Selenella – Consorzio Patata Italiana di Qualità also confirms the positive trend in 2020 with an increase in sales at value of +16.7% and at volume of +13.9%, in line with the trend of the potato market that closed last year with a growth in volumes of +9.4% and a value of +14.1%, reaching an aggregate turnover of over 400 million (Source: Nielsen). The 2020 performance of Selenella products has contributed significantly to the growth of the category both in terms of volume and value, keeping constant the price of sale and sale to the consumer, which has proven to be increasingly informed and attentive to the choice of products designed for specific characteristics of health, well-being and sustainability.
During the past year, the potato sector has recorded overall homogeneous growth for market areas with an average volume of 15.9% and a value of 14.1%;
this trend was also confirmed by Selenella, which peaked in Area 2 with +17.5% of volume sales and +22.2% in value.
As
regards the sales channels in which Selenella is present, supermarkets have a value share of 48% with an increase of +19.7%, in hyper the share is worth 25% with a growth of +17%, in discounters 15.4% up 8.2%, while in free service 12% (+16%). 
All positive indicators that testify to a strong loyalty on the part of the consumer that recognizes in a transversal way the quality of Selenella products, a brand of which a recent survey conducted by Nextplora confirmed the absolute leadership in terms of awareness in the potato sector and an excellent level of global knowledge within the fruit and vegetable sector.
“The excellent results achieved are an important recognition of the value of a supply chain that makes quality, innovation and sustainability at 360 ° its distinctive elements, recognized and appreciated every day by consumers”, underlines Massimo Cristiani,President of Selenella-Consorzio Patata Italiana di Qualità. “A success also confirmed by the first 2021 indicators and that for us represents a further push to face new challenges, from the consolidation of the other products of the Selenella range, carrots and onions, to an increasingly widespread distribution throughout Italy.”
