The market for pre-sliced Prosciutto Toscano PDO continued its upward trajectory in 2024, consolidating its status as the preferred choice among consumers. Data from the product’s Consortium indicate a 17.6% rise in sliced prosciutto volumes compared to 2023, with sales of pre-packaged trays reaching nearly three million—a year-on-year increase of 12.4%.
The trend underscores a broader consumer shift towards convenience and waste reduction. Vacuum-sealed trays offer greater longevity than deli-counter cuts, though the latter remain a staple for those who favor freshly sliced Prosciutto Toscano PDO.
Despite the positive sales momentum, the broader market landscape remains challenging. The Consortium, which represents 19 producers, cites rising raw material costs, exacerbated by the spread of African swine fever in Italy, as a key concern. President Fabio Viani also points to higher energy prices, which have weighed on overall production, leading to a modest decline in output.
STEADY EXPORTS, GERMANY LEADS EU GROWTH
Exports held steady in 2024, accounting for approximately 11% of total production. The Consortium has intensified its overseas promotional efforts, notably through its participation in the GUSTO project, aimed at boosting awareness and market penetration in Italy and Germany. Within the EU, Germany remains the strongest market, with significant growth in demand for pre-sliced prosciutto. Beyond Europe, the United States and Canada continue to be the primary destinations for Prosciutto Toscano PDO exports.
“We will maintain our promotional efforts,” says Viani, highlighting the importance of industry events such as TuttoFood Milano in May. “Quality remains our priority. By reinforcing both protection and promotion, we can expand our consumer base and deepen appreciation for our product in Italy and abroad.”