The Opportunities of Made in Italy Food in Chinese Market

17 Pages Posted: 9 Jul 2013

Date Written: July 1, 2013


Chinese food habits are currently experiencing rapid changes. The increased buying power of the consumers has led to the adoption of a new lifestyle which affects also their diet – both in quantity and quality. Consumption rates have grown particularly high for meat, dairy, fish, oil, pasta and confectionery products. This trend has caused a sudden boom in food imports, with China becoming the world’s largest market and an essential opportunity for Italian business.

The present study aims to outline the market potentiality of the Italian agro-food sectors which enjoy higher competitiveness. We also focus on some issues concerning the positioning of such food products in Chinese market. Their success is likely to foment Italian sounding phenomena – unfair competition set out to evoke an Italian image, in the absence of proper requirements.

Company strategies are heavily influenced by such imitation activity: not only food safety is at stake, but the very transparency of international trade. Markets end up rewarding opportunistic behaviors – due to high transaction costs and manifest information asymmetries – and might lead to specific kinds of market failure.

Keywords: Agricultural trade, Chinese market, Made in Italy food, Italian Sounding

JEL Classification: Q13, Q17

Suggested Citation

De Pin, Antonio, The Opportunities of Made in Italy Food in Chinese Market (July 1, 2013). University Ca' Foscari of Venice, Dept. of Economics Research Paper Series No. 15/WP/2013. Available at SSRN: or

Antonio De Pin (Contact Author)

Ca' Foscari Venezia ( email )

Cannaregio 873
Venice, Venezia 30121
00390412347414 (Phone)
00390412347444 (Fax)

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