A Doxa survey reveals that it is the third favorite salami for Italians, after raw and cooked ham
Bresaola is experiencing a season of attention and appreciation by Italians: 1 in 3 (32%) hear about it more often or have seen it more frequently, in the last 2 or 3 years, on supermarket shelves. And many are beginning to master a greater number of recipes based on Bresaola della Valtellina PGI, demonstrating an increase in attention and knowledge. 25% of consumers (1 Italian out of 4) know 3-4 preparations and 12% even between 5 and 10 (+40% in the last 3 years).
While until a few years ago the only recipe known was bresaola with oil, lemon and parmesan flakes…
This is revealed by the research “Gli Italiani e la Bresaola della Valtellina” conducted by Doxa for the Consorzio di Tutela Bresaola della Valtellina IGP, on the perceptions and consumption habits of Italians of this lean sausage, which has become part of our best gastronomic tradition.
If we already knew that 42 million Italians consume Bresaola della Valtellina (Source: Doxa Research / Consortium for the Protection of Bresaola della Valtellina Bresaola of 2016) today we discover that the PGI is at the top of the list: no less than 38 million Italians, 73% of the over-15s, choose the one with the certification mark because it is a guarantee of higher quality, the first criterion of choice at the time of purchase for 67% of consumers. Among the purchasing drivers, the reference to the brand is growing, a factor that conquers the second place, going from 8 to 16% of preferences, overtaking the origin of the raw material that, with 12%, goes down to the third position.
AMONG THE PREFERRED COLD CUTS IS IN THIRD PLACE, AFTER RAW AND COOKED HAM
According to the research, carried out on a sample of more than 1000 people representative of the Italian adult population (15+ years of age), Bresaola della Valtellina PGI is in the Top 3 of the most loved cold cuts by Italians with 32% of preferences (rising to 39% among 30-49-year-olds), behind raw ham (57%) and cooked ham (49%) and, surprisingly, in front of mortadella (28%) and salami (24%). On the podium 3 “healthy” cured meats, therefore, among which the Bresaola della Valtellina PGI wins for its lightness and wholesomeness (46% of Italians believe it has a reduced fat, salt and preservative content), in line with the new consumer’s interest in foods “without” preservatives and antibiotics (with an eye to organic), very strong also in the cured meat market: 43% would like them without preservatives, 33% without antibiotics, 31% organic, 27% low-fat.
1 ITALIAN OUT OF 2 CONSUMES IT MORE THAN ONCE A WEEK, ESPECIALLY THE MILLENNIALS
The frequency of consumption is very high: 1 Italian on 2 (45%) usually brings it to the table more than once a week. Among them, a hard hoof of Bresaola Lovers, 26%, consumes it much more frequently (6% even more than 4 times a week). Among the habitual consumers of Bresaola della Valtellina PGI, the real Bresaola lovers are the 30-49 years old (Millennials and Generation X) who live in Central Italy, disproving the commonplace that gives this sausage an exclusively “Nordic” soul. Just in Central Italy the number of consumers increases (79% compared to 73% of the national average) and the frequency of consumption (more than once a week, 49%, against the national average of 45%). This figure is also confirmed by an in-depth analysis of the target of those who indicate it as their favorite sausage: in this case, too, compared to 32% of the national average, we see that among people aged 30-49 years, it rises to 49% (44% for those living in Central Italy).
Among the merits of Bresaola della Valtellina PGI, 36% of Italians (and 46% of men aged 30-49 years old living in the North West) today indicate practicality before anything else. This is followed, on equal merit (35%), by taste and lightness. A real novelty, perhaps explained by the boom of the product in the tub, which today covers more than 43% of the total market of this sausage. Asked about the situations in which Bresaola della Valtellina PGI is the top choice, 46% love to eat it for its lightness. A short distance away, 42% eat it when they have little time but do not want to give up the taste. It is interesting to point out that 28% of the youngest (15-29 years old) eat it to satisfy their needs when practicing sport.
1 Italian out of 2 (51%), mainly women 30-49 years old from the North East, eat it at lunch, even if the number of those who eat it at dinner remains high (39%). A curiosity: for the young people of Generation Z (15-29 years old), Bresaola is synonymous with dinner. 52% of them prefer this time of day to eat it and only 34% do so at lunchtime. And what about the million Italians who eat it for breakfast.
Within the meal, Bresaola is mainly used as a main dish (46%) and as an appetizer (42%), but there are those who use it as a condiment for the first course (29%) or as an ingredient for a sandwich (26%). But there is an interesting recent phenomenon: 17% of Italians put it on pizza; a percentage that rises among young people (41%) and the North West (26%).