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Italy: Red chicory consumption up by 65% in ten years

According to the data recently published by CSO - Centro Servizi Ortofrutticoli, red chicory consumption seems to be increasing. In 2007, consumption in Italy reached little over 40 thousand tons while, last year, that figure rose to 66 thousand tons, a 65% increase in 10 years. 


Italian red chicory consumption in terms of volume and value and average prices between 2007 and 2015. Click here to enlarge. (CSO chart with GFK data)

As expected, the value also increased, going from a little over €80 million to €132 million, i.e. a 55% increase. The percentage is a little lower than the volume one, meaning prices dropped by around 12 cents per kg.


Retail purchases from 2007 to 2015. Data expressed in tons. Click here to enlarge. (CSO chart with GFK data)

Last year, red chicory was the fourth most popular leaf vegetable (13%) after lettuce (31%) and mixed salad (17%). Three out of four families bought it at least once a year on average (75% penetration rate), with consumption being higher in north-east Italy, where it is produced.


Sales volumes per commercial channel. Data expressed in tons. Click here to enlarge. (CSO chart with GFK data)

Something that is also interesting is how, between 2007 and 2015, red chicory consumption increased throughout the year. While it remains more popular during the last three and the first three months of the year (in 2015, 58% of all volumes was consumed during these six months), we must report how consumption has grown in July-August-September too.


Il peso dei singoli canali di vendita dal 2007 al 2015. Clicca qui per consultare il grafico a dimensioni maggiori. (Fonte grafico CSO su dati GFK Italia)

64% of the sales in Italy are carried out by retailers and mainly by supermarkets (39%). Between 2007 and 2015, though, sales increased in all channels. In 10 years, green grocer sales grew by 12% (23% in 2015 compared to 11% in 2007). 

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