Mozzarella di Bufala Campana PDO, a symbol of Italian cheese-making artistry, continues to attract French consumers, confirming its status as the most appreciated spun paste cheese in France. The Economic Observatory, established by the Protection Consortium in collaboration with Nomisma and Unicredit, highlights a clear preference among French people for Italian cheeses, revealing that six out of ten choose them as the top choice to be served at the table.

Success in France and beyond

Among spun paste cheeses, buffalo mozzarella stands out particularly, with almost 70% of French consumers choosing to enjoy it in the past year. It is followed by other varieties like burrata and stracciatella, consumed by 50% of the French population.

Italy confirms itself as the main exporter of cheeses and dairy products to France, holding a 34% share of the French import market. The commercial value of these exchanges has seen an 80% increase from 2018 to 2023, reaching nearly one billion euros. Notably, France is the largest market for Mozzarella di Bufala Campana, which accounts for 29% of Italy's total export of this product.

Despite a slight contraction in foreign sales in 2023, which represented 38.3% of the total compared to 40.1% the previous year, the demand for buffalo mozzarella remains high. Production remained stable in 2023, with 55,588 tons produced, although the first quarter of 2024 recorded a 3.8% decrease due to market challenges and inflation.

Increasing consumer loyalty

The report highlighted that Mozzarella di Bufala Campana PDO is particularly popular among young people, with 40% of Italian parents choosing it as the preferred spun paste cheese for their children. Loyalty to the product is very strong: 84% of domestic consumers would be willing to purchase the product even if the price were to increase, and 35% would accept a one-euro increase per package.

73% of consumers perceive PDO products as of superior quality, while 66% regard them as safer and more controlled, and 62% consider them tastier. These perceptions not only strengthen demand in Italy but also offer significant opportunities to expand exports and promote further development in international markets.

The Economic Observatory's research suggests a targeted promotion strategy, especially towards young consumers, focusing on sustainable practices seen as opportunities for growth and innovation.

The young consumer market

The growing popularity of Mozzarella di Bufala Campana PDO among young people offers significant opportunities for targeted communication and marketing strategies. Italian producers and distributors operating in various countries around the world can invest in promotional strategies aimed at young consumers to further expand their presence in international markets.

Among the main promotional methods, the use of social media stands out as a key tool for reaching this demographic, especially in the food sector. Platforms such as Instagram, TikTok, and YouTube are ideal for creating engaging visual content that showcases the versatility of buffalo mozzarella in various recipes and consumption contexts, such as casual dinners, brunches, and aperitifs. Other effective promotional tactics for reaching a young audience include collaborations with chefs and food bloggers, as well as the promotion of events and tastings, whether in-store or at venues popular with young people.

The aspect of sustainability is also a powerful lever that can be successfully used to attract a young consumer audience, as well as appealing to people of all ages who are increasingly concerned with environmental issues.

Highly sustainable and eco-friendly production

A scientific study published in 2023 in "Advances in Environmental and Engineering Research" reveals that the supply chain of Mozzarella di Bufala Campana PDO is highly sustainable, absorbing more carbon dioxide than it emits. Specifically, the amount of CO2 sequestered by the plants used to feed the buffaloes exceeds the total emissions from production, making Mozzarella di Bufala Campana an ecologically positive product. Additionally, over 53% of the companies in the Protection Consortium have invested in environmental projects, such as photovoltaic panels and biogas plants, further improving the sustainability of the supply chain.

These findings suggest that a communication strategy focused on quality and sustainability could further expand the consumer base for Mozzarella di Bufala Campana PDO.


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