PDO and PGI, only 27% of consumers are aware of the higher quality

The PDO and PGI agri-food products born thirty years ago as a niche are now a cornerstone of Made in Italy: around 20 million euros in turnover, half of which is achieved on foreign markets and tens of thousands of operators involved in all Italy. But despite the great progress made over the years, also thanks to the positive relationship with the food industry, they still boast important margins for growth.

Which are linked above all to better knowledge on the part of consumers and even more so to the possibility that consumers and the market fully recognize the added value. Because while on the one hand almost all of the public now knows how to recognize a PDO or PGI brand, the true meaning underlying an EU recognition and above all the real value are not yet in the public domain.

This is what emerges from the research “Knowledge and perception of value of PDO and PGI denominations among consumers in Italy” carried out by the Luiss Business School with the support of Amazon Italy and presented this morning in Rome. «Over 96% of Italians – they explain at the Luiss Business School – know how to recognize a PDO and PGI brand but the percentage drops to 55% if we refer to consumers who are aware that the distinctive character of a PDO and PGI agri-food product is in the link with a geographical place, with a specific territory. But above all, the data shows that only 27% of consumers are convinced that the true value of a quality production certified under the EU brand is of higher quality than the average and therefore they are willing to recognize its positioning in higher price ranges compared to other foodstuffs”.

Among the aspects that are clear to consumers is the threat posed to the universe of PDO and PGI products by counterfeiting. However, to combat fakes, 85% of those interviewed believe it is important to increase controls and sanctions, but 84.5% of them believe it is important to improve consumer awareness and 81.5% believe it is important to strengthen collaboration between producers and distributors .

Even if it is not always clear what is behind a PDO brand, however, consumers are inclined to recognize added value in such products. More specifically, more than a quarter of those interviewed believe that an EU-branded product has a value 15% higher than that of other foods; 7.4% are ready to recognize a price up to 20% higher. While 35% of those interviewed believe that the economic value differential should be between 6% and 10%.