A Positive Trend- The consumption of organic products is growing both in Italy and in Europe. In 2016, in the Hyper+Super channel, organic products accounted for 3.25% of total sales. Compared to 2014, organic durum semolina pasta recorded a 39% growth in value in 2016, compared to +1.5% of the total market in Italy; it is growing in terms of presence on the shelves (weighted distribution 63; +9 points); currently it has a 5.2% penetration with Italian families and it is growing quickly (+14.3%), with its 1.8 kg/family average annual purchase (data: Nielsen Italy m*t at 01.01.2017).
The De Cecco answer – Considering the overall trend, Italian leading pasta maker De Cecco has enriched its offer of organic wheat pasta and other related items such as tomato sauce and olive oil.
A wide range of organic pasta & Co. – A plan to strengthen the premium positioning of De Cecco’s organic line, and enhance its distinctiveness through:
- the restyling of the range, through stylish packaging and in line with the type of product. Eg. two cooking times to give the customer an opportunity to personalize the cooking according to personal taste; highlighting of the “De Cecco method,” with all info available on the back of the package;
- A unique recipe that respects the traditional method, handed down from father to son, of a 130-year-old recipe;
- An organic certification issued by Icea, in accordance with EU legislation;
- The launch of 15 items;
- TA 250g format for semolina soups, nidi (nests), and small-shaped pasta.
The Bio De Cecco organic range is particularly attentive to the needs of the market. It consists of 9 different types of semolina pasta, 5 egg pasta formats, 2 amazing extra virgin olive oils, a tomato puree, and 2 tomato sauces. It’s organic, it’s good, it’s De Cecco.