In the first nine months of 2024, sales of Mortadella Bologna reached 25,5 million kg, recording an increase of 1,2% compared to the same period in 2023. Sales of sliced products in trays grew by 3,8%, showing a growing interest in the convenience of the format.
Exports represent 22,2% of the total, with a growth of 5,2%. Among foreign markets, the United Kingdom recorded the highest increase (+10,5%), followed by Spain (+7,6%) and France (+6,1%). In these countries, the Italian Consortium for the Protection of Mortadella Bologna has launched promotional and communication campaigns aimed at opinion leaders and end consumers. In France, for example, the “Deli Meat” project is underway, which includes public relations, advertising and promotion activities in the Ho.Re.Ca. channel.
The president of the Consortium, Guido Veroni, noted that these results confirm stable growth, indicating that Mortadella Bologna maintains a positive and resistant perception in the face of external changes. Despite the evolution of consumption habits of Italian families, the product continues to register interest and an increase in purchase occasions.
In Italy, the main sales channel for Mortadella Bologna is large-scale retail trade (GDO), which holds a share of 55,1%, followed by Normal Trade (27,1%) and discount stores (17,7%).
These data are part of the project “DELI MEAT Delicious Moments European Authentic Taste”, co-financed by the European Union and addressed to Italy and France. The promotional campaign aims to enhance the excellence of Italian PDO and PGI food products, such as Mortadella Bologna PGI, Salamini Italiani alla Cacciatora PDO, Zampone Modena PGI and Cotechino Modena PGI, to promote the knowledge and consumption of these products in the target markets.
