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CLARA MOSCHINI

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Candia, the milk is still pulling

Thanks to the high digestibility/lactose-free segment, the most performing

Candia Italia, the Italian branch of Sodiaal, a French dairy cooperative group, third milk producer in Europe and fifth in the world, closed the year with a positive sign (+ 1.5% in volume). 2020 has shown an eye for a basic necessity such as long-life milk. According to Iri Iper+Super+Lsp surveys relating to the year ending 30 September 2020, the dominant category of the Italian UHT milk market recorded growing numbers both in terms of sales volumes with over 1,015 million liters (+4, 9%), and turnover, which reached € 1.045 billion (+ 7.8%). Within it, "High Digestibility/Lactose Free" confirmed its position as the best performing segment, reaching 10% annual growth in volumes with 218,221 million liters.

Candia Italia fits into this growth scenario both with the substantial confirmation of its market shares in "normal" UHT milk and by strengthening its position as the third national player in the "High Digestibility / Lactose Free" segment with a volume share of 2.6% on an annual basis, a percentage which however rose to 2.9% in the third quarter of the year, again according to IRI data. The lactose-free offer of the Italian branch Sodiaal was rewarded in the preferences of final consumers mainly in the north-west (2.1%) and southern Italy (5.7%), values updated respectively to 2.8% and 6, 1% in the quarter July-August-September 2020. In 2021 the entire range of the "High digestibility" company will undergo a graphic restyling. Furthermore, in consideration of the consumption trend regarding lactose-free skimmed milk, which experienced significant growth during the year, Candia Italia is ready to extend the offer by adding "High digestibility without fat without lactose" to the 1 liter bottle of milk from the first quarter of 2021, to the new 50 cl format.

"In a context of normality we could define ourselves more than satisfied with a market with growing sales figures and the results obtained by the brand, but everything is drastically downsized in light of what this 2020 has been for companies and for the country", comments Anna Di Cugno, marketing manager. "At the moment 2021 does not look like a downward year. Precisely for this reason we are ready to double the energy to achieve the objectives we have set ourselves, from the distribution expansion to the increase in market shares, from the expansion of the target to the maximum support for existing lines".

hef - 15520

EFA News - European Food Agency
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