The concern for the possible repercussions of the duties signed by Donald Trumpbut there is some factor that gives hope. Yes, because the quality of Italian products continues to make a difference and many Americans do not seem willing to deprive themselves of tricolor excellence. The investigation by Centromarca He lit the spotlight on the impact that the stars and stripes rates will have on the brand industry and a detail has emerged that allows cautious and partial optimism.
If it is true that Trump’s decision creates an unprecedented discontinuity in the global market and it will take time and a large -scale diplomatic activity to recover it, it must be said that Six in ten Americans will continue to spend the same figures for local products at least. Entering the detail of the research conducted in these days in the United States by Yougov for Centromarca, about half of American consumers use Italian grocker products: 14 percent do it every week, while 25 percent monthly. Well, the data that emerges from the study is encouraging. If it is true that regarding the duties only 16% of total American consumers claim to be willing to pay more to buy Italian grocery products, 48% say they are willing to spend the same figure that pays out for other products. But it is above all on the usual consumers of Grocery Made in Italy products that you have to pay attention. What will do, once the duties have become operational, who today buys each often an Italian product? Well: “Made one hundred those who consume Grocery Made in Italy products, 47% claim that in the event of an increase in duties it would maintain the amount of Italian products purchasedwhile 30% would reduce it. “
Among the elements that guide the purchase of Made in ItalyIn fact, they excel perceived quality, reputation of the brand and quality/price ratio. And certain things do not replace easily. Among the products usually used by the Americans in the top five positions are found pasta (50 percent quotes), followed by olive oil (46 percent), cheeses (38 percent), sauces (37 percent) e wine (33 percent). In short, the desire for Italian products seems to be able to overcome the rock of the duties. The Parmesan of Parmesan is better, just as the gorgonzola of other poor cheeses of flavor is better. The love of US citizens for our olive oil, for the Prosecco DOP or for coffee is emblematic. In short, a usual consumer out of two is willing to face Trump’s narrow – and therefore more full -bodied rates – in order not to deprive himself of our food & beverage.
For 54 percent of US consumers, in fact, buying a food product of Italian brand is synonymous with goodness, for 49 percent quality of raw materials, for 36% of safety and health protection. And at the same time the US market represents one vital outlet For grocery productions and also for non -Italian food. In a nutshell: between 2023 and 2024 the increase in value imports in the USA was +16 percent, from 8.5 to 9.9 billion euros. The food went from 6.8 to 8.0 billion euros, while the products for the care of the house and the person from 1.7 to 1.9 billion euros. The growth of the Grocery turnover from 2014 to 2024: +161 percent, from 3.8 to 9.9 billion euros.
In short, the situation is delicate but must be faced with wisdom. As also highlighted by Prime Minister Giorgia Meloni, the priority is Avoid the war of duties. So Vittorio Cino, general manager of Centromarca: “As a brand industry, we do not hope for commercial reprisals, which would further exacerbate international tensions. We make the considerations of the President of the Republic, Sergio Mattarella, ours, when he asks for a Serena, compact and determined European response. We hope that the union varies an all -field negotiation activity to protect the social and economic interests of the population”.
Let me be clear: it’s not all roses and flowers. On the contrary. According to what is highlighted by Coldiretti, the duties set by Trump on agro -food products made in Italy will lead to a 1.6 billion increase in American consumers and could cost 3 billion euros per year of non -income for the Italian production sector. In addition, one of the alarms circulated in the past few hours is the boom ofItalian soundingthat is, of the spread of tarot products: if the real Parmesan costs too much, the US consumer could turn on Parmesan and various imitations. “20% duties will be added to an existing taxation – says Matteo Prandini a Republic -The most affected supply chain will be that of the dairy, where taxes will reach 35%. The Americans will pay 6 euros of taxes on a kilo of Grana Padano instead of the current 2.4 euros. We risk moving from a mid -range market to a niche. “The search for centromarca leaves a glimpse of the possible repercussions open, but woe to underestimate the dossier. And above all, as Prandini explains,” we will have to work so that the Americans increasingly recognize the quality of our products “.
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