On international markets cooked ham is often considered a commodity instead of a specialty. This is why the great challenge for Italian companies is communicating their products’ quality pluses and relying on distinctive proposals.
From this point of view, there are also new launches in the snacking area, aimed at the young target, as well as wellness proposals. Meanwhile, the impact of Covid-19 has inevitably slowed sales growth. In the first six months of 2020, the decline in exports was -11.5% in volume, equal to 8,341 tons. But this was offset by a +2.3% increase in turnover, amounting to 68.1 million euros.
ITALIAN COOKED HAM IN THE EU MARKET
Considering the European market alone, in the same period exports increased by +7.8% in value (55.1 million euros). Exports to Spain were particularly good (+20.7%, equal to 3.2 million euros), as well as Poland (+17.5%), and Belgium (+26.7%). The German market, despite a -0.9% drop in volume, grew by +14.9% in value.
Exports of Italian cooked ham to non-EU countries, on the other hand, slowed down significantly marking an overall drop in sales of -24.4% in volume and -15.7% in value, for 13 million euros. Also as a result of logistic problems fueled by the global pandemic, the trend was particularly negative in Canada (-66.2%, equivalent to 520 thousand euros), Japan (-54.3%), and the United States (-33.7%).