's compound annual growth rate (CAGR) is expected to be 6.72%. The cookies (sweet, savory) and crackers segment has the largest share of revenue globally. The main countries generating the highest revenues are the United States, Japan, India, and China.
Italy ranks 12th globally in terms of revenues generated. For the forecast period 2023-2028, the market is expected to grow at an annual CAGR of 1.89% with per capita revenues of €66.70 generated in 2022. In Italy, the aperitivo also called happy hour is considered a real tradition in the country. 75% of Italians go out for aperitivo at least once a month. The average price of an aperitivo in 2019 was €7.10/kg (+0.44% from the previous year). The types of food that are consumed during the aperitivo vary from region to region: in northern Italy bruschetta and crackers are preferred, in central Italy the most consumed product is breadsticks, while in the south taralli are preferred.
One of the main trends within the market is to create healthier products. Most of these foods contain large amounts of saturated fats and preservatives, so many companies are increasingly developing lighter product lines. A second major trend within the market is also to create products with packaging that contains less plastic or single-serving but is more sustainable.
1.2 A growing global market
To understand the aperitif cookie market, we need to look at the larger snack market. The graph below shows the revenues in the snack market, which amounted to US$*** billion in ****. The market is expected to grow every year at a CAGR of *.**% during the forecast period ****-****.
Snack market revenues Italy, ...
1.3 Geographic and key player analysis
The following chart allows us to look at the main countries with the highest revenues. There are four main countries: the United States, Japan, India and China. Italy ranks twelfth in the world classic for revenues from the cookies and crackers segment.
Main countries by revenue World, ****, in billions of dollars Source: ...
1.4 The Italian market
Revenues in the cookies and crackers market amount to *.** billion in ****. The market is expected to grow annually with a CAGR of *.**% for the forecast period ****-****. In ****, revenues observed the highest growth, or **.*% over the entire analysis period. In addition, in relation to the total population data, per capita revenues ...
1.5 A trade balance in surplus
The following graphs show the development of imports and exports of the most coveted category of:
Bakery, pastry or biscuit products, including those with added cocoa; wafers, empty capsules of the kinds used for medicines, sealing wafers, dried sheet pastries of flour, starch or starch and similar products.
This category includes ...
2 Demand analysis
2.1 Demand characteristics
Italian population and consumer characteristics
In ****, the Italian population amounted to just over ** million individuals. The population is mainly distributed more in northern Italy and the South. This figure will remain unchanged throughout the forecast period until ****.
Italian resident population by geographic distribution Italy, ****-****, in millions of individuals Source: ****
Il ...
2.1 Determinants of demand
Change in consumption habits
With the return to normalcy in the post-pandemic period, there is a real deconstruction of main meals with the consequent increase in new products designed specifically for this purpose. This is a trend whereby consumers would increasingly resort to snacks (***) outside of main meals. Specifically, In ****, salty ...
3 Market structure
3.1 Market structure
The market for cookies and more generally for appetizer snacks is highly segmented and characterized by the presence of numerous players. Gluten-free, sugar-free, multigrain, wheat, etc. products can be found. They are distributed in different channels: supermarkets, hypermarkets, convenience stores, retail (***) and even vending machines.
In Italy, the total number of ...
3.2 Value chain
The value chain and operation of the market for cookies and baked goods in Italy are summarized as follows. Since aperitif cookies and related products (***) are part of this broader market, their specific value chain does not differ substantially from that shown below.
3.3 Distribution channels
Savory cookies, crackers, and other snacks can be distributed through different channels: supermarkets, hypermarkets, convenience stores, retail (***), and even through vending machines or vending machines. In particular, convenience of purchase and easy accessibility are attracting consumers to buy from the convenience store. The supermarket is seeing significant growth due to discounted ...
4 Supply analysis
4.1 Supply analysis
Cookies along with crackers, chips are among the most popular snacks worldwide. They are usually made from flour, sugar, cheese, butter, eggs, yeast and other components. They come in a variety of shapes and sizes and can be salty or sweet. For example, they can be high in dietary fiber (***). Altroconsumo ...
4.2 The prices
The price of cookies and other even baked goods depends on a number of elements. Since they are mainly baked using cereals (***), it is worth expecting a correlation between the change in the prices of cookies and other products and that of the price of the previously mentioned ingredients.
The graph ...
4.3 Supply trends
During the past decades, the food processing industry has undergone a series of revolutions and technological upgrades, especially related to automation and safety devices. Therefore, in the cookie production process, people are mainly called upon to supervise the machines, and they have a special role in sanitizing all mechanical supports. In ...
5 Regulations
5.1 Regulatory framework
Food information
it is important to talk about the regulation on the origins and sources of ingredients. Regulation (***) No. ****/**** states that, within the business structure, the operator in charge of consumer information about the food must indicate the country of origin or place of origin of the primary ingredient used in ...
6 Positioning of actors
6.1 Segmentation
Source: ****
- Mondelez Italie
- Conad
- Coop Italia
- Carrefour Property Italia S.p.a
- Grissin Bon
- Barilla Group
- San Carlo
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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.
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.
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 euros in 2023, up 6.5%, including 630 million euros in France.
- Volumes down 3% in 2023 across the French perimeter.
- Stronger advertising and promotional support for its Barilla and Harrys brands, in the face of private labels which now exceed 50% by volume for pasta and 40% for sandwich loaves.
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 more than 11%.
- Barilla sales in France: 630 million euros (+7%), but volumes down 3%.
BARILLA CUTS PRICES BY 7 TO 13 PERCENT - 16/01/2024
Price reduction by Barilla: 7% to 13%.
- Products concerned: Spaghetti n° 5, most of the pasta assortment, Mulino Bianco products (cookies, snacks, rusks, breads) and certain Pavesi products (such as Gocciole)
- Promotion duration: until December 31, 2024
- Justification: extraordinary operation to reduce transfer prices to direct customers and distributors, by lowering contract prices for a large number of products
- Other Barilla strategic initiatives: investments along its supply chains, in production sites, focus on research and development of new technologies, innovation with the launch of new products, communication campaigns, ongoing collaboration with partners operating in the distribution sector
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