IV and V range: plenty of health without effort. Ready-to-eat products are growing
IV and V range: plenty of health without effort. Ready-to-eat products are growing
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Consumers, increasingly aware of the nutritional benefits of IV and V range products, do not want to invest time in processing vegetables, which is often lengthy and laborious. So they opt for ready-to-eat products, while the offering becomes more differentiated.
In the year ending 24 May 2026, the market generated total sales of approximately 1,3 billion euros, recording a positive value trend of 1,5% compared with the previous year. This growth was accompanied by equally positive volume performance (+1,3%), with almost 188 million kilograms sold, and unit performance (+0,9%). In this context, the average price proved to be virtually stable (6,79 euros, +0,2%), with an increase in the assortment, amounting to 30,8 units and +0,9% (NIQ data, Total Italy, Hypermarkets+Supermarkets+Self-service stores+Discount stores).
Geographical areas and distribution channels
«The -1% area remains the most important territory for the category in terms of value and volume – explains Elisabetta Fabbo of NIQ –, accounting
for 34,2% of turnover and 33,7% of kilograms sold, and recording positive performance, although below the market average (+0,7% in value and +0,9% in volume). This is followed by the 3 area, with a volume sales location of 27%, which stands out for its strong growth trends, both in value (+2,9%) and volume (+2,8%). The 2 area takes third place for its contribution in volume (sales location 21,7%) and is distinguished by negative trends (-0,4% in value and -0,7% in volume). In this case, the lever that has proved supportive for the category has hit the North-East particularly hard, where the average number of references for sale is down by 1,2%. Finally, the 4 area, with a volume sales location of 17,6%, records value growth of 3,8% and volume growth of 2,2%». In terms of channels, supermarkets represent the main value market, accounting for 45,3% of turnover and, together with hypermarkets (accounting for 23%), record the strongest trends. Within modern distribution, self-service stores have more limited growth both in value (+0,8%) and volume (+0,7%). Discount stores are ultimately the real exception and, with a volume sales location of 26,6%, record negative performance.
Segment performance
«In Total Italy – continues Elisabetta Fabbo –, 82,2% of turnover is made up of IV range vegetables, which nevertheless record a negative value trend (-0,3%) and volume trend (-0,4%). In this context, in addition to the decline in promotional activity, there has been a reduction in the average number of references for sale. Mixed/tender/crunchy salads, which represent the main propositions, are certainly driving the category’s decline, while enriched salads are an exception, with a value share of 4,4%. In fact, the segment records positive performance in value (+1,4%) and volume (+1,7%). The same situation can be seen for crudités, with more than substantial growth trends (+3,4% in value and +8,3% in volume)». The V range vegetables segment proves to be the second most significant in value (12%) and volume (14,6%), growing (+9,7% in value and +9,9% in volume) thanks to assortment support (7,3 references and +3,8%). IV and V range fruit also records an increase, not only due to an increase in the references generally present at the point of sale, but also thanks to promotions. These are in fact the only segments showing a positive variation in promotional intensity.
Read more about DM Magazine September 2026.
This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.
