The Italian food market is still in recovery from the effects of low carb, but consumers are returning to their pastas and pizza, especially to products that offer the promise of good carbs. Sales for Italian food reached $11.9 billion in 2006, growing 3% over the 2005 level of $11.5 billion. However, sales in certain channels are flat, such as the classic supermarket retail format.

This updated Packaged Facts report, Italian Food in the U.S., takes an in-depth look at these major trends that will continue to spur this market to nearly $14 billion by 2011, on the strength of functional and fortified foods; convenience products for smaller households and busy households; and premium and authentic products and ingredients.

This new report from Packaged Facts provides details on the U.S. Italian foods market, which is defined as including pasta, sauce, pizza and pizza products, and cheese, with breakdowns by category, segment, and product. You will find profiles of the top producers and marketers, comprehensive market share data on leading brands and products as well as advertising and marketing dynamics. In addition, the consumer is profiled to give a detailed demographic picture of usage preferences. Finally, an in-depth analysis of current trends and future prospects for growth is presented with projections through 2011.

Report Methodology
The information in Italian Food in the U.S. is based on both primary and secondary research. Primary research involved on-site examination of the retail milieu, interviews with marketing, public relations and industry analysts within the dairy market and consultants to the industry. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. Packaged Facts has derived mass merchandiser sales figures from Information Resources, Inc. (IRI) InfoScan sales-tracking data. Figures provided on national consumer advertising expenditures are based primarily on data compiled by TNS Media Intelligence, the leading provider of strategic advertising and marketing communications intelligence. The analysis of consumer demographics derives from Simmons Market Research Bureau survey data for fall 2006. New product information is gathered via literature research, personal interviews and data compiled by Productscan, a service of Datamonitor.

The report looks at four segments of the Italian food products market (pasta, sauce, pizza, and cheese), examining trends for growth and projecting sales of products through 2011. It analyzes consumer demographics and their current and projected impact on sales of Italian foods. It provides up-to-date competitive profiles of marketers of Italian food products and discusses the influence of demographic trends as a driver of retail trends. The report also spotlights new products and current distribution trends, and offers readers trends and marketing opportunities within the industry.

What You’ll Get in this Report
Italian Food in the U.S. makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective marketers can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that Italian Food in the U.S. offers. The report addresses the following segments:

• The Market (including market size and composition, and projected market growth)
• The Marketers (including discussions of specific marketer brand and market shares, as well as Competitor Profiles)
• Marketing Dynamics (breakdown of spending on advertising and marketing trends)
• The Consumer (who’s buying what, and where)
• The Products
• Trends and Opportunities

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You Will Benefit from this Report
If your company is already competing in the Italian food products market, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market, as well as projected sales and trends through 2011. Contributing to that understanding will be a complete analysis of sales data from IRI and other published and trade sources, a detailed discussion of the consumer for pizza, pasta, pasta sauce, and cheese and related products based on Simmons data.

This report will help:

• Marketing Managers identify market opportunities and develop targeted promotion plans.
• Research and development professionals stay on top of competitor initiatives and explore demand for Italian food products.
• Advertising agencies working with clients in the food industries understand the product buyer to develop messages and images that compel consumers to purchase Italian food products.
• Business development executives understand the dynamics of the market and identify possible partnerships.
• Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

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