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Home > USA > Focus On
'MADE IN ITALY' FRIDGES DOMINATE EUROPEAN SUPERMARKETS
The Italian food and drink industry excels not only in finished products, but also in the production of machinery and equipment for food transformation and conservation. Within this sector, represented by Assofoodtec (www.assofoodtec.it) the refrigeration machinery sector is one of the most relevant, and not only because of its impressive turnover numbers. "Companies in this sector - says Myriam Poli, secretary of Assofoodtec - have always played a leadership role on the international marketplace, having always been taken as a reference point by international competitors".
In 2006 (preliminary data) Italian manufacturers of refrigerated displays, open refrigerators and freezers, recorded a EUR665 million turnover, stable from 2005. The result is expected to be repeated in the current year: preliminary estimates for 2007 indicate a slight increase (+0,8%) to EUR670 million. More than half of the revenue comes from abroad: in 2006, exports were valued at EUR355 million. Again, export quotas should essentially remain stable, dropping only one percentage point by the end of the year, from 53% to 52%.
"These are small variations - explained Poli - which do not in any way undermine the overall internationalising trend in this sector". The industry has become increasingly concentrated in the last few years. This has reduced the number of total businesses to only a few dozen. "Despite the definite presence of niche markets, these are not that significant - Poli continues. The larger brands will be essentially responsible for broadening the sector's appeal abroad, especially in Europe but also in South America and China, via acquisitions and outsourcing, as they are the only ones operating internationally".
EU-25 absorbs 71% of the Italian exports of commercial refrigeration equipment. Another 16% ends up in European countries outside the Union, confirming the idea that Europe is the main reference market for this sector. Presence in the United States is weak, partially due to currency issues: in 2007 Assofoodtec estimates that external trade will be penalised in markets dealing in USD. "It is almost impossible - Assofoodtec Secretary General explains - to expand in the United States due to the presence of two local manufacturers which are uncontested market leaders".
Italy's ability to compete, as confirmed by the American example, is not only dependent on size but also on the perceived added value, because competition is heating up especially among large distributors. "In the past few years, following the disappearance of small shops to the benefit of large-surface retailers, demand has shifted, not least in terms of design", Poli continues. Italian companies, however, are not only producing more enticing products (especially in terms of showcasing displays and open refrigerators). "Years ago, companies used to offer only cool-displayer showcases; today - Poli concludes - they have expanded their product line to include equipment, shelving, even cash registers. They are practically trying to stay ahead of the competition by offering a ready-made supermarket".
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