Private Label products constitute a very small share, 3%, of the Sweet Spreads category in Italy, which accounts for almost half of the Syrups & Spreads market. While there are two dominant brands in this category the remainder of the market is fragmented and could easily be targeted by Private Label brands. Marketers of these smaller brand products should be aware of this and focus on providing differentiated products to reduce the threat from this potential competition.

Although the Syrups & Spreads market in Italy is fragmented in terms of the number of retailers operating across the country, just five retailers account for more than two-third of the Syrups & Spreads market distribution by volume. This indicates medium-to-high bargaining power for retailers with product manufacturers. Distribution strategies and supply chain decisions need to be centred round these key insights while the market remains fragmented.

Not only do a large proportion of Italian consumers, in certain categories at least, highlight that specific consumer trends have an influence on their consumption, this translates into a significant proportion of actual value being directly influenced as well. Consumers are therefore acting on these trends enough to ensure that targeting them, in the right categories, is essential to success.

Report Scope

Consumer survey data for the following specific categories: Jams, Jellies & Preserves, Molasses, Savory Spreads, Sweet Spreads and Syrups.

Detailed consumer segmentation based on survey data covering over 26 consumer groups, 20 consumer trends and consumption frequency for each product category.

Volume shares in 2011 for brands and private label sales tracked by the survey.

Unique retailer choice and switching data as tracked by the survey are provided at the product category level for 2011.

Click for Report details:Consumer Trends in the Syrups & Spreads Market in Italy, 2011