A5.2.5 A5.2.5 SAFFRON SALES DEPENDING ON BRAND NAME AND LABELSFollowing table shows the percentage sales volume in kg in Spainwith reference to the various saffron brand names.Mass (kg) 2003 2004 2005Carmencita 976 1 147 960Ducros 240 226 184Pote Seco 1 686 1 662 1 092Granja San Francisco 106 42 15Dani 137 105 87Private Label 200 213 141Other brands 1 006 1 038 860Mass (%)Carmencita 22,4 25,9 28,8Ducros 5,5 5,1 5,5Pote Seco 38,7 37,5 32,7Granja San Francisco 2,4 0,9 0,5Dani 3,2 2,4 2,6Private Label 4,6 4,8 4,2Other brands 23,1 23,4 25,7Table 20. Mass percentage in kg of Spanish saffron sales withreference to brand namesGraph 13. Market shares of saffron production or import companiesin Greece for the year 2005202
In Greece the total volume of saffron sold in Greek supermarkets forthe years 2004 and 2005 is 77.505 kg and 130.320 kg respectively. Accordingto the total revenues of the Cooperative, the Greek market sales for theyears 2004 and 2005 are 262.860 kg and 315.196 kg respectively. Thus,the sales of the Cooperative increased at 19,90% regarding volume, and at26,04% regarding value for 2005 compared to 2004. The difference observedbetween the distribution of Greek saffron by the Cooperative and the salesthrough supermarkets (evaluated by the IRI research company) is attributedto the fact that the cooperative supplies also other retailers besidessupermarkets, such as pharmacies etc. During last years, an increase insales has been observed in the Greek market, in which the Cooperative ofKozani participates with more than 90% of direct retail sales.In Italy the market is very centralized: “Bonetti” enterprise, is the leaderin the sector, with a total turnover of more than 50%.Smaller companies follow such as: “Aromatica”, “Cameo” and “Monreale”that assure more than 80% of the sales per turnover. “Aromatica” and“Cameo” have a less developed distribution network than “Bonetti” andoffer lower prices.There are also some regional brand names such as “Zaffermec” in zone2, “Monreale” in zone 3 and “Cannamela” and “Drog & Alim” in zone 4. Inaddition, the company “Marche Private” is holding more than 10% of themarket share in all zones except for zone 1.The loss for “Bonetti” during the last three years is to the advantageof “Monreale” and “Aromatica”, who managed to increase sales by offeringlower prices.A5.2.6 COMMERCIALIZATION OF PRODUCTS PREPARED WITH SAFFRONSPICEApart from the common commercialization forms of saffron (threadsand powder) that are found in all Europe, there are also other commercializationforms:In Spain, tea, sweets and chocolate are prepared with saffron. Saffronis also used for dyeing.In Sardinia, the main products prepared with saffron are fresh pastry,pastes and a kind of liqueur. Sardinian saffron is not always usedfor the preparation of the above products. Saffron is also used as dyeingmaterial, for instance, for coloring the silk belt of the traditional dressof Orgosolo (Orgosolo is a village located in the center of Sardinia). Theuse of saffron as a dye for high quality garments (Haute Couture) couldrepresent a new very profitable market possibility.203
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