New research conducted for the Italian organic trade group Assobio reveals that Italians have a growing appetite for organic breakfast foods.
The study, from the Nomisma consultancy, shows that organic breakfast foods feature prominently in the top-selling organic food categories. Eggs, jams, puffed cereal cakes, milk substitutes, fresh milk, semolina pasta, whole yoghurt and biscuits, all put in higher than average sales performances.
This trends is just one of the drivers behind the 8% growth reported in the wider Italian organic products market, which is valued at around €3.5 billion.
Growing consumer confidence in organic products is underlined by the continuous increase in purchases. Large retail outlets account for about 45% of total organic food sales in Italy (reporting growth of 14% in 2018), with
supermarkets and hypermarkets the most important actors.
The data also shows a progressive focus not only healthy, but also eco-sustainable food choices:
- 52% buy organic looking for more health benefits or for advice from the doctor
- 47% believe that the organic brand is guarantee of greater safety and quality of the products
- 26% motivate the purchase with the attention to the protection of the environment
- Then the Italian origin of raw materials (58%
- The quality of the ingredients (54%)
- Production method as a whole (46%)