Preserved vegetables for contemporary lifestyles

In the market for preserved vegetables, which is approaching 1,3 billion euros, driven by olives and pulses, consumers are seeking versatility, wellbeing and waste-reducing formats. Technological innovation focused on supply-chain traceability and clean-label packaging is growing.

In the year ending 24 May 2026, the sector (NIQ data, total Italy, Hypermarkets+Supermarkets+Free-service stores+Discount stores) generated a turnover of almost 1,3 billion euros, recording a flat value trend of 0,1% compared with the previous year, with volume sales growing by 0,7% to reach 297,5 million kilograms. “This trend,” states Stefano Battaglia of NIQ, “is mainly attributable to a contraction in the average price, which stands at 4,33 euros per kg (-0,8%). The assortment per point of sale is growing (+0,5%), as is promotional intensity (20% and +1,3%).”

Performance of geographical areas and distribution channels

Value growth is concentrated in Central-Southern Italy; in particular, in Area 39,8%, +0,5% in value and 116,2 in volume were recorded. This is followed by Area +0,4%, with 28% in value and 23,7% in volume. Northern Italy is contracting: Area 8,5% remains the most important market, with sales location in value amounting to 2,1% and in volume at 27,8%, despite a decline of 1,2% in value (+0,2% in volume), while Area 2 lost 1,3% in value and 1,4% in volume. “In terms of market share,” Stefano Battaglia continues, “Area 1 is followed in importance by Area 3 (25% of turnover and 25,9% of volumes), which has an average listing per point of sale of 79,2, up 0,4% on the previous year; the average number of references has positive trends in all areas, except Area 2, where it is flat, while remaining the highest (101,3 references per point of sale).” In terms of market share, Area 2 follows with 24,1% of turnover, and Area 4 with 21%. Within the distribution channels, supermarkets, which account for the above-mentioned share of category turnover, record the above-mentioned growth in turnover, also driven by the corresponding increase in the number of references per point of sale. They are followed by discount stores, hypermarkets and, finally, free-service stores, with their respective sales-location values as stated above. Volume growth was observed across all channels, except free-service stores, where the decline is mainly attributable to the pickled-in-oil segment, which is contracting across all channels and areas, and to tinned peas.

Performance of the segments

26,5% of category turnover is contributed by olives, which achieve turnover of 341,2 million euros, up 4,4% on last year. Volume sales in the segment are also growing (39,8 million kg sold; +5,5%). They are followed by other vegetable pulses and tinned cereals, with a share of 25% and turnover of 322,2 million euros (+0,2%). Here too, volume sales are growing (98,9 million kg; +2,7%). In third place, with a share of 18% of category turnover (232,3 million euros), are pickled vegetables in oil, contracting in value (-3,6%) and in volume, with a trend of -3,2% and 30,9 million kg sold. This performance is attributable to a decline in promotional intensity and in the number of references per point of sale, as well as to a high price index versus the category (174 vs tinned vegetables). The next segments by value market share are tinned beans (14,2%), with 182,9 million euros (-1,8%) and 84,1 million kg sold (-0,4%); pickles (10,5%), with 135,8 million euros (-1,1%) and 19,3 million kg sold (+0,5%); and tinned peas (5,7%), with 73,4 million euros (-3,7%) and 24,4 million kg sold (-5,4%). Looking at the segments in greater detail, within the olive segment we find the sub-segments of green olives, the leading one for value sales (341,2 million euros; +4,4%); stuffed/seasoned olives (99,4 million euros; +3,7%); black olives (77,7 million euros; +0,9%); and mixed olives (5 million euros; +10,5%). “As regards volume performance,” comments the Nielsen IQ analyst, “both green olives and stuffed/seasoned olives show positive trends (+9,8% and +3,7% versus last year), while mixed olives show a decline of -1,7%. The mixed-olive segment is expanding strongly (+35,3% in volume), thanks to a sharp fall in the average price (9,61 euros per kg; -18,3%) and an increase in the number of references per point of sale of +2,6%. The impetus for the green-olive sub-segment is attributable to the combined effect of promotional pressure (equal to 25,7%; + 2%) and a higher number of SKUs per point of sale (9,1; +1,5%).” In the other vegetable pulses and tinned cereals segment, chickpeas and sweetcorn are the two leading sub-segments, recording respectively 95,5 million euros (+3,6%) and 86 million euros (-4,2%). They are followed by lentils (36,4 million euros; +1,7%). Chickpea growth is driven by a contraction in the average price per kg (2,32 euros; -1,3%) and an increase in SKUs per point of sale (+2,5%). For sweetcorn, on the other hand, the fall in prices per kg and per pack does not offset the reduction in the number of SKUs per store, resulting in a decline in the sub-segment both in value and volume. In the same segment, mushrooms and asparagus, although still residual, show encouraging growth trends both in value (respectively +0,8% and +2,4%) and in volume (+5,2% and +1,2%). All sub-segments of the pickled-in-oil category are contracting: artichoke hearts (-3,8% in value and -2,9% in volume), with 77 million euros and 10,6 million kg sold; mushrooms (-4,1% in value and -3,9% in volume), with 74,2 million euros and 9,7 million kg sold; mixed vegetables (-9,6% in value and -13% in volume), with 8,2 million euros and 1 million kg sold; and other products (-2,2% in value and -1,6% in volume), with 73 million euros and 9,6 million kg sold. In the pickles segment, only cucumbers show value growth, amounting to +3,5%, with 37,8 million euros, while all other sub-segments are declining, particularly onions (-7,8%) with 23,5 million euros.

Read more about DM Magazine July-August 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.