Italian organic food industry is getting increasingly better. Most important markers show a remarkable economic growth: commercial areas (+7,5% compared to 2014), operators (+8,2%), sales (+15%). Export performances are outstanding too: +408% compared to 2008, +16% compared to 2015.
These data are provided by Oversight committee SANA-ICE 2016 “Tutti i numeri del Bio”, promoted and supported by ICE in cooperation with BolognaFiere. This survey has been realised by Nomisma, supported by FederBio and AssoBio.
Up to 74% Italian families bought at least one organic food product over the last 12 months, compared to 69% in 2015. This means 7 families out of 10 in Italy (about 18 millions families) bought organic food at least once over the last year.
Organic food purchase is growing: by now, it represents on average 3,1% of total grocery shopping (compared to 1,3% in 2013).
Many consumers grow easily fond of organic food after a single tasting: 90% started buying it 2 or 3 years ago, and 25% eat regularly organic food (every day) or at least once a week (43%).
ORGANIC FOOD CONSUMERS – Many different factors influence preference for organic products. Starting with consumers’ high levels of education (81%). Then we must consider incomes – purchase penetration rate is higher in richer families (78%) compared to 64% in poorer ones – and the presence of 12 years old (or younger) children (77%).
Also food customs influence preference for organic food. Penetration rate is high (87%) in families including vegetarians or vegans. If one or more than one member of a family is affected by a food-borne illness, penetration rate is higher than the national average (85%).
WHAT’S IN THE SHOPPING CART – Looking at Italian families’ organic food purchases, fresh fruits and vegetables place at number one in the top ten (74% families bought it once, at least), followed by extra virgin olive oil (62%), eggs (53%), honey (45%), preserves and jam (45%), curd cheese (44%), yogurt and butter (41%), rice and pasta (41%). Most consumers prefer organic food because of safety: 27% think this kind of food to be healthier. Among the other reasons to buy organic food we can find respect for the environment and biodiversity (20%) and a better food control (14%).
HOW TO CHOOSE FOOD – Speaking about organic products selection criteria, first of all we find food origin: 32% families choose according to the products’ Italian origin, 14% according to a Dop-Igp brand. Brand name is a second position selection driver: 15% buy according to the supermarket’s brand, 9% according to the manufacturer’s one.
Cheapness seems to be less important: only 14% buy organic food according to promotions, and 9% according to low prices.
WHERE – Most organic food consumers prefer to buy in large-scale retail trade supermarkets (where 60% purchased at least once) or in organic food party stores (28%). Comfort is the first reason for customers to choose large-scale retail trade (34% prefer to go shopping in only one supermarket), while 16% think supermarkets to sell organic food at a lower price. Some customers choose party store thanks to organic products broad set.
EXPORT – Organic food raises interest everywhere, not only in Italy. Nomisma survey for SANA-ICE 2016 shows a remarkable interest from USA and Canada consumers. In the US 81% families purchased organic food at least once over the last 12 months. More than Canada, where only 76% families did the same. Both Canadian and US families like Made in Italy organic food: 10% USA consumers and 5% Canadian ones tried it at least once. Italian organic products have a good reputation even if they are still characterized by an untapped potential.
USA consumers seem consider Italy as number one manufacturer with regard to best quality organic food products. That’s what 33% American consumers think.
