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The Italian date market is growing by double digits, both in value and quantity, reaching 43 million euros, more than double compared to 2017 (source Circana). Half of the sales are played in the last four months of the year. And the peak is reached in December, when the average assortment of stores expands and enriches itself, especially in the top segment.
It is the triumph of the gourmand side of these fruits, like the typologies extra large medjool dateswith sweet and juicy pulp, or versions stuffed with dried fruit or liqueurs. «The real challenge is to always find something new and special», he admits Francesco Perego, sales director of Noberascomarket leader in Italy, which this year offers a range of chocolate-covered Medjool dates with new recipes (such as ruby chocolate and chopped passion fruit) packaged in a case ideal as a party centerpiece.
Other competitors, such as Eurocompany e Interfoodsfocus on valuable varieties from the Arabian peninsula (Aiwa. Sukkari. Safawi e Khudri) often guaranteed by the quality label “Saudi dates”, introduced in 2018 by Saudi Arabia as part of the Vision2030 strategy and which it achieves today 119 markets earning over 450 million dollars from exports.
The arrival in Italian stores of a greater number of types of dates (of which there are a hundred different varieties in colour, shape, consistency and flavour) is part of the strategy to valorise this fruit, which in recent years has become the appreciated ingredient of many “ethnic” products with viral success, such as the Milaf Cola and the “date seeds coffee”.
In just under a decade, the date has conquered the global spotlight, becoming the food&beverage ambassador of the lifestyle of the new Middle Eastern luxury capitals. In this supported by the investments not only of local operators but also of global luxury giants. Like LVMHwhich with its private equity fund L Capital is Bateel shareholdera historic Arab company famous for dates packaged as chocolates and which has an ambitious plan to open stores and cafés, first in the USA and Asia, then in Europe, going from the current 180 points of sale to over 500, and aims to triple its turnover by 2029.
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