Why should travel retailers choose Food & Beverage products made in Italy?
As a fact, travellers passing though Italian airports love buying local F&B products in order to bring back home a “piece” of Italy.
But how are Made in Italy F&B products in travel retail market globally doing?
Why should a traveller choose to buy an Italian liquor at Los Angeles International Airport?
Try asking people all around the world what does “Made in Italy” mean for them.
I’m sure the 90% of them will answer it’s all about fashion, design and…food!
Food, of course! We all know how famous and loved Italian food is.
According to ISTAT (Italian National Institute of Statistics) the value of Italian products export increased by 79% in the last decade by reaching its record in 2015 with 400 billion of euro (9% of it was Food & Beverage related – 36,8 billion).
Why F&B products are facing this positive trend?
Even if quality plays a crucial role in driving Italian F&B retail success, the real key success factor is all about marketing.
Made in Italy is one of the most outstanding and valuable brand in the world.
According to a KPMG Advisory survey, Made in Italy is linked to values such beauty, luxury, wellness and passion. Few people take into consideration words such innovation and technology, even if Italy is one of robotics industry leaders.
What has Italy been doing to maintain the strengths of Made in Italy as a brand?
In November 2014, the Italian Ministry of Economic Development presented the official logo identifying Italian food products globally.
In 2015, the international EXPO took place in Italy. The country had the occasion to explain its food model and culture by an accurate story telling about the values of its culinary tradition.
Many companies managing travel retail spaces all around the world manly choose well-known brands. That’s why Made in Italy brand is a passe-partout all Italian companies should responsibly make use of in order to enter the global travel retail market.
With great power comes great responsibility
Of course Italian F&B Italian companies willing to enter in travel retail marketing should be obliged to maintain high quality standards in order not to compromise the Made in Italy brand reputation.