For Italian consumers, the cheese is the second most important brand in the food sector, after Nutella. For the "boomers" group (aged 52-70, or 15 million Italians), it is the top brand in the food sector and the fifth in all sectors.
Each year, Ipsos conducts a survey of a sample of Italian consumers to identify the international brands considered the most reliable, the most influential and "unique."
The Ipsos survey showed that, for Italian consumers, Parmigiano Reggiano is a brand "I trust" (60%), "that I use regularly" (65%), "that represents me as an Italian" (65%), and "that is eco-responsible" (a quarter of respondents).
The director of the Parmigiano Reggiano Consortium, Riccardo Deserti, said, "In 2018, we are confirmed as one of the most appreciated international brands, and, for the second year in a row, as the first global AOP brand.
“Italian consumers recognize - and reward - the unique character of Parmigiano Reggiano, resulting from its absolute naturalness, the know-how of its craftsmen, handed down from generation to generation for a thousand years, and its close link with the territory.”
Deserti added the results of the Ipsos survey reflect the success of the Consortium's brand repositioning strategy, with the aim of raising consumer awareness of AOP Parmigiano Reggiano.
He added, “2018 is more specifically a record year for the brand in terms of investments in advertising, marketing and public relations, for the development of demand in Italy and abroad: the Consortium plans investments of €20.3m ($23.5m) for 2018, €7m ($8.1m) more than the previous year.”
Deserti said, "The other interesting element that emerges from the Ipsos ranking is the perception of Parmigiano Reggiano not only as a product, but also as a way of life.”