On its 25th anniversary, the Consortium for the Protection of Mortadella Bologna PGI has unveiled the findings of four strategic studies aimed at shaping the future of this iconic Italian specialty. Presented to industry members at Palazzo d’Accursio in Bologna, the research offers a comprehensive analysis of market performance, consumer habits, and the intrinsic value of the PGI certification in both domestic and international scenarios.
Strategic insights for international growth
The research, conducted by Circana, EngageMinds HUB, Demoskopea, and Adacta International research firms, highlights the robust competitive edge held by Mortadella Bologna PGI. Data indicates that the certified product outperforms non-labeled alternatives, showcasing significant growth potential within the deli counter segment. For international buyers and importers, this is a unique opportunity to tap into a product that guarantees authenticity, stringent quality controls, and a growing consumer preference for protected Geographical Indications.
Defining the premium future
A key focus of the anniversary event was the segmentation of the PGI denomination. The studies suggest that by elevating the product through premium positioning, companies can better address the evolving expectations of global consumers. Guido Veroni, President of the Consortium, emphasized the importance of this milestone: “Our goal for the next quarter-century is to transform the widespread awareness of our product into a deeper preference, reaching new audiences and reinforcing its status as a must-have in the premium retail sector.”
Innovation and traditional roots
Beyond sales data, the research delved into the sensory experience and the cultural significance of the product. The Consortium continues to bridge the gap between tradition and modern dietary science, promoting the nutritional benefits of this high-protein, balanced charcuterie staple. As the Consortium for the Protection of Mortadella Bologna PGI moves forward, its roadmap includes enhanced digital communication, development of the Horeca channel, and targeted efforts to support the entire supply chain, ensuring that the legacy of this specialty remains a beacon of Italian excellence worldwide.