According to Global Trade Atlas, Italy imported US$48.5 billion worth of agri-food and seafood products in 2010 and exported US$37.6 billion. Pork imports were valued at US$2.6 billion in 2010, representing 5.3% of the country's total agri-food and seafood imports. Most of Italy's pork imports are from neighbouring countries, with Germany holding the largest market share at 33.4%.
In 2010, Italy was the world's 4th largest importer of pork products. In the same year, Canada was Italy's 20th largest supplier, exporting C$0.6 million worth of mainly fresh and frozen pork.
Over 50% of Italy's pork imports in 2010 consisted of frozen hams. Fresh pork, as well as carcasses and half-carcasses, were also somewhat popular, representing 17.6% and 13.2% of the country's imports, respectively. The Italian market presents an opportunity for pork exporters, as consumers in the country are showing a growing tendency to purchase less expensive sources of protein.
Italian consumers tend to prefer cured meat such as prosciutto, salami and mortadella, as it can be stored more easily. When buying fresh meat, Italians feel more confident visiting their local butcher, in order to be guaranteed product quality.
According to Euromonitor, Italian per capita meat consumption is forecast to decrease between 2010 to 2013, going from 49.1 kg to 48.9 kg. However, it is expected to bounce back, reaching 49.2 kg in 2014 and 49.6 kg in 2015.
New pork products introduced on the Italian market within the last year mostly consisted of cured hams, which were often already sliced in the package and ready-to-eat. Top claims for new pork products were primarily based on ethical, convenient and allergen-free characteristics.
