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July/August 2023 VII MAGAZINE AT PAGE 26 DID YOU KNOW? Quality, lightness and convenience BRESAOLA SUFFERS FROM HIGH PRICES BUT REMAINS THE FAVOURITE CURED MEAT FOR A THIRD OF ITALIANS According to a Doxa survey ‘Italians and Bresaola della Valtellina PGI’, for one out of two Italians, quality certification is the most important element in their choice. Cured meats have not only always been a fundamental and ‘traditional’ component of the diet, but last year saw an increase in their consumption for 1 in 4 Italians, especially those belonging to Generation Z, i.e. young people born between 1997 and 2012. The critical element that emerges from the data concerns the consequences of inflation: due to high prices, consumers are forced to turn to cheaper and less healthy products. The research, commissioned by the Consortium for the Protection of Bresaola della Valtellina ( Consorzio di Tutela Bresaola della Valtellina ) on a representative sample of the Italian population of 1,000 people between 18 and 74 years of age, confirmed the focus on quality: when choosing a cured meat product, for 1 Italian out of 2 the guarantee of certification ranks first among the most important elements, followed by typicality for 1 Italian out of 4. This is followed by lightness and practicality in equal measure. THE ROLE OF BRESAOLA DELLA VALTELLINA PGI It is well known and loved because it is practical, light and rich in noble proteins, yet Bresaola della Valtellina IGP, a typical and certified cured meat product, is losing ground compared to a few years ago, dropping from third to fifth place among the favourite cured meats after ham (cured and cooked), salami and mortadella, and recording a drop in consumption (-14% only in March 2023, but for months now there has been talk of a double-digit loss). The main reason for this reduction in consumption is linked to price: One in two Italians state that the typical certified cured meat now costs too much for his or her budget, especially when compared to other cured meats, deciding to move towards other products and sausages such as cured ham (43%), cooked ham (39%) mortadella (26%) and salami (20%). Yet, the positive perception of the product has not changed. Bresaola della Valtellina PGI retains, and perhaps even increases, its appeal: among the reasons for consumption, the practicality/quickness of preparation (51%) and its lightness and protein content with a good quality/quantity protein/price ratio (50%) are tied for first place, followed by its being synonymous with Made in Italy excellence, guaranteed by PGI certification (37%). When asked about the nutritional pluses of Bresaola, Italians are generally well informed: more than 1 Italian in 2 recognises that Bresaola della Valtellina PGI is a rich combination of noble proteins, vitamins and minerals that make it ideal before and after physical activity (54%). THE IMPORTANCE OF CERTIFICATION As many as 8 out of 10 Italians choose certified meat. Among the reasons for this choice, for 53% there is the guarantee of the PGI certification, followed with 48% by the quality of the ingredient (only selected and first choice meats) and the safety guarantee made of controls at all levels (43%). Today, Bresaola della Valtellina PGI is the favourite cured meat for 3 out of 10 Italians (30%), especially for Millennials (35%) and, when asked about the frequency of consumption of Bresaola della Valtellina PGI, more than half of Italians (53%) eat it at least once a week (among them, 2 out of 5 eat it several times a week). While almost 1 in 2 Italians (47%) consume it less than once a week. “Consumption has dropped but the image of Bresaola della Valtellina PGI remains high,” comments Mario Francesco Moro , President of the Consortium for the Protection of Bresaola della Valtellina. It is therefore to be hoped that in the coming months the trend can be reversed, precisely because the switch to products perceived as less healthy can, in the long run, become a problem for the consumer. We have been saying this for months: spending a little more for a quality product is a winning choice, even if it is difficult for the family economy’. AT PAGE 30 DID YOU KNOW? Under 25 at the restaurant, a customer to spoil SPECIAL MENUS AT REDUCED PRICES, WITH AN EYE ON FOOD COSTS, BUT ALSO SOCIAL TABLES AND LIGHTENED SERVICE COUNTER: BRINGING A YOUNG CUSTOMER TO THE RESTAURANT IS AN INVESTMENT IN THE FUTURE OF YOUR BUSINESS AND HOSPITALITY by Anna Muzio The future generation of customers, even high spenders, are them: the under 25s. Today’s Niko Romito , del Ristorante Reale