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Class Editori News

China is the leading market for Italian food with 71 billion euros

November 21, 2019


Abstract : According to the Deloitte Monitor, after China the greatest spread for Italian food is in the United States (69 billion) but the Asia Pacific region remains the area of the world with the greatest potential.

MILAN, Nov. 20 (Class Editori) - The cuisine with the greatest potential for growth abroad is the Italian one, while the USA and China are the top markets for turnover. According to the Italian Cuisine Market Monitor released yesterday by Deloitte not only shows how food is the undisputed protagonist in retail and social media, but globally moves a turnover of 2.563 billion euros in 2018 of which 46% realized in the Asia Pacific area.

The East, in particular, drives the growth of the sector with an increase of 4.1% before North America (+2%) and Europe (+1.2%), and the Eldorado for Italian gastronomy is confirmed. According to the Deloitte survey, the turnover of Italian cuisine in the world in 2018 amounted to 229 billion euros, up 10.6% but only 39 billion were made within national borders, making Italy the third largest market after China and the United States.

China, with 71 billion euros, is the first market for value in the total Italian catering sector, with a penetration of 15.8%.

To follow the United States, in which the penetration rate is 35.7%, and the total turnover is 69 billion euros. India and Brazil also show a high diffusion of the Italian cuisine (24.9% and 28.2% respectively). In Europe, on the other hand, the main landing markets are the United Kingdom, Spain and France, where the Italian restaurants weigh between 4 and 3 billion euros.

In terms of the potential of Italian cuisine, 50% of the sample sees Italy in first place as gastronomy with the best prospects, followed by Japan (40%) and finally France, which collects 13% of preferences.

"Our research confirms that Italian cuisine has the greatest potential for growth abroad," said Tommaso Nastasi, partner of Deloitte. "Factors such as the quality of the raw materials used, but also the spread of slow food habits and products meet the ever increasing attention to health that characterizes today's consumer".

The analysis that offers an overview of sizing, market share and positioning, globally shows how the full-service restaurant is still the main sales channel, with a market share of 50%, even if it has a lower growth rate compared to forms of distribution such as "street stalls" (street food, +3.7%) and "limited-service restaurants" (+2.8%) as fast food can be. The top ten countries by market size represent 77% of the value of full-service catering, driven by China and India.

In particular, the monitor bets on the development of foodservice that will continue in the 2018-2022 period, albeit at a slightly more moderate pace (+2.4%), generated largely by the performance of Asia Pacific (+2.7%) and of the rest of the world (+3.8%).

"The expansion of the foodservice market is favored by purchasing habits in the various geographical areas," added Nastasi. "The consumption of meals outside the home is widespread in Asia Pacific thanks to the convenient offers of street stalls, which are confirmed as the most performing channel in the region. The positive trend in North America is conditioned by the tastes of consumers, who choose the "out of home" meal considering the different national cuisines, even more than factors such as quality, price or location. In countries like Italy, on the other hand, conviviality remains the main motivation behind eating out".

The main reference market for the full-service restaurant remains Asia Pacific, but faster growth is expected in Europe (+1.1%) compared to North America (+0.5%).

Quality and sustainability remain key assets in the food & beverage sector, while the restaurant remains the place of experience, where the pleasure of cooking is combined with entertainment. Alongside more exclusive solutions, the grocerant format is taking shape, a hybrid between supermarket and restaurant, which attracts the interest of consumers attentive to the convenience and accessibility of the offer.

The willingness of the consumer to make informed choices is confirmed, supported in many cases by numerous delivery options, so the main form remains the Platform-to-Consumer Delivery. It is estimated that the food delivery market will amount to over 95 billion in 2019 (+17.5%), confirming its fundamental service for restaurants and supermarkets. (All rights reserved)

(Source:Class Editori)

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