Despite the crisis generated by the Covid-19 pandemic, Grana Padano PDO is confirmed as the most consumed PDO product in the world and continues to grow (estimated 2020 production: +2%). The lower consumption in the Ho. Re. Ca. sector has been offset by the sales growth in the mass market retail, both in Italy and abroad – especially in the EU.
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From January to November 2020, in fact, consumption of Grana Padano PDO grew by +3.7%. In the retail sector, Italy reacted well with an increase of +7.1%. Germany is confirmed as the top importing market (exports share: 27%) – with a +7% increase in retail consumption compared to 2019. Also in Switzerland (+8%), Belgium (+6%), and France (+5%) Grana Padano PDO performed well.
THE SECRET WEAPONS OF ITALY’S MOST CONSUMED PDO PRODUCT
“Our product has not yet been damaged by the crisis because, according to some recent researches, it is perceived by consumers as one of the most reassuring ones” – says Renato Zaghini, president of the Consortium for the protection of Grana Padano PDO. “However, the difficulties due to the forced closure of restaurants have forced us to revise our plans. We must be very cautious for the future because it is impossible to predict consumers’ behavior in the first months of 2021” – says Zaghini.
GRANA PADANO PDO IS READY FOR THE POST-PANDEMIC
The Consortium is trying to prepare for the post-pandemic, so that dairies are immediately ready to intercept the restart expected for the Ho. Re. Ca. sector. “We are defining the promotional and advertising budget, as well as the new product and communication strategies” – Zaghini says. “We are convinced that hard work and the guarantee of the highest quality and genuineness of our product, together with the trust that consumers are showing us, will lead towards a future full of satisfaction.”
