Mozzarella di Bufala Campana PDO Consortium targets Millennials

At Cibus 2022, Nomisma research firm's report on the latest market trends was presented. The United Arab Emirates are an increasingly interesting export market
Mozzarella di Bufala Campana PDO Consortium targets Millennials

The data about the Mozzarella di Bufala Campana PDO supply chain emerging from the market study carried out by Nomisma on behalf of the protection Consortium is positive. The report was presented at Cibus 2022, together with a preview of the advertising campaign which will start in June.

The growth in production of Mozzarella di Bufala Campana PDO is confirmed, exceeding 54 million kg in 2021 with an increase of +7% compared to 2020. In the same period, the overall growth of the entire Italian PDO cheese sector was +0.3% (source: Nomisma elaborations on Clal data).

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Exports, which now account for more than 35% of total sales, have shown a positive trend in 2021, especially in European markets such as France, Germany, and the UK, which together now account for more than 60% of total exports. “Even more interesting are the prospects for growth – said Head of Nomisma’s Agribusiness Denis Pantiniin new outlet markets such as the United Arab Emirates which, on the back of the Dubai Expo, are a new commercial opportunity for 28% of dairies, on which to invest in the coming years.”


The challenge now is to keep on growing in a complex economic situation,” said Domenico Raimondo, President of the Consortium. How? By winning over the Millennials, who are increasingly attentive to the issues of sustainability and traceability of the supply chain. In Italy, there are about 11 million of them and they are always looking for quality. In this case, the PDO certification is a big driver of choice.


The new advertising campaign of the Consortium will begin in June. The goal is to start from the traditional values of this product and channel them into the language of younger consumers.

We realized that Mozzarella di Bufala Campana PDO is a traditional product, but, at the same time, in step with the times – says Silvia Mandara, Vice President of the Consortiumas it contains all the features that Millennials care about. Starting from the high quality due to the product specifications of the raw material.”

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