Pickles and pickles, a winning choice (not only for happy hour): sales are booming

Milan - Olives and Martini. Spritz and giardiniera. Spring onions and Gewürztraminer. The aperitif is an “essential” ritual for two out of three Italians, says a study by AstraRicerche on trends and curiosities of the happy hour. And alongside the drink “there is increasingly a vegetable accompaniment in oil, vinegar or brine”: olives and gherkins, dried tomatoes, onions and spring onions, artichokes, mushrooms and aubergines, peppers, courgettes and carrots. A classic happy hour combination.

“The 2024 Nielsen data clearly show how these products continue to be a winning choice – comments Stefano Pucci, producer and president of the Group of pickled vegetables, vinegar and brine of Unione Italiana Food –. Compared to 2023, last year the sector sold 178,839 tons in the retail segment (+1.3%) generating a value of 1 billion (+3.7%)”. The data were presented yesterday in Milan at the second meeting of the “Fatti Sotto” campaign of Unione Italiana Food, an association that brings together 530 excellences in the food industry.

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