Bread derivatives represent an important category for the assortments of large-scale Italian distribution because they are the expression of a centuries-old culture, the Italian gastronomic one, which sees the bread at the center of our eating habits. Wheat has always been fundamental to Italian culture and beyond (think of Arab culture which, like ours, revolves its eating habits around bread and its derivatives).
Italy, much more than any other culture in the world, is a representation of variety and vastness thanks to its extraordinary regionalisms, and these find very fertile ground in bread derivatives.
And if crackers and breadsticks are the forerunners of these, then translated into national habits especially thanks to catering, today piadinas and taralli confirm this tradition which from regional is definitively transformed into national.
The numbers speak for themselves: what are called bread-derived specialties, i.e. taralli, piadina, friselle, etc. in the year ending January 24 generated a turnover in large-scale retail trade equal to 480 million euro in the perimeter S+I+LS+D.
A category, in its broadest sense, which sees a multinational like Barilla as its leader, but which, in the detail of its specialties, does not show the reference traits as happens in other segments.
This leads to evolutionary dynamics of the category that are different from the rest of the sector.
Let's go into the details of sales to understand the exact dynamics of this interesting product category.
