In the retail sector, sales of gluten free foods posted an impressive compound annual growth rate of 57% over the five-year period ended in 2015, when market sales reached Eur 237 million, according to market research Euromonitor International in the latest released report about gluten free foods. Italian retailers have embraced the gluten-free trend by stocking more gluten-free items, featuring them in store, and launching their own private label brands. In addition, retail chains have been courting the gluten-free consumer with a variety of festivals and events.
Pasta accounts for around a third of gluten-free sales in Italy and is the fastest-growing segment in the category. Local pasta giant Barilla is among those with gluten free lines available in Italy. And the 30% of gluten-free food is sold through the modern retail channel: other outlets, including pharmacies, account for the majority of the market. However, the category is growing rapidly in grocery stores, with sales in supermarkets up 15% last year – and up 30% in discount stores.
“Despite the challenges faced by pasta manufacturers, opportunities for growth remain – comments Jack Skelly, analyst at Euromonitor International –. Those challenges concern the spectre of sclerotic sales growth which looms in core markets, and the difficulty of convincing people to choose pasta instead of noodles and rice in peripheral markets. Companies might need to split their priorities by region, and look for value sales growth in saturated markets, whilst making long-term commitments in those countries where pasta is more of a novelty, particularly in Asia Pacific, as well as in the Middle East and Africa. In mature markets, it is important to ride the health trend and target fast growing categories such as high fibre, organic and gluten free pasta. Licencing and new technologies can also offer opportunities of innovation and growth”.
