Ancc-Coop, Italian food goes green

The pandemic has greatly changed the habits of Italians and food has also been involved in these transformations, leaving it profoundly different and colored green. One in 2 Italians has changed their eating habits, some indulging in food comfort (23% are those who have gained weight – on average + 5.8 kg) and those taking advantage of it for a more balanced and healthy diet (15% those who lost weight on average –7.1 kg). This is what emerges from the digital preview of the “Coop 2021 Report – Economy, Consumption and Lifestyles of Italians of Today and Tomorrow” drawn up by the Ancc-Coop Studies Office (National Association of Consumer Cooperatives) with the scientific collaboration of Nomisma, the analysis support of Nielsen and the original contributions of Gfk, Gs1-Osservatorio Immagino, Iri Information Resources, Mediobanca Ufficio Studi, Npd, Crif, Tetra Pak Italia If only 18% do not recognize themselves in any food culture and 24% refers only to the Mediterranean diet, more than half of Italians recognize themselves also or exclusively in other food identities (bio, veg & veg, gourmet, high-protein and low carbs), but the real novelty of 2021 is the appearance of the new tribe of climatarians, that is of those (1 Italian out of 6) who declare to adjust their diet to reduce the environmental impact. And in any case, the environment becomes a reference for many Italians; 88% associate the concept of sustainability with food which means for 33% to have a respectful production method, for another 33% attention to packaging, for 21% it is synonymous with origin and supply chain and for 9% of responsibility ethics. Thus, 13% is reducing the consumption of meat (the so-called reducetarians), local and seasonal products are preferred, veg are also consumed by those looking for only a protein alternative to meat and double the sales of new generation vegan proposals ( drinks, bechamel, ready meals). And it is no coincidence that Italians recognize climate warming as the main driver of change in the food of the future, both by predicting a greater scarcity due to climate change (26%), and by imagining that to save the climate it will be necessary to change our diet ( 32%). For Italians, help will come from science and technology (26%) and in this sense among the new entries on the tables of Italians between now and 10 years there are vegetable foods with the flavor of meat, based on algae, insect meal and also in vitro cultured meat. In reality, the food revolution is already underway. Investments in 2020 alone in next generation food and beverages amounted to 6.2 billion Italians also confirm a strong focus on well-being and product quality. 83% of our compatriots say they are willing to spend more to buy products with certified quality (after us 80% of Chinese and only after Europeans and Americans). The attention that Italians pay to the label also increases; thus the indications on the origin and provenance of food are decisive for the purchase for 39% of Italians, for 28% the nutritional values ​​and following the production method (for 26%). In essence, Italians seem to pay increasing attention to the intrinsic content of products and are increasingly delegating their choices to an unconditional trust in the brand and are less and less willing to pay for pure image content, a phenomenon of the progressive decline of the brand. which has been going on for some time, made evident not only by the advent of discount stores (today 20% of large-scale retail sales) but also by the crisis in other modern distribution channels (from 2013 to date the loss of share of major brands is equal to – 9%) offset by Mdd (+ 9% in the same period of time) and also by small producers (+ 3%), evidently quicker in intercepting the new changing needs of consumers.

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