"Back in 2000, the organic segment was a niche market representing only 0.7% of the market. We have now reached 3%. An item which has become very popular and last year reached a value of €84 million is organic jam. But dried fruit has also become more popular and reached a value of over €24 million. Good performance also for fresh-cut vegetables with €21 million. And there is still a lot of room for improvement."
"We will reach 20% of the market soon, because even the youngsters are more inclined towards organic products and will continue to be so as adults," stressed Roberto Pinton from Assobio.
Silvia Zucconi from Nomisma
Silvia Zucconi traced an identikit of the typical consumer - they are from central Italy, educated and with a medium/medium-high income. The penetration index in families has increased in the past 4 years - from 53% of 2012 to 74% in 2016, i.e. an increase of 1.2 million families who have purchased organic products at least once.
Pinton then listed some of the leading businesses in the organic sector: Canova (Almaverde Bio), which in 2015 had a turnover of €63 million for 34 thousand tons of produce; Osvaldo Pizzi with a turnover of €22 million and 10 thousand tons of produce; Brio with €70 million and 37 thousand tons.
Angelo Arrigoni (in the photo above) from Carrefour said that his chain is trying to make organic produce accessible to more people. He showed the photos of a store in Milan where organic fruit and vegetables are very popular also for mid-morning or afternoon snacks.
Vladimiro Adelmi (in the photo above) from Coop confirmed this trend and explained that a wide assortment favours purchases.