Building a shared vision for the future of the pork and cured meat supply chain, starting from the changes in the international landscape and addressing new purchasing dynamics at the point of sale.
This was the guiding principle of the second edition of the ASSICA (Association of Meat and Cured Meat Manufacturers) Observatory , which brought together representatives from the industry and distribution sectors on October 7th, at the Testori Auditorium of Palazzo Lombardia to discuss the strategies needed to support the competitiveness, growth, and valorization of the sector.
This event continues the path initiated by ASSICA to further strengthen the dialogue between the various stakeholders in the supply chain, in a particularly significant year for the Association, which celebrates its 80th anniversary . This milestone recounts a long history of working alongside industry companies and looks to the future through new opportunities for discussion and collaboration.
The day featured contributions from Rabobank , TEHA – The European House Ambrosetti, and NielsenIQ , with three in-depth sessions dedicated respectively to international scenarios, supply chain competitiveness, and consumer behavior at the point of sale. The sessions were moderated by Sky TG24 journalist Andrea Bignami.
ASSICA President Lorenzo Beretta opened the meeting by emphasizing the importance of this second event: ” Today, more than ever, we believe it is essential to strengthen the dialogue between Industry and Distribution. We find ourselves in a phase in which changes in the international scenario, evolving consumption, and pressures on competitiveness require us to look beyond the present and seek to build together the conditions for future and lasting growth.
Italian distribution represents the strategic interlocutor for our supply chain, and the ASSICA Observatory aims to be a concrete space for discussion, in which we can pool data, skills, and diverse points of view to identify strategies capable of enhancing the sector and responding to consumer needs.
Eva Gocsik, Global Strategist for Animal Protein, and Silvia Ongaro, Head of Food & Agri Coverage at Rabobank, opened the discussion on international scenarios. They highlighted how, in a European pork market characterized by supply pressures and weaker international demand, the ability to generate value is becoming increasingly central. ” The European pork market is shifting from a volume-based to a value-based logic.
Supply pressures and weaker demand in international markets are accelerating the need for a more consumer-centric approach, built on quality, differentiation and trust .”
Benedetta Brioschi, Partner and Head of Food & Retail at TEHA – The European House Ambrosetti , followed by a discussion of the economic importance of the supply chain and the directions in which industry and distribution can work together. ” The Italian pork and cured meats industry is a key asset for the competitiveness of the Italian agri-food sector. Through an analysis of the supply and subcontracting chains, TEHA has reconstructed the entire supply chain: an economic ecosystem that generates €18.8 billion in added value.”
We listened to the various stakeholders in the supply chain, and a clear message emerged from the discussion: the sector’s future competitiveness will increasingly depend on its ability to generate value and make it recognizable to consumers, strengthening the domestic market, expected to contract in 2026, and consolidating its position on international markets, where there is still significant potential. Industry and distribution are called upon to build the sector’s future together: with over 70% of pork and cured meat consumption passing through distribution , it is essential to define a shared medium- to long-term vision to support the growth, innovation, and competitiveness of the entire supply chain .
The third in-depth study was conducted by NielsenIQ . The data presented confirms the centrality of cured meats in Italians’ shopping carts: the category reaches 25.3 million households, equal to over 98% of the total, and generates approximately €6.7 billion in purchases in the year ending August 2026.
As Romolo De Camillis , Southern Europe Retailer Director , and Tiziana Fumagalli, Consumer Panel Senior Analytics Manager at NielsenIQ , explained , ” Cured meats don’t have a penetration problem: they’re already present in practically all Italian households. The real opportunity is to increase the number of times they end up in the shopping cart. And the data tells us that a significant part of this game is played out right at the end of the line, because almost four out of ten purchases are decided within the store. For the industry and retailers, this means having common ground to work on: making quality recognizable, enhancing the various shelves, and transforming the in-store experience into new purchasing opportunities .”
The analysis also highlights that, when choosing a store, product quality, cleanliness and orderliness of the department, and freshness are among the most important factors for consumers. Quality is also recognized through tangible factors such as product appearance, 100% Italian origin, and DOP and IGP certifications.
The morning concluded with a round table discussion entitled “Industry and Distribution Discuss the Future of the Meat and Cured Meat Supply Chain ,” attended by Vincenzo Giuliani, National Head of Fresh Meat Purchasing at CONAD; Paolo Guzzardi , General Manager of Galbani Meat – Lactalis Group; Marella Levoni , Director of External Relations and Communications at Levoni SpA and President of the Institute for the Promotion of Italian Cured Meats ; Alessandro Masetti , Director of Grocery at Coop Italia; Maurizio Moscatelli , CEO of the Granterre Group; and Giorgio Santambrogio, CEO of the VéGé Group .
This event is dedicated to direct discussions between supply chain operators on the industry’s prospects and possible joint strategies. It is part of the process initiated by ASSICA to foster greater collaboration along the supply chain and transform the understanding of market changes into shared strategies. ” The second Observatory meeting confirms the importance of creating opportunities for industry and distribution to engage openly, starting with data and the transformations currently affecting the market. The future of the supply chain depends on our ability to work together to enhance our cured meats, which, I recall, are the best in the world, better understand consumer needs, and strengthen the competitiveness of the entire sector. This is a journey we intend to continue building together,” concluded Lorenzo Beretta, President of ASSICA .
The initiative was carried out as part of the European project “Trust Your Taste, CHOOSE EUROPEAN QUALITY” ( www.trustyourtaste.eu ), promoted by ASSICA and co-financed by the European Union, with the aim of promoting excellent agri-food products, promoting conscious and informed consumption, encouraging the training of operators and strengthening dialogue along the supply chain.
