Greek Honey in Italy: Challenges and opportunities

The global honey market is currently valued at approximately $10 billion and is expected to grow at a compound annual growth rate of 4.62% during the period 2024-2032, reaching $14.66 billion in 2032.

It is noted that honey, in addition to being a standalone product, is widely used as an ingredient in foods, beverages, and cosmetics around the world.

In the European Union, the largest honey producers are Romania, Spain, Hungary, Germany, Italy, Greece, France, and Poland, which are mainly located in central and southern Europe, where climatic conditions are favorable for beekeeping. The European Union also produces various other beekeeping products, such as pollen, propolis, royal jelly, and wax.

According to a study by the Office of Economic and Commercial Affairs in Milan, Italy, as a primary production region, cannot compete in terms of mass and cheap production, due to its relatively small size. Despite the possible extroversion through collaborations of small producers, the country also has to cover its internal needs, usually through honey imports.

Italian consumers highly value honey as a basic ingredient of Italian cuisine and there is a steady demand for honey on the Italian market, as it is a product rich in nutrients and has a pleasant taste. Consumers are increasingly embracing a healthy diet as part of their lifestyle. Honey is considered a natural sweetener and a healthy alternative to sugar, making it sought after by many consumers.

However, honey production also presents challenges. According to the study, in addition to climate change, one problem facing Italian honey production is, among other things, the lack of space that has not been polluted by industrial agriculture.

Urban beehives

An innovative project has encouraged the proliferation of urban beehives even on city rooftops. In Turin, for example, 120,000 bees have been placed in the city, as “guardians of the environment”, producing sufficient quantities of honey.

According to the study, the presence of Greek products in the Italian market is notable and represents a range of different products from various sectors, including food, drinks, cosmetics, and health food products. Greek companies are investing significantly in exporting their products to Italy, taking advantage of the reputation and recognition of Greek food in the global market. Foods such as Greek olive oil, yogurt, Greek olives, feta cheese, beekeeping products such as honey, and herbs are some of the popular Greek products consumed in Italy.

Specifically in terms of honey, the main categories of Greek honey exported to Italy include thyme, pine honey, fir honey, as well as flower honey, which are particularly popular with Italian consumers due to their high quality.

Italians prefer darker varieties

The Greek honey market in Italy is influenced by factors such as the increase in demand for organic products and the growing consumer preference for products with authentic flavors. In terms of color, Italian consumers seem to prefer darker varieties from Greece.

However, competition with other imported honey is intense, with countries such as Hungary, Romania, and Spain holding significant market shares. Also, Poland and Ukraine with lower prices are securing market shares.

However, according to the study, it seems that there are prospects for Greek beekeeping products in the Italian market and the factors that support this assessment are, among others, the potentially growing demand, high quality, ecological practice,s and the common European market.

Based on these factors, there is room for expansion of Greek beekeeping products in the Italian market, provided that their quality and sustainable production are maintained and targeted and well-planned promotion and visibility actions are carried out.

On the other hand, the challenges for Greek honey in the Italian market include, according to the study, competition, added value, quality standards and legislation, finding suitable commercial partners and distributors in Italy, and climate changes that may affect the quality and production of honey, causing instability in supply.

Honey producers in Greece must address these challenges with strategy and innovation, in order to consolidate their presence in the Italian market and exploit the opportunities for growth.

To address the challenges, the study suggests ways such as promoting Greek beekeeping products through effective marketing campaigns, collaborating with local importers and distributors that are already established in the Italian market, and familiarizing and adapting Greek producers to Italian legislation and quality standards.

Furthermore, due to the significant Italian honey production, there are also great opportunities for collaboration and activity for Greek companies that supply beekeepers with equipment and bee feed.

With a strategic approach and a focus on quality and promotion, Greek beekeepers and exporters can successfully address the challenges of the Italian market and benefit from growth opportunities.

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