Italy’s production of hazelnuts, almonds, walnuts, chestnuts and pistachios in 2023 amounts to 270 thousand tonnes. A rich and diversified offer, in terms of variety and distinctive characteristics, an expression of the multiple territories of origin, which places the Italy in the top ten of world producers. In the last decade, despite the increase in invested surfaces, exceptional climatic events have penalized yields, reducing domestic supply by 7% and resulting in greater recourse to imported products. These are some of the main findings of the analysis Ismea presented today at the conference ‘The General States on nuts’, organized at Macfrut of Rimini.
In more detail, as emerges from the presentation by Mario Schiano, Ismea market analyst, Italy imported a quantity of 460 thousand tonnes in 2023, almost twice the national production, for a value of 1.4 billion euros. These are mainly extra-EU supplies with the USA, Turkey and Chile which together account for over 50% of the total volumes. However, an important role is also played by Spain, on which approximately 12% of our imports depend.
Italy is the sixth largest importer of nuts in the world, due to the significant needs of the national confectionery industry, known and appreciated throughout the world, but also due to the significant growth in internal consumption, favored by the spread of lifestyle-oriented to well-being and the success of innovative products, such as mixes and energy/diet bars, which have contributed to deseasonalizing the purchase of nuts, freeing them from traditional occasions linked to anniversaries and holidays. In the last year, the overall consumption of nuts in Italy (considering intermediate and final demand) stood, according to Ismea calculations, at 638 thousand tonnes, 25% more than ten years ago.
According to Ismea-Niq data, in 2023 Italian families’ spending on the purchase of nuts ‘as is’ totaled 1.1 billion euros (of which 911 million were packaged products), for overall volumes exceeding 115 thousand tons. The increase was also significant compared to the year of the Covid emergency, when sales on the domestic circuit recorded a peak of growth. Compared to 2020, purchases increased by 11% in quantitative terms and 16% in value.
It is an intergenerational passion, that for nuts, which involves the youngest, Generation Z, but also Boomers, as revealed by the research conducted in collaboration with the Coris Department of Sapienza University of Rome illustrated during the conference. At the top of consumer preferences, underlines the analysis presented by Fabiola Sfodera, there are walnuts and almonds particularly appreciated for their nutritional properties, ahead of hazelnuts. Followed by pistachios and peanuts, for which the push to purchase is mainly related to hedonic factors and, finally, chestnuts, whose consumption, however, is still affected by a strong seasonal component.
The research, conducted in the second half of 2023 using various techniques such as netnographic analysis (i.e. the study of social interactions in digital communication contexts), focus groups, web sentiment analysis and store checks, at retail points of sale, identified 4 distinct clusters of consumers of nuts: the so-called ‘nostalgics’ for whom consumption is still linked to specific traditional occasions, ‘do-it-yourself nutritionists’, who favor the functional aspect connected in particular to fitness, fans of homemade, who enhance its use in a creative way in the kitchen, and the ‘heavy consumers’ who regularly consume nuts for pleasure or because they are indicated within specific nutritional regimes.
Among the various reasons behind the purchase, the functional dimension of these foods prevails, such as the richness of nutrients, the health benefits, their satiating power, and their use as a meal replacement. But what also drives consumption, especially in the South, are the recreational and convivial components, mostly linked to traditions and specific occasions. Among the purchase drivers, price was indicated in first place, followed by quality, expressed in terms of freshness and crunchiness, and by the format which rewards the small size, while elements such as Italian origin, the presence of quality brands ( such as Dop recognitions) and the indications on the label seem to have a lesser influence on decision-making processes.
In terms of consumption occasions, nuts appear extremely versatile: they are suitable for breakfast, as a snack to break hunger, as an aperitif and after dinner; in some cases it acts as a replacement for a main meal.
The analysis conducted at the points of sale (discount, organic/wellness, despecialised brands, value consumer goods, premium consumer goods) highlighted the absence of a univocal position, with consequent consumer disorientation. When the nuts are packaged, they occupy large shelves, are placed at the entrance or near the checkouts or inside the savory snack departments or those dedicated to breakfast. When in bulk it is found mainly in the fruit and vegetable section, generally supported only by name and price. Generally the leading brands are commercial brands, the so-called private labels, while industrial brands are less present and rarely valorised.
