The consumption of superfoods has boomed in the past few years. Since 2010, a 487% increase has been registered for avocados and a 791% increase for kale. After a peak in 2014, goji berries have slowed down, but consumption is still 300 times that of 6 years ago. The consumption of chilli peppers has doubled, that of red fruits has tripled (170%), just like that of dates (+160%), while ginger consumption increased by 670%. And this is just to name a few.
"Often consumers do not really know the products well, but are purchasing them anyway. In addition, if we analyse their Google searchers, we can see that they have been researching them. Almost one in two (48%) report trying new brands often because they want a change and are bored with the usual stuff. Only the British are more willing to experiment (50%).
According to the General Director, the increase in consumption is part of the new purchase trends characterising Italian consumers.
Superfood consumption trend. Click here to enlarge. (Source: 2016 Coop report)
Avocado consumption trend. Click here to enlarge. (Source: 2016 Coop report)
The Report draws up a profile of new Italian consumers. 55% read labels carefully, more than in other European countries. In addition, they look at the store layout more than the French, Germans, Spanish and British, they consider discounts and special promotions but, most of all, they focus on prices less than the others, albeit only if the product is healthy.
Albino Russo, General Director for Coop Italia, during the presentation of the 2016 report.
65% actively look for healthy products against 52% of the Germans, 53% of the French, 51% of the British and 50% of the Spanish. Also, when asked about which products they would like to find on the shelves, 1 in 3 explained that they would like something healthy and 1 in 4 said something with natural ingredients.
Un momento della presentazione di ieri.
It also seems like Italians are eating less. The consumption of meat, especially red meat, has dropped, as well as that of cereals. But they do eat better. In 2000, Italians ate on average 2 kg and a half of food (2.58), while now the figure has dropped by 200 grams. The consumption of fish has increased, just like that of fresh produce (+10% since 2010)."
The consumption of organic food has also increased - +21% in the first six months of 2016. While most of the value in this sector (74%) comes from those consumers who buy organic products every week, "it is no longer a niche segment."
How the products purchased have changed. Click here to enlarge. (Source: 2016 Coop report)
Despite all this positive news, it must be said that the money spent remains the same. The fresh product market, for example, has seen an increase of only 0.3%. Set weight products grew by 3%, while variable weight products dropped by 2.7%. However, it must be stressed that this data refers to all fresh products - meat, fish, dairy products, cold cuts, fresh fruit, dried fruit and vegetables. The last three have grown by 4.3, 14.8 and 0.9% respectively.