Italian shoppers buy less beef but targets quality
Beef consumption in Italy has dropped over the last 12 months but shoppers are still attracted by premium products. Beef prices are estimated to have increased by 19% between 2020 – 21. As a result, there are less frequent purchases of beef at retail level. In foodservice there are fewer steak options (fillets & striploins) as demand for such cuts is outstripping supply. Restaurants are either reducing the number of beef items on the menu or replacing fillets and striploin with round-cut steaks. Mid-range foodservice operators are replacing steak-type cuts with “premium burgers” to achieve margins, according to a report from Bord Bia.
By 2022 prices have continued to rise with petrol and energy prices growing by 46% to affect the whole supply chain. In March, Italy reached a record price of corn at 400 euros per ton. To put this into context, Italy imports 47% of its corn for animal feed. The increased production costs affect 10% of consumer price making Italy’s consumers increasingly sensitive to price. While price surges slow down the purchase of beef in Italy, consumers are claiming to buy less but higher quality beef. Italy’s beef consumers claim to be buying less, but higher quality beef.
The most preferred breed is first, Chianina, followed by Piedmontese and thirdly Black Angus, which, for Italy’s consumers, is most strongly associated with Ireland. Other premium beef available in Italian retail includes Australian, Argentinian, American and Japanese (Kobe) beef.
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