Made in Italy. Lombardy, Veneto, Emilia Romagna lose 30 billion for Italian Sounding

BORMIO – Lombardy is the Italian region most affected by the Italian Sounding phenomenon with a negative economic impact of 10.2 billion euros per year, followed by Veneto (10 billion euros), and Emilia-Romagna (9, 9 billion euros).

The data from the research by The European House – Ambrosetti, carried out on the occasion of the 8th forum “The Roadmap of the Future for Food & Beverage” in Bormio, also highlights how the imitation abroad of local products has almost precluded 9 billion euros in cross-border sales for Piedmont (8.7), 5.5 for Campania, and 3.5 billion euros for Tuscany which mainly sees its extra virgin olive oils and wines affected. Even Trentino-Alto Adige (3.3 billion euros) is more exposed than Puglia (impact of 2.8 billion euros) which suffers from the imitation of oil and agricultural products. Sicily (1.7 billion euros) is more affected than Friuli Venezia Giulia (1.6 billion euros) which is especially affected by the imitation of its hams. The impact of Italian sounding on other Italian regions stands overall at 6.3 billion euros in 2023.

“The regions most affected by the phenomenon – he explains Valerio De Molli – Managing Partner & CEO, The European House – Ambrosetti – they are those that concentrate their exports on products with a high intensity of Italian Sounding, such as meat products or dairy products, as well as towards the countries most sensitive to the phenomenon (Japan, Brazil and Germany)”. “The protection of Made in Italy – continues De Molli – is a priority and the implementation of new PDO and PGI regulations starting from 2024 represents a significant step in this direction. Producer associations will have greater powers to combat deceptive practices, give greater transparency to consumers and generate concrete added value for the economy: in 2023 the phenomenon of Italian sounding in the world exceeded that of agri-food exports: 63 billion euros against 62 for exports”.

WITHOUT ITALIAN SOUNDING, 2023 EXPORTS WOULD BE 126 BILLION INSTEAD OF 62. As analyzed in detail by The European House-Ambrosetti, in 2023 foreign consumers purchased 63 billion typical “falsified” Italian products that do not come from our country. This means that the value of Italian Food & Beverage exports would more than double to 126 billion euros added to the 62 billion of truly Made in Italy agri-food exports.

“Italian Sounding – he added Benedetta Brioschi, TEHA partner – it is competitive thanks to prices on average 57% lower than original products. In the United States, for example, the price of Parmesan can be reduced by up to 38%, that of mascarpone by up to 50% and of dried pasta by up to 54%”.

CHINA, JAPAN AND CANADA SEEK AUTHENTIC MADE IN ITALY. In China, Japan and Canada, on average 7 out of 10 consumers look for real Italian products without considering the aspects related to price which are determined for just over 20% of buyers. As highlighted in detail by TEHA, even in Germany 72% of consumers want truly Italian products (28%, however, have the priority of spending less), or in Australia (70%) and Brazil (69.1%). The share is more limited in the Netherlands (66.0% wants the “true Italian”), in the United States (63.0%), in France (62.6%) and in the United Kingdom where it does not exceed 55% of consumers who are looking for truly Made in Italy products even in the face of greater expense.

RAGU’, PARMESAN CHEESE AND BALSAMIC VINEGAR: OVER 6 OUT OF 10 PRODUCTS ARE IMITATIONS. Ragù (61.4% Italian Sounding vs 38.6% real Italian product), parmesan (61.0% vs 39.0%) and balsamic vinegar (60.5% vs 39.5%) are the three most present products in an “imitation” version on the shelves of large retailers abroad. According to The European House-Ambrosetti data, followed by pesto (59.8% Italian Sounding vs 40.2% real Italian product), frozen pizza (59.3% vs), ham (59.2% vs 40.8%) , durum wheat pasta (59.2% vs 40.8%), but also prosecco (58.9% Italian Sounding vs 41.1% true Italian product), salami (58.5% vs 41.5%), gorgonzola (57.0% vs 43.0%) and extra virgin olive oil (56.8% vs 43.2%).

“Italian Sounding – concludes Valerio de Molli – can be countered through economic and industrial initiatives in synergy with a cultural change, especially in the awareness of foreign consumers. It is certainly a priority to make productive investments, but also to effectively communicate “Made in Italy” with consumer education initiatives. On the one hand, the reduction of customs barriers and the internationalization of the Italian distribution chain can be determining factors as well as a strong disincentive to false indications on the label, but also the creation of ambassadors of Made in Italy and the adoption of technologies that allow precise traceability of the product”.