Madi Ventura S.p.A.

The dried fruit bar market is growing in double digits

"The volume trend recorded for A.T. May 2022 is showing a very slight decline from the previous year (-1%), although it was exacerbated in the last quarter (-7%), We are aware that a market balancing would have occurred. Some segments, on the other hand, show a positive trend in volumes, particularly packaged shelled nuts, which are showing positive performance in both volume and value (dates, figs, and shelled mixes). However, the topmost positive trend is in dried fruit bars, which grew 21.7 percent in volume and 17.7 percent in value compared to 2021, fully recovering what had been eroded by the months of pandemic and lockdown," said Angelica Addeo, Ventura brand manageress at Madi Ventura Spa.

"With regard to consumption trends, according to a very recent Gfk study on purchasing behavior in the dried fruit market, there are positive and growing signs in terms of average spending in the packaged shelled fruit (+4% vs 2019) and dried fruit (+7% vs 2019) segments, while in terms of average penetration by target audience, the data show a shy 5.2 percent of volume sold in the under-34 Italian age group, with ample room to conquer this audience in the immediate future, thanks in part to the great potential of dried fruit in the vegetable protein field."

Among the new product innovations is BBMIX PROTEIC, a mix of 150 g of roasted peanuts, pumpkin seeds, shelled almonds and blueberries, a natural source of vegetable protein that contributes to the growth of muscle mass and the maintenance of healthy bones.

Ever since the beginning of the 21st century, Ventura has been a promoting the functional and nutritional side of dried fruits, starting with the BBMIX line to be used for salads, fruit salads, yogurt and ice cream, as well as introducing the first mix of shelled and dried nuts in Italy. One mix of 40g of vegetable protein is naturally rich in Vitamin B3 and Magnesium. It is available in display trays of 12 pieces at a retail price of €2.75/pack for 150 grams.

The Ventura brand began a virtuous path of integrated communication in 2017 to promote and convey brand identity, its values and its mission to its target consumers.

"In particular, in 2022 we decided to promote the launch of new products (protein mixes and protein nut bars) through a racing tour, which includes sponsorships and partnerships of important Italian racing events. The purpose of the tour is to give 100,000 runners samples of mixes and bars, to inform people about the benefits of how daily consumption of dried fruit is ideal for all those who are into sports, specifically into racing (about 9 million people in Italy)."

Ventura is a brand of Madi Ventura S.p.A., a Genoa-based company that operates in the packaged and bulk dried fruit market. With a turnover of 120 million euros, it is one of the largest operators in the sector and distributes its products through the main Modern Distribution chains in Italy and operates through a production and distribution unit located in the province of Cremona, in Lombardy.

Ventura also operates in the retail sector with the first Why Nut café and nuts roastery, located in Milan, Corso di Porta Ticinese, 100 -

For more information: 
Madi Ventura S.p.A.

Via San Vincenzo, 2
16121 Genova - Italy
Tel.: (+39) 010 599431

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