What are the main trends you're observing in the red canned food segment within large-scale retail trade?
At Le Conserve della Nonna, we're seeing a clear shift in the segment toward products that combine quality ingredients, certified Italian origin, and supply chain transparency. Today's consumers seek authenticity, simple ingredients, recognizable recipes, and a strong connection to the local area. At the same time, there's growing attention to service content and products with more balanced nutritional profiles (no added sugar, less salt, clean labels). We're also seeing a progressive polarization between entry-level and premium products: in this context, distinctive value becomes crucial.
How is the consumption of sauces, purées, and ready-made sauces evolving in terms of volume, purchase frequency, and seasonality?
Purées remain a highly popular product, purchased regularly throughout the year. Ready-made sauces continue to grow thanks to the demand for convenience, especially among smaller households and younger consumers. Seasonality is less pronounced than in the past: while production is concentrated in the summer months, consumption is now deseasonalized. We're seeing a greater focus on quality and versatility, with constant shelf rotation.
Have inflation and the macroeconomic context affected purchasing behavior and shopping cart composition?
The macroeconomic context has certainly influenced purchasing decisions. Consumers today are highly price-conscious, but they don't compromise on quality when they perceive real value. We've observed increased brand comparisons, attention to promotions, and a search for reliable and reassuring products. Tomato puree remains a key item in Italians' shopping carts, where attention to price and promotions are very important. When it comes to sauces, however, brand loyalty, taste, and labeling are more important.
How has your product range evolved in recent years? What directions/trends are you focusing on?
In recent years, we've expanded our range along three main lines: enhancing the local supply chain, with products made with tomatoes grown in specific areas and digital traceability, like our Passata di Pomodoro Lungo (long tomato puree). Healthy and natural, with products without added salt and recipes with increasingly simple ingredient lists. Specialties and traditional recipes, offering a distinctive alternative to standard category products, like our line of pestos and pasta sauces. The goal is to combine tradition and innovation, while remaining consistent with our identity.
Where do you see the main growth opportunities for the sector in the coming years?
The main opportunities are the premiumization of the segment, with a focus on certified origin and quality, innovation in sustainable packaging, the development of smaller and more practical formats suited to new consumption styles, and greater valorization of the Italian supply chain as a competitive force in foreign markets. We believe that value is built on differentiation, not on competition based solely on price.
What is the main origin of the tomatoes you use? How do you ensure traceability and quality throughout the supply chain?
We use only tomatoes grown in Emilia-Romagna. We guarantee traceability through checks along the entire supply chain, direct agreements with farmers, and digital systems that allow consumers to know the product's origin. Processing takes place quickly after harvest to preserve freshness and organoleptic characteristics.
What actions have you taken to preserve the connection with the territory?
Our connection to the local area is an integral part of our positioning. We operate through a controlled Italian supply chain, promoting local produce, collaborating with local farmers, and processing in local factories. Our communications reflect this journey, focusing on the tomato and its growers.
What is your competitive positioning in the sector and what levers do you consider essential for enhancing the brand on the shelf?
We position ourselves in the mid-to-high end of the market, with a product offering focused on quality and distinctiveness. Our key strengths are clear and verifiable Italian origin, tasty, authentic, and clean recipes with a short ingredient list, recognizable glass packaging with our signature red and white checkered pattern, which evokes a world of carefully crafted goodness, and consistent brand storytelling. On the shelf, a clear message and visual consistency are key elements in differentiating us in a very crowded market.
How do you address the issue of environmental sustainability in the red canned food supply chain today?
We address the issue in a structured way throughout the entire supply chain: optimizing production processes, reducing waste, managing water resources responsibly, partnering with suppliers who meet high environmental standards, and using glass for our packaging. Sustainability is a constantly evolving process, not a static goal.
Have you introduced sustainable packaging or initiatives to reduce the environmental impact of production?
We favor glass, a recyclable material consistent with the product's premium positioning. We are working on reducing the weight of secondary packaging, improving the energy efficiency of our plants, and optimizing logistics to reduce emissions.
What are the main critical issues the sector faces today?
The main critical issues include rising energy and raw material costs, climate volatility affecting agricultural yields, competitive pressure from private labels, and the need for ongoing investment in sustainability and innovation. In this scenario, the ability to manage the supply chain and build trust with consumers represents the true competitive advantage.
