by Marika De Vincenzi

Retail consumption of fresh meat in Italy showed diverging trends in the first nine months of 2026. According to CLAL’s analysis of Circana data (covering hypermarkets, supermarkets, small supermarkets and specialist food retailers), purchases of fresh pork increased by 6.2% in volume, while those of beef declined by 6.2%. Poultry and rabbit meat consumption remained broadly stable (+0.2%).

Consumer price trends have undoubtedly contributed to this scenario. As shown in the chart, which illustrates changes in retail prices compared with December 2018, beef prices have risen sharply since late 2024, widening the gap with pork, poultry and rabbit meat, whose prices have remained relatively stable in recent years.

These dynamics highlight growing pressure on beef’s competitiveness compared with other types of meat, as declining household purchasing power increasingly influences consumer spending decisions.

The cured meat and cold cuts segment also shows diverging trends: in the first nine months of 2026, purchase volumes of cooked ham (Prosciutto Cotto) declined by 4.8% and mortadella by 4.7%, while dry-cured ham (Prosciutto Crudo) increased by 2.5%. Growth was particularly strong in the non-PDO segment (+4.1%), also supported by a 1.2% decrease in average prices in this category.