Who buys organic in Italy and why. How the sales network has changed. The new data on the great march of organic products.
Woman, 35-40 years old, children under 12, upper-middle income. And many others, finally. To the elitist profile of the typical customer of the organic 'goldsmiths' is now added a much wider audience of consumers who prefer organic for various excellent reasons. Health and animal welfare, quality of food, integrity of the supply chain, environmental protection.
Nomisma, Federbio e Assobio presented at the Sana Observatory 2018, for Bologna Fiere, a consumer profile whose breadth and maturity deserves closer attention. The democratization of organic drives a growth in sales in Italy that continues by affirming, indeed, a broader market base (+6.5% in 2017, after a record 2016, +10%).
Organic, those who produce do not consume
According to the Observatory, which interviewed a sample of 600 families, 8 out of 10 families purchased at least one organic product in 2017. Among these, 42% are regular organic buyers, with at least weekly frequency.
The geography of consumption is similar to that of 2016. The driving force is located in the North of the country, where 60% of spending is concentrated (36.2% in the Northwest, 27.7% in the Northeast). The Center, which together with Sardinia accounts for 24.7% of the market, increased consumption by 0.3%, high in proportion to the population. The South, however, produces but does not consume. Here are the largest certified areas and productions and yet consumption remains low, although registering a minimal growth (0.5%).
Organic, a choice for the rich?
Education level and income affect the habitual choice of organic foods, as has already emerged regarding the propensity to follow the Mediterranean diet. The price factor, initially so high as to reserve organic food for the wealthiest, is however an element of great dynamism.
The prices of organic products have steadily decreased in large retail outlets. The democratization of organic products long called for on these pages. Leaving to boutiques of organic products the destination of shopping forelite.
Organic, the role of supermarkets and discount stores
Modern distribution in a few years has taken on a crucial role in the sale of organic products. Not only because of the figures (+2% in 2017) and the user base (44% of regular consumers, compared to 19% who instead turn to specialized stores, -3.4%), but also for the contribution to a price-capping effect.
I discount continue to be successful. Their market share has increased by 1.4%, reaching 6% of organic food sales. They discount have already surpassed specialized stores in three categories of organic foods:
– fresh eggs (9.5% vs. 0.8%),
– oils and vegetable fats (10.5%, four times that of specialized stores, 2.6%),
– cereals and derivatives (11.2%, compared to 5.9% of boutiques of organic).
The most appreciated organic
With a total volume of sales of 3.552 billion euros (5.612 including exports), organic consumption represented 3% of agri-food consumption in the first half of 2018 (it was 2.8% in the same period in 2017).
Fruit and vegetables, according to Ismea data, remain the best-selling foods. They are followed by cereals and derivatives (pasta, flour, rice), milk and derivatives (yogurt primarily), eggs and non-alcoholic beverages (such as fruit juices).
Honey and eggs are growing by leaps and bounds. Where organic represents, respectively, 14.5% and 13.2% of total sales. The propensity to spend a little more to obtain the added value of the organic version of foods already relatively inexpensive.
Professional journalist since January 1995, she has worked for daily newspapers (Il Messaggero, Paese Sera, La Stampa) and magazines (NumeroUno, Il Salvagente). Author of journalistic investigations on food, she published the volume 'Reading labels to know what we eat.'
