In 2020, the Cirio tomato conquered the tables of the British. Despite all the Brexit troubles, it has confirmed its first place in the hit parade of the best-selling Italian tomato brands in the United Kingdom. Last year's turnover saw an increase in sales, doubling the boom that, in the months preceding the exit from the European Union, affected the whole tomato sector, which grew by 23% in just one year.
Efanews.eu quoted Diego Pariotti, Foreign Commercial Director of Conserve Italia, a cooperative consortium owner of the Cirio brand which has over 160 years of history, as saying: "Our growth trend should not be read as a simple result of that panic buying in the first months of the pandemic it affected almost all foodstuffs. From the analysis of the data it emerges that it was precisely in the second half, when the panic effect disappeared, that Cirio products recorded the greatest growth (more than double the market), demonstrating that a good number of unusual consumers who tried Cirio during the months of the lockdown, then reconfirmed their appreciation for the brand as soon as the influx into supermarkets settled at more usual levels in the second half of the year.”
At this time, Cirio's share is approximately 10% of the tomato market in the United Kingdom, including sales in large-scale distribution and independent brands: it is the best-selling Italian brand in the United Kingdom and the absolute second in the category of red preserves.
