Sales of pre-sliced Parma Ham enjoyed an uplift of 21% in 2020, a positive trend bound to last even after the COVID-19 pandemic. Excellent results were observed in Italy, with the United Kingdom, United States, and Germany as the main export markets. In general, the ongoing lockdown of the HORECA industry continues to affect the sector.

Just under 100 million packs of pre-sliced Parma Ham were sold in 2020, an increase of 21% year-on-year. Sales were undoubtedly boosted by the lockdown due to the COVID-19 pandemic, as well as particularly low prices and the extension of pack shelf-life - a key element for numerous countries. In general, all Parma Ham's key markets are growing – the Italian market recorded a 32% increase with exports growing by 17%.

Exports were extraordinary in the United Kingdom, where an eyewatering 1,455,470kg of Parma Ham (over 18 million packs) was sold (a 5.7% increase from 2019), and it remains the largest global market for pre-sliced Parma Ham, with the United States coming in second (grew by 46%) and Germany in third (grew by 12.7%).

Vittorio Capanna, President of the Consorzio del Prosciutto di Parma, commented:

“The pandemic certainly accelerated a trend that was already well underway - the increasing popularity of pre-sliced Parma Ham. While in Italy, consumption shifted from the deli counter to pre-sliced product, we also recorded a boom in consumption of pre-sliced Parma Ham through the retail channel abroad. This data is extremely important in revealing that pre-sliced ham has plenty of future growth potential and new positioning opportunities. Our challenge in the future will be to consolidate these brilliant results by investing in this segment of the market. Despite the extremely positive trend regarding pre-sliced Parma Ham, the ongoing lockdown of the HORECA industry has unfortunately caused an overall 15% drop of Parma Ham sales in 2020.”

Around 2 million hams – which account for 22.8% of Parma Ham production – were used in the pre-sliced market, a share that continues to increase.

Exports account for 71% of sales and are divided across more than 84 countries. Europe dominates in terms of pre-sliced Parma Ham, accounting for 83% of sales, mainly due to logistical and shelf-life related reasons. In 2020, every quarter reached record sales compared to the past, whereas monthly performances followed seasonal consumption trends with slowdowns at the beginning of the year, peaks in the summer, and around the Christmas period.

Parma Ham slicing and packaging operations are entirely carried out in thirty plants located within the production area and under the supervision of the control body inspectors, a key procedure to guarantee full traceability and product authenticity to consumers.

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About Parma Ham

Parma Ham is a Protected Designation of Origin (PDO) product and is 100% natural. The drying process that Parma Ham goes through creates a ham that is very low in fat content, with many mineral salts, vitamins, antioxidants, and easily digestible proteins. It also has no nitrites or nitrates as part of this process either. This means that Parma Ham is truly a food for everyone.

Prosciutto di Parma is produced in the hills surrounding the Italian town of Parma.

The unique taste of Parma Ham is dependent on the traditional production process passed down from Roman times, carefully controlled by the Consorzio del Prosciutto di Parma.  Only hams that have passed stringent curing regulations approved by the EU can be awarded the stamp of the Ducal crown – a five-pointed coronet logo with PARMA in the centre which is branded onto the ham's skin. The Ducal Crown is now a certification trademark.

For more information, please visit www.prosciuttodiparma.com.  

Editor's Note:

If you would like to receive more information about Prosciutto di Parma, please contact Melissa Economou at +44 (0)20 7389 9404 or email  m.economou@brand-dialogue.com.

CREDIT:

Consorzio del Prosciutto di Parma