In 2023, the Grana Padano PDO cheese once again affirmed its dominance as the foremost globally consumed Protected Designation of Origin (PDO) product. According to estimates from the Italian cheese’s Protection Consortium, sales witnessed an uptick of +4% last year, accompanied by a +5% surge in exports, propelled chiefly by a substantial spike in grated product sales. This success owes in part to an ambitious promotional campaign, boasting a budget surpassing 40 million euros.
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GRANA PADANO PDO IN FIGURES
Stefano Berni, the Consortium’s General Director, reports that as of last October, consumption in Italy experienced an uptrend of +1.7%, solidifying leadership in both retail trade and overall market share. Notably, the Horeca channel witnessed a further surge, exceeding +14% in volume and +22% in value.
EXPORT ASCENSION
The unmistakable indicator of export growth manifests in the conquest of markets such as Spain and Sweden, as underscored by Berni. Significantly, the Consortium takes pride in fortifying a consistent export stronghold, with Germany singularly commanding a 25% share of total exports. Positive signals for the near future emanate from the Far East markets, where the Consortium’s strategic investments in China are beginning to bear fruit, as an escalating appreciation is discernible in Japan, Korea, and Vietnam.
BUDGETARY STRATEGY
The Consortium’s green light for a new budget signals an investment surge of over three million euros in 2024. The allocation for trade and consumer channels will scale to 43.3 million, with an earmarked 21 million slated for exports. This translates into a +40% growth in investments over a five-year horizon.
Marketing prowess is set to take center stage in the Consortium’s strategic blueprint, aiming not only to fortify Grana Padano PDO’s leadership in Italy but also to intensify its footprint in nascent foreign markets. The plan encompasses promoting product innovation for enhanced consumer resonance, elevating product quality to augment brand valorization, and ensuring the comprehensive protection of the entire production chain.
