On one side, there are recipes that are certified and have few ingredients and on the other, there are gourmet products. This is the wave of macro trends that the Italian sector of ready-made sauces is riding. Pesto is winning, with its varieties that include with or without garlic or vegan, along with tomato-based sauces made from select varieties of tomatoes such as datterini, cherry tomatoes and PDO and PGI regional varieties (San Marzano of Agro Sarnese Nocerino PDO, tomatoes from Pachino PGI). The sauce market is in strong expansion both in Europe, as well as in countries outside of Europe such as Asia and the United States.
MAJOR MARKETS FOR SAUCES
Europe represents the most important and established market. The bestselling products are pestos, as they represent the quintessential ingredient for a delicious Italian dish, while interest in sauces and gourmet paté is on the rise. The freshly made products opened by Rana a few years ago is also seeing a rise in popularity. Formec Biffi has updated their Biffi Fresco line: “Aside from Pesto, which is our flagship product,” asserts the company, “we are finding wide spread acceptance of our four tomato-based, freshly made sauces: Arrabbiata, Napoletana, Puttanesca and Pomodoro&Marscarpone. We are also working on a new line for the American market based on the three most popular varieties: Alfredo, Marinara and Pesto in various formats (200g – 400g – 700g).”
ITALIAN PRIVATE LABEL: LA DORIA…
La Doria Group recently launched a line of free-from pestos (Basil Pesto and Red Pesto): “The products have seen significant success during their first year of sales,” Diodato Ferraioli, Export and Business Development Manager for La Doria told us. “Cheese in these products is substituted with tofu, which gives it a similar creaminess. The product has caught the eye of buyers within the category as it nails two trends that are very important at the moment in the UK, and more generally, in western countries, being vegan or at least dairy free. As we are speaking about private labels, no large promotional campaigns were carried out, yet the difference in price and its position in a specific Free From section have driven sales.”
… AND VALBONA
During the last two years, Valbona has successfully launched two organic private label pestos; basil pesto and red pesto. They are obtaining excellent results both in terms of sales as well as in terms of customer satisfaction. “The pestos are certainly the most successful products on international markets,” Valbona commented. “The Italianness of products continues to motivate purchases. Not only for end consumers but also for the distributors who choose Italian products and communicate their added value. Organic options play a fundamental role and continue to grow both in terms of volume as well as in terms of a merchandise category. Buyers understand and recognize that organic products provide a guarantee of quality, intended both in the sense of wholesomeness as well as in compliance of regulations which protect our health. The package must aim to be recyclable, sustainable and have a low environmental impact.”
ENTHUSIASM FOR ‘NDUJA IN THE UK
According to Saclà, authenticity and ‘foodiness’ are on the rise in the UK as people are placing much more importance on where their food comes from. The best product of the year, according to Saclà, is the N’Douja Pesto: “‘Nduja has massively grown in the UK and around the world, with interest spiking over the last couple of years. Although its popularity has increased in restaurants and within the foodie market, it is still very challenging to find without having to go to a deli, or by ordering it online. With ‘Nduja Pesto, consumers now have access to the authentic taste of ‘Nduja sausage simply by going to their local supermarket. The delicious sausage is a spicy version of Italian salami, which is made with selected cuts of pork and combined with fiery red Calabrian chilies and salt. It’s then smoked and shaped into a giant sausage, with the flavour maturing over time and turning into a spreadable paste.”
THE BOOM OF MEAL KITS
Finally, there is a trend towards quicker and simpler meals. This means that Italian food has a stronger hold with younger consumers. “In our main market, the UK, the major trends at the moment include vegan, free from and cooking from scratch,” states Ferraioli. “In order to ride this latest trend, various companies are offering up ‘meal kits’, which are a collection of three or more ingredients, put together so that the consumer can prepare a specific meal with just the kit. Ready-made sauces for pizza and lasagna that retailers are including in their individual kits are seeing fairly good success at the moment. Lastly, we’ve registered during the last year, a high regard for sustainable packaging that views glass as being extremely advantageous compared to flexible plastic packaging. This in fact was something that some companies within the ready-made sauce sector already foresaw several years ago.”
