Barilla Group has revealed ambitious plans for the Spanish market by 2020. The Italian group also expects the country, where Barilla volume sales in Spain reached 8,000 tonnes of product last year, which is a 10% increase compared to 2014, to become a key European market for the brand. This is true that the success has been a mix of the right investments and a comprehensive strategy implemented since 2015.
THE WAY TO KEEP AHEAD OF THE COMPETITON – Today, Barilla Spain’s main objective is to bring added value to the pasta category in the country. How? The answer is very easy, as pointed out by the Italian pasta maker’s spokesman: to help Spanish consumers discover the quality, flavor, and unique characteristics of Italian pasta. Indeed, the company’s figures indicate that, in Spain, pasta is a product with a very high market penetration (97%) and a compound annual growth rate of 2% from 2011 to 2015. However, about 70% of the market is covered by private labels and 22% by the Gallo company. The battle is going to be difficult. However, Barilla seems to benefit from one important advantage, that is to say that, regarding processed pasta sauces, the market is small and with a low penetration of 20%, according to official data. There is a lot to do.
