CHOCOLATE IN ITALY

HISTORICAL ROOTS

2012 CONSUMPTION IN KG

• 1. Switzerland 10.14 Kg 22.36lb 2. Austria 9.13 Kg 20.13lb 3. Ireland 8.83Kg 19.47lb 4. Germany 8.18 Kg 18.04lb 5. Norway 8.13 Kg 17.93lb 6. Denmark 8.01 Kg 17.66lb 7. United Kingdom 7.93 Kg 17.49lb 8. Belgium 5.96 Kg 13.16lb 9. Australia 5.89 Kg 12.99lb 10. Sweden 5.85 Kg 12.90lb 11. United States 5.27 Kg 11.64lb 12. France 5.16 Kg 11.38lb 13. Netherland 4.78 Kg 10.56lb 14. Finland 4.74 Kg 10.45lb 15. Italy 2.78 Kg 6.13lb

Sales of chocolate rose by 19% in Italy in the four years up to 2012.

Italian consumers are displaying an increasing preference for dark chocolate for its health benefits, while sales of organic chocolate are also rising.

According Letherhead , sales reached a turnover of 3.49 billion €, so every italian eats about 4 Kg of chocolate in a year. Italy export up to 40 per cent of all the chocolate it produces, primarily in EU.

Chocolate confectionery decreased by 2% in current value terms over the course of 2014, falling to €2.3 billion. The negative performance of chocolate confectionery can be linked to the economic crisis and the reduced purchasing power of Italian consumers, many Italians forced to limit their purchases of non-essential items, including chocolate confectionery.

The effects of the economic crisis are making Italian consumers much more careful when deciding what to spend money on and unit price is becoming one of the main criteria influencing the choice of products in chocolate confectionery.

Geographic breakdown
North 67%
Center 24%
South 9%

CONSUMPTION BASED ON SEX

CONSUMPTION FOR AGE

CONSUMPTION AREA

FAVOURITE TYPE OF CHOCOLATE

• Dark
• Milk
• Broken hazelnuts
• Whole hazelnuts
• Gianduja
• White

FERRERO

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LEADER IN CHOCOLATE

• FERRERO it was founded in 1946 in Alba, Piedmont, Italy by Pietro Ferrero, a confectioner and small-time pastry maker who laid the groundwork for the Nutella and famously added hazelnut to save money on chocolate
• Ferrero SpA remained the leading player in chocolate confectionery in 2014 with a value share of 34% Wide range as the high quality of their products, which is widely recognised by Italian consumers. It accounts for about 50% of the market.
• Ferrero Group worldwide includes 38 trading companies, 18 factories, approximately 21,500 employees and produces around 365,000 tonnes of Nutella each year.

NUTELLA

• Nutella is the brand name of an Italian sweetened hazelnut chocolate spread. It was introduced to the market in 1964. Pietro Ferrero, who owned a bakery in Alba, Piedimont, an area known for the production of hazelnuts, sold an initial batch of 300 kilograms (660 lb) of "Pasta Gianduja" in 1946. This was originally a solid block, but Ferrero started to sell a creamy version in 1951 as "Supercrema". In 1963, Ferrero's son Michele renewed Supercrema with the intention of marketing it throughout Europe. Its composition was modified and it was renamed "Nutella". The product was an instant success and remains really popular

BEST ITALIAN CHOCOLATIERS

• The story of chocolate in Italy has the glamour of court life… Chocolate arrived in the country with the Spaniards, who brought it from the New World into Modica, which they ruled; with the Venetians, who, always open to trade and new influences, started serving and drinking it in the city’s cafes; and with the Savoy family—Duke Emanuele Filiberto who brought to Turin both his court and the precious cocoa beans, his son Carlo Emanuele I, who served hot chocolate at his wedding feast.
• Bonajuto (Sicily) - Domori (Venice) - Amedei (Tuscany)

ANTICA DOLCERIA BONAJUTO

• Modica’s chocolate is as Baroque as the city's architecture. It is rich, dramatic and unique. There are many excellent chocolate makers in Modica, but Antica Dolceria Bonajuto is the best one in town. Founded in 1880 and using cinnamon, vanilla and chilli chocolate in true Aztec style. As a matter of fact, only in Modica, in south-eastern Sicily, chocolate is still made with an old technique without conching, tempering or adding any extra fat. The cocoa mass is worked at a low temperature with caster sugar and spices. The sugar’s crystals do not melt, resulting in a grainy, dull brown, highly textured chocolate. The Spanish, who once ruled over Sicily, introduced this chocolate-making technique, which they had learned from the Aztecs, to the county of Modica.

AMEDEI

• A brother and sister team—Alessio and Cecilia Tessieri—are behind the Renaissance of Italian chocolate. Confectioners by family trade, the Tessieri siblings opened Amedei in 1990, naming it after their choco-holic grandmother. The company was the first to tear the milky, nutty, industrial image of Italian chocolate and show that Italy could make luxurious, silky bars to rival with the world’s best. Amedei Chocolate is a classy chocolate brand from Tuscany. The founder Cecilia Tessieri is heralded as “the only female maitre chocolatier in the world”! Amedei were among the first to treat cocoa as wine, making chocolate from single cocoa varieties, such as the rare Criollo Porcelana from Venezuela. ( Our Italian purist Rabot HC )

DOMORI

• Domori, which means the Two Moors in Venietian dialect , was founded in 1997 by Gianluca Franzoni, it was born out of the creative mind and the passion for gastronomy and cocoa. It is the first company in the world to produce the 100% Criollo bar, with no added lecithin, flavourings or sugar, simply pure cacao paste. Domori was also the first company in the world to create a chocolate tasting code, involving all the five senses in a unique sensorial experience. Franzoni travelled extensively to South America and launched his own hacienda in Paria, Venezuela, to spearhead the production of the rare Criollo variety. All the company’s chocolate bars are worth a try , pitch dark, round, velvety, Domori’s chocolate billows in the mouth and lingers in the throat, but the sweet, silky, ever so slightly spicy Puertomar stands above all.

CHOCO ITALIAN HIGHLIGHTS

• Eurochocolate in October : Chocolate Festival in Perugia, Italy In Perugia you will be fascinated from the sculpture of 4 blocks of dark chocolate weighing 2,420 lb .And you can enjoy amazing Bacio Perugina November Cioccoshow in Bologna: maitre patissiers to teach the future chocolate experts. November Cioccolatò in Turin: The Gianduiotto day and more chocolate surprises. December ChocoModica: the raw chocolate of Modica for the real chocolate expert. To live an amazing experience which it will connect you with the Aztec roots in a suggestive town with its SICILIAN BAROQUE ART, Unesco World Heritage Site.

MAIN SOURCES

• http://www.confectionerynews.com/Markets/Italy-Health-concerns-drive-dark-a... http://www.euromonitor.com/chocolate-confectionery-in-italy/report http://www.ncbi.nlm.nih.gov/pubmed/18806104
• Rosa Buscema

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