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Longevity in daily spending: how consumption is changing
Fermented products, microbiota, sugar and alcohol-free options, healthy fats, and high-protein foods: a YouGov research highlights how new health trends are shaping consumer choices. Retailers are called upon to evolve their product ranges, store layouts, and services. Health is no longer merely a matter of prevention or treatment; it is becoming a key driver of daily purchasing decisions, shaped by the concept of positive nutrition. Wellness is reshaping product assortments, store layouts, and strategies within modern retail. This picture emerged from the webinar “Longevity Enters the Shopping Cart – moderated by Cristina Lazzati, Editor-in-Chief of Mark Up, Gdoweek, and Fresh Point Magazine (prominent Italian business-to-business (B2B) trade publications focused on retail, marketing, consumer goods, and agribusiness) – which presented research by YouGov on the data and trends currently redefining the market. Health is now viewed as the third-ranked main concern for Italian consumers and has become the fifth key driver in regards to influencing consumer goods purchases following quality, promotions, budget considerations and local products. At the same time, attention to nutritional information on labels is growing. According to Andrea Corazzon, AST & Retailer Cluster Lead at YouGov, 46% of Italians pay close attention to healthy eating, and 34% engage in regular physical activity. Notably, 51% state that they often or always consider long-term health when making daily purchasing decisions—a mindset that spans all generations. Kefir, Greek yogurt, and nut-based spreads are reshaping the shopping cart. The increased focus on well-being is also reflected in purchasing behaviour. A comparison between March 2026 and March 2025 shows growth in the household penetration of vitamin supplements (+5.8%), non-alcoholic beer (+15.9%), soy-based cheeses (+17.9%), and fresh juices (+7.8%), as well as more traditional categories such as extra virgin olive oil (+3.3%) and canned tuna in water instead of oil (+2.1%). Kefir stands out as one of the most notable trends, having increased its market penetration by nearly 19 points since 2022. Greek yogurt has grown by over 15 points, while oats, avocados, and chia seeds are also gaining ground. Breakfast habits are shifting, too: kefir (+9.3 penetration points), 100% nut butters (+5.1), berries (+5.2), and lactose-free yogurt are on the rise, whereas snack cakes, traditional fruit juices, sugary jams, and conventional drinkable yogurts are losing ground. In Italy the expansion of ‘free-from’ products also continues: sugar-free, lactose-free, plant-based and gluten-free items are seeing steady growth in household penetration. This trend extends well beyond actual food intolerances, with private-label products growing faster than major manufacturer brands – achieving penetration gains of up to 10 percentage points in certain categories. Between 2022 and 2025, household penetration for high protein products rose from 41.9% to 56.2%. Alongside the high-protein segment, the role of fibre, probiotics and fermented foods is expanding, while the microbiota – specifically the gut-brain axis – is emerging as a key area for innovation. Other rising trends include functional waters, creatine supplements (which are increasingly moving beyond the sports world), collagen-based products focused on beauty and wellness and also magnesium-enriched products, which cater to increasing demands for products focused on energy, recovery and mental health support. Retail shelves are increasingly organized by needs rather than categories. 60% of consumers state that in-store support for healthy choices is a key factor when selecting a retailer, while price remains the primary barrier. For retailers, the challenge lies in doing more than simply expanding their healthy product offerings. The response must go beyond merely broadening the assortment. As Corazzon pointed out “retailers need to think in terms of needs rather than categories”. For example, by organizing dedicated lactose-free zones that bring together products from various departments. The goal is to create shopping journeys that address needs such as gut health, energy, immunity or mental well-being, using communication that is simple yet grounded in solid scientific evidence. Industry and retail rethink their selections. The growing demand for wellness-oriented products requires an evolution across the entire value chain from research and innovation to the way products are organized at the point of sale. For Nestlé Health Science, the goal in the supplements sector is to maintain a presence throughout the entire customer journey, not just in pharmacies, by leveraging patents, clinical studies and the expertise of healthcare professionals, who are key partners in conveying knowledge and credibility. This strategy aligns with the company’s Good Food, Good Life purpose. “Longevity is an area where we will continue to invest heavily. The trends we are tracking include cellular renewal and cognitive health. However, the challenge lies not merely in launching a new product, but in supporting that innovation with education, communication, and awareness-building.“ For Alessandra Corsi, Chief Category Officer at Conad, this shift will primarily impact the retail outlet itself. “The future of the store shelf must be organized around people and their needs rather than just products” she explained, emphasizing that retailers capable of creating simple, cross-category shopping journeys stand to gain a significant competitive advantage. This approach will be reflected in the new store Conad is set to open in Florence between mid- and late July, which will feature an assortment vastly different from current offerings. Corsi also highlighted the performance of the “Piacersi” private-label brand, which focuses on holistic well-being; it now spans over 40 categories and recorded 40% growth during its relaunch year. The product range will continue to expand through a collaboration with a nutritionist specializing in the development of new items focused on longevity. In the end, it is increasingly clear that developing emerging categories requires collaboration between manufacturers and technology partners. The greatest risk isn’t experimentation but rather entering a rapidly growing category too late. That is why it is essential to invest in expertise, start testing and learn from the market To get in touch with our Italy team Contact Us
Emotional shopping is driving Italy’s e-commerce boom, with the market expected to reach $148 billion by 2030
For brands, the new competitive advantage is no longer price alone, but the ability to build trust, empathy and lasting emotional connections with consumers. Increasingly, purchases are driven by emotion rather than necessity. Italy’s e-commerce market is accelerating rapidly and is set to become one of the country’s most important drivers of consumer spending. Forecasts suggest the market will reach a value of $148.5 billion by 2030, supported by an average annual growth rate of 18.9%. These figures reflect a structural shift. Online shopping is no longer simply an alternative to physical stores; it has become a central part of how Italians shop. Italy’s growth mirrors an equally dynamic global trend. Worldwide, e-commerce is expected to exceed $5 trillion by the end of the decade, supported by around four billion digital consumers. Yet the real transformation is no longer being driven solely by technology or faster delivery. Consumer behaviour itself is changing. From rational purchasing to emotional commerce Until recently, competition between online platforms centred on price, promotions and logistics. Today, however, success increasingly depends on the customer experience. Consumers are choosing brands that create genuine connections, demonstrate authenticity and foster a sense of belonging. This shift has given rise to emotional commerce—a model in which purchasing decisions are influenced as much by emotion as by practical need. Engaging video content, compelling storytelling, online communities and personalised communication are becoming powerful tools for shaping consumer behaviour. As a result, companies are moving beyond a purely transactional approach to focus on building long-term customer relationships. Increasingly, success depends not only on the product itself, but on how the brand makes consumers feel throughout the purchasing journey. The new challenge for brands: earning trust These themes were central to discussions at the Spring Richmond E-Commerce Forum in Rimini, where retail leaders and digital professionals examined the future of the sector. Speakers agreed that storytelling has become an essential component of the relationship between brands and consumers. Industry experts argued that the future of e-commerce will be defined by a brand’s ability to create empathy and build trust. “It’s no longer enough to offer a good product or an efficient service,” said Claudio Honegger, Co-founder and CEO of Richmond Italia. “The brands that succeed are those capable of building relationships throughout the entire customer journey.” A market reshaping consumer behaviour The continued growth of e-commerce is expected to reshape the strategies of Italian businesses over the coming years. Marketing, customer service, social media and digital content will become increasingly integrated into a single ecosystem designed to generate both emotional engagement and commercial results. The result is a consumer landscape in which the boundaries between entertainment, communication and shopping continue to blur. In this environment, the most valuable competitive asset will no longer be price alone, but a brand’s ability to earn trust, build recognition and establish meaningful emotional connections with consumers. To get in touch with our Italy team Contact Us
Italians are crazy about dried fruit: new food products made with walnuts and almonds are multiplying
Almond drink and peanut butter for breakfast. Single serving shelled mixes and protein bars as snacks. Walnut sauce on pasta and pine nuts in a salad for lunch. Cashews with an aperitif and finally pistachios in chocolate and desserts. There’s no denying it: dried fruit and nuts have managed to sneak into every moment of the day, with a multiplier effect on total consumption, which has increased from 627 million kg in 2020 to 756 million kg in 2024 (ISMEA data). Consumers are increasingly choosing imported products, as Italian-made dried fruit products are declining (-2.1% in five years) and represent only 42% of the market. However, the market share of walnuts has to 20% and pistachios to 12% that could lead to supply shortages and price increases, considering that Iran, affected by the war, is the world’s second-largest producer after the United States. Growth all year round in large-scale retail trade A third of dried fruit/nuts ends up on the domestic market, which in large-scale retail trade comprises around 130 products and is worth over €1.1 billion. This has grown steadily over the years (+13% in 2024 alone), bringing average annual per capita consumption to 4.5 kg, a 20% increase compared to 2020. This has also expanded the number and variety of nuts purchased. While almonds, walnuts, peanuts, pistachios and mixes account for approximately 67% of spending in large-scale retail outlets, cashews and pine nuts also enjoyed a surge in popularity in 2025, demonstrating the broad benefits of information campaigns on the nutritional value of nuts, which have transformed consumers’ perceptions of them as a key factor in daily well-being. Product innovation has also been crucial, expanding product offerings, increasing consumption opportunities, and successfully spreading sales throughout the year. Now, the three classic ‘peak season’ months, from September to November, account for only 27% of annual purchases of mixes, 29% of peanuts, and 31% of almonds and walnuts, all shelled because consumers seek greater convenience. Booming beneficial ingredient In addition to dried fruit consumed as is, its use as an ingredient, already widespread in Italian confectionery, has also expanded. This is becoming an increasingly significant business opportunity for the sector, as the processing industry accounts for 55% of available dried fruit and has increased its purchases by 5% in five years. And it’s no longer just used to make marzipan, confetti, creams, and sweets, but also innovative products such as beverages, vegan cheeses, purées, pesto and kefir which clearly Italians have embraced. To get in touch with our Italy team Contact Us
Italian Families Increasingly Opt for Fresh Produce
ISMEA has reported a 5.2% increase in household food spending in the first half of 2025, driven by rising purchase frequency and a strengthening preference for products typical of the Mediterranean diet. Supermarkets remain the leading channel for these purchases. In the first half of 2025, Italian household food purchases gained momentum. According to the latest ISMEA report, household spending grew 5.2% year-on-year (after 2% in 2024), fueled not only by rising prices but also by a widespread increase in volumes. One clear indicator of renewed consumer confidence is a 10% increase in purchase frequency. A closer look at sales by category provides further insight. Fresh produce products lead the sector in volume growth: Vegetables: +4.9% Eggs: +7.5% Fish: +3.7% Bread: +4.9% Cheese: +5.3% Spending on fresh produce products is rising in parallel: Fresh vegetables: +5.6% Eggs: +13.2% Fresh fish: +10.2% Fresh bread: +6.1% Fresh cheeses: +8.6% Some categories, however, are losing ground. Fresh milk volumes declined by 3.9%, while wine volumes fell by 2.5%, despite a modest increase in spending (+1.9%). Among beverages, sparkling wines performed strongly (+8.8%), while bottled water (+3.9%) and non-alcoholic beverages (+3.2%) also saw growth. In the oils category, extra virgin olive oil is seeing a remarkable surge, with volumes up 15%, aided by sharply declining average prices (-18%). By contrast, seed oils experienced a volume decline of 6.4%. To get in touch with our Italy team Contact Us
E-commerce: scenario and critical issues
In Italy, e-commerce is worth more than 6 billion euros and the number of shoppers who buy online is growing, however, sites dedicated to grocery shopping are not taking off. How is e-commerce doing in the grocery sector in Italy? Pet products drive online sales growth The pandemic has strongly pushed the expansion of e-commerce and consumer goods are increasingly relevant in total purchases, making up 15.8% of total spending in Europe. In particular, in Italy the online channel generates a turnover of more than 6 billion euros, with strong growth rates for products intended for pets, home and personal care, while the share in food has slightly decreased (-0.6%). A NIQ research report highlights how shoppers are making online purchases in an increasing number of product categories and that, as regards food and beverages, preference is for retailers with an existing network of physical stores. Brands dominate the shopping cart, PL accounts for ‘only’ 7.2% of the turnover But how are purchases segmented? It is mostly men who shop online, and more than 70% of orders come from Generation X (38.3%) and Millennials (35.6%), however the habit is also spreading among older and younger users; the latter, obviously, will become increasingly relevant. In the virtual cart, branded industry products prevail, while private labels are worth only 7.2% of purchases (against 27.9% in the physical channel). As payment, 65% of Italian consumers prefer card, debit card or bank transfer, but other methods such as Amazon, Apple or Google Pay are growing. Promotional events, from Black Friday to Amazon Prime Days and Christmas, are crucial for e-commerce sales. Loyalty as a lever for growth Based on research by Statista, Italy is in third place in Europe for shoppers who have bought food online at least once (43%, compared to 64% in France and 51% in the United Kingdom). The penetration rate, however, stops at 6% and this means that users approach the online channel, but then abandon it. The main challenge, therefore, is loyalty, not the acquisition of new customers. Consumers turn to the online channel above all to order food items that they cannot find in physical stores, while the experience (not entirely positive) is summarized by the following data: 25% of users believe that buying online saves time (a very low percentage if we consider that the purpose of e-commerce is precisely to save time), 23% declare that the operation is simple while 21% believe that there is vast choice. Users also highlight various problems related to payments. All this shows that the Modern Retail is not yet able to offer a completely easy e-commerce service in the grocery. Strategies for improving the shopping experience What strategies should be implemented? Firstly, retailers online ranges should feature ‘exclusive’ products – private labels could be an optimal solution in this sense. Optimization itself is a crucial factor: for example, a delivery cost that decreases the longer the time slot could be a nice solution. The value of the user’s time must absolutely be rethought, providing for quick orders, shopping lists, one-click reordering (a function particularly appreciated in e-commerce in other sectors). Product sheets should also highlight the benefits for those who follow a particular diet or intend to prepare a certain recipe. Filters are therefore appropriate, so as to improve the choice. The use of WhatsApp should also be considered, for which strong investment is expected in the future. Finally, the implementation of well thought through loyalty programmes and communicating with consumers is essential. To get in touch with our Italy team Contact Us
Over 55: the real driving force of Italian mass consumption
They are responsible for purchasing in over half of families and spend more on average, stimulating 54% of the value of mass consumption. (YouGov) According to a global study by Bcg, women manage approximately 32,000 billion dollars of spending globally and according to Nielsen, in the next five years 75% of discretionary spending will depend on them. Furthermore, in 51% of Italian families, the person in charge of purchases is at least 55 years old. This data was revealed through a survey conducted on the Italian YouGov consumer panel. Over 55s also buy consumer goods for their grandchildren According to the research, the average expenditure per buyer over 55 per year is 4,700 euros, far higher than the 3,900 euros of the younger age groups. It should however also be noted that over 4 out of 10 people in this senior group support the non-cohabiting families of their adult children by purchasing consumer products for their grandchildren (42%) or for their children (13%). In this case they do so approximately five times a month for their grandchildren and four times for their non-cohabiting adult children. When purchasing, the characteristics that matter most are whether the grandchildren like them, the absence of additives or preservatives and the origin (Italian) of the ingredients. Following this, attention is paid to the brand, organic ingredients, quality flavour, and nutritional content. Here promotions and low prices are much less important than they are when purchasing for cohabiting family members. Among the most purchased categories for grandchildren are biscuits and industrial pastries, fruit juices, yogurt and fresh desserts, chocolate, packaged ice cream, while for non-cohabiting children the choices fall on fresh (cheese, cured meats, etc.), fruit and vegetables. More time to shop and bigger budgets lead to less impulsive buying Overall, in line with the evidence above, we are talking about a target that attributes an important role both to the home (91% of respondents declare themselves attentive to cleanliness and hygiene) and to the family, with 88% agreeing in indicating the time spent with the latter as their favourite activity. All combined with an active social life, where time is also spent outside the home: 85% meet friends, 57% eat out while 47% practice physical or sporting activity. In terms of spending, shoppers over 55 are more oriented towards quality, which prevails over price as a criterion of choice for 52% (while 59% of under 55s prefer to spend less). There is also room for the purchase of Italian products (81% favour them compared to 70% of younger people) and locally sourced products (73% vs 64%). Time available also influences choices: only 24% say they have little time to dedicate to daily shopping, compared to 38% of under 55s. All in all, this group presents a very good opportunity for the food industry. To get in touch with our Italy team Contact Us
The impact of artificial intelligence on brands and how they communicate with consumers
A survey by Bain & Company highlights a country suspended between hope and fear. While AI promises to transform work and communication, consumers express concerns. The way brands communicate with consumers is changing rapidly, and data from the recent research by Bain & Company confirms this transformation. According to the survey, 96% of Italians are keen to continue communicating with their favourite brands however the channels used to do so are evolving. WhatsApp and social media are gaining more and more ground, with over 40% of Italians preferring to use these means to interact with brands. Despite this evolution, email remains the preferred means of communication for 80% of the population, highlighting how tradition and innovation are blending in the modern communications landscape. In this new context, Generative AI is playing a key role. Over 70% of Italians appreciate advertisements created through artificial intelligence, considering such content not only useful but also creative and bold. This shows how AI is becoming a fundamental ally for brands that want to stand out, responding in a more precise and personalised way to the needs of an increasingly demanding public. AI: Change is inevitable If communication evolves, the same goes for the world of work. Artificial intelligence is no longer a choice, but a reality that is rewriting the rules of work and daily interactions. According to the same survey, seven out of ten Italians believe that AI will have a significant impact on the world of work, with young people at the forefront: 82% of young Italians see artificial intelligence as a force for change. This is true not only in advanced technologies, but also in sectors such as gaming, telecommunications, logistics and education, which will undergo profound changes. While on the one hand, AI is seen as a powerful ally in environmental sustainability, with one in two Italians considering it capable of contributing to reducing ecological impact, on the other hand, there is still strong concern regarding ethical implications and privacy. In fact, 85% of Italians express fears related to the use of data and the management of personal information, a sign of how trust in new technologies is a challenge to be faced with care. Robotics: the evolution of human work Robotics, which until recently seemed to belong to the realm of science fiction, is now a reality that is being integrated into the most strategic sectors, such as technology, energy and manufacturing. One in two Italians is convinced that robots can improve their work, with an optimistic vision that especially concerns young people: 64% of the youngest look to the technological future with hope. Robotics not only helps to optimize processes, but also opens the way to new forms of “synthimacy”, or synthetic intimacy, which will see a 41% increase in interest in the coming months. In the end, 82% of young people believe in the AI revolution, 85% fear its implications. This is the contradiction that marks today’s Italy, suspended between extraordinary opportunities and risks that should not be underestimated. The future is already here: will Italy be a leader or a spectator? The answer depends on how we face this technological, ethical and social revolution. There is no longer time to wait. It is time to act. The future will not be a dichotomy between technology and people, but an invitation to build bridges. Seven out of ten people are aware that they are destined to be impacted by Artificial Intelligence. Companies that invest in reskilling their people, while embracing automation, will be able to maximize both technological power and human value. To get in touch with our Italy team Contact Us
No added sugars, protein and functional: which foods are winners
Light and sugar-free products are still among those most chosen by consumers Everyone is crazy about ‘light’ and ‘sugar-free’ products: whether it is the result of increasingly unscrupulous marketing or the umpteenth trend popularized by social networks, it is a fact that Italians are increasingly sensitive to the nutritional benefits – real or presumed – indicated on labels with the adverb ‘without’. Thus, from foods ‘without added sugars’ (and richer, from time to time, in proteins, ‘good fats’ or lactic ferments) to the now usual ‘lactose-free’ and ‘gluten-free’, up to ‘egg-free’ – the real surprise of the year – the market is growing rapidly and is increasingly segmented. The data has emerged from the latest edition of the Immagino Observatory of Gs1 Italy, a non-profit organization that brings together 40,000 companies and represents a point of reference in the mass consumption sector. In 2023, the best performance was recorded by the indication ‘no added sugars’ (+5.4% in volume and +18.5% in value compared to 2022). Of the 12 claims in the ‘rich-in’ world, all, except ‘iodine’, increased their turnover: in particular, the products with the claims ‘lactic ferments’ (+0.3%) and ‘proteins’ (+1.2%) are those that increased the volumes sold the most. Protein foods are not affected by the crisis, on the contrary: in recent years they have become real ‘superstars’ – much to the chagrin of nephrologists, who continue to warn of the risks deriving from an excessive and immoderate intake of proteins on the kidneys. On the other hand, products designed for food intolerances are suffering the weight of inflation (+6.2% sales in value, but -3.9% in volume); those holding up better are ‘lactose-free’ (-1.3% in volume and +8.9% in value) and, although still a minority, ‘egg-free’ (+3.6% in volume, +12.8% in value). The Gs1 Italy observatory – the only organization to monitor the average nutritional intake of packaged food products sold in large-scale retail trade – revealed that, out of 82,422 products purchased in a year, the average incidence of proteins increased and that of sugars decreased, while the share of fats and carbohydrates remained stable. The ‘gluten-free’ category continues to dominate this universe, with 8,581 products and 3.2 billion euros in sales (+5.2%), but with volumes down by -4.4%, mainly due to the downward trend of cold cuts, mayonnaise and Easter eggs. Among the labels that held up best is the ‘lactose-free’ category, which lost less volume than the average (-1.3%) and increased turnover (+8.9%), mainly thanks to ‘functional’ yogurts. The ‘egg-free’ niche is growing both in value (+12.8%) and volume (+3.6%), particularly in the world of pasta (fresh or dry) and healthy biscuits. To get in touch with our Italy team Contact Us
Why a sizeable number of Italians will buy branded products only when they are on promotion
52% of Italians say they buy branded products only when they are on sale, on promotion or discounted, while private labels are gaining ground precisely because, for 55% of the population, they are better value. Furthermore consumers plan to buy more private label in the future, especially in the home care (50%) and packaged food (33%) segments. This trend is revealed by data from the EY Future Consumer Index, which surveyed the opinions of 23,000 citizens around the world on several topics. The reader should bear in mind that the sample in Italy totals 500 individuals and that therefore the results should be read in terms of the trend illustrated rather than the precise percentage. It is also confirmed by what we see on weekly basis in the negotiations with retailers where there is an increase in the demand for promotions (in store and on line) and for extensive price cuts. One of the trends that emerges from the survey and that is linked to the area of spending is the contribution of influencers, creators, bloggers or vloggers (now increasingly regulated by law) in purchasing decisions. These figures have a significant role in the decision-making process, so much so that 51% of respondents rely on products recommended or promoted by influencers, while 43% admitted to having made a purchase exclusively on the basis of such a recommendation or promotion. This is taken in considerations and included in the marketing budgets allocated on all brands we deal with at Green Seed Italy. Tools and technologies are also changing the spending scenario. Consumers’ preference – especially Millennials and Gen Z – for using shopping apps is transforming the retail landscape, also generating new opportunities for brands. Amongst the main reasons for using apps includes the desire to access exclusive discounts and offers (50%), greater convenience (45%), and attraction to promotions or offers reserved for app users (34%). This data highlights a significant change in consumer purchasing behaviour, as they feel increasingly comfortable sharing personal data in exchange for personalized experiences and recommendations on possible alternatives. However, despite the enthusiasm for new technologies, people remain cautious about the security of their personal information: 62% of respondents are concerned about how their data is managed while 63% fear a breach of their data and hacker attacks and 70% fear identity theft or fraud. Economic accessibility is the dominant priority, in line with the behaviour highlighted above. However, the survey also shows that sustainability remains a key area of interest for consumers, especially Italians. This leads 95% to make an effort not to waste food and 58% to regularly recycle or reuse products after use. 35% of consumers are increasingly oriented towards purchasing second-hand items (a growing market), and 74% will try to repair, and not replace, if possible to do so. As for attention to health and well-being, which is also on the podium of priorities, 73% expect to be more aware and attentive to this issue in the long term, for example by preferring the purchase of healthy products (42%), but also by reducing the purchase of alcoholic beverages (51%) or tobacco in the coming months (46%). Sauro Musiani, MD Green Seed Italy To get in touch with our Italy team Contact Us
Food & Beverage Sales & Marketing Services we offer at Green Seed
In the food and beverage industry, standing out requires more than just a great product. It necessitates a strategic approach that encompasses thorough market assessment, targeted planning, and seamless execution. At Green Seed, we pride ourselves on offering a comprehensive suite of marketing services designed to help businesses not just survive, but thrive in this dynamic landscape. Market Opportunity Assessment: Uncovering Hidden Gems Embarking on a successful international business journey begins with understanding the lay of the land. Our Market Opportunity Assessment service is the first step towards unlocking the potential of your products. With over three decades of experience in the food and beverage industry, we possess a wealth of insights and expertise to delve deep into market dynamics. From analysing market size, category trends, and competitor landscapes to conducting consumer taste tests and online forums, we leave no stone unturned. Armed with this comprehensive understanding, we identify key selling points and market gaps, laying the groundwork for a compelling market strategy tailored to your brand. Route to Market Strategy: Charting a Course for Success Navigating the intricate maze of market entry and sales requires a well-defined route to market strategy. Our seasoned experts at Green Seed specialise in crafting winning strategies that prioritise market segments, channels, and target customers. Whether it’s establishing direct sales channels, engaging with distributors, or forging strategic partnerships, we evaluate options meticulously to ensure optimal results. With a keen focus on supply chain optimisation, pricing strategies, and business planning, we equip your brand with a roadmap for sustainable growth and market penetration. Food Sales Execution: From Seed to Harvest The journey from ideation to market success is a multifaceted one, and our Food Sales Execution service is designed to guide you every step of the way. Our strategic planning process, aptly named ‘Seed, Incubate, Grow, and Harvest’, encapsulates the essence of our approach. We begin by nurturing your ideas, leveraging our international food marketing expertise to transform concepts into reality. Through meticulous incubation and growth strategies, we tailor plans to suit your brand’s unique proposition, ensuring alignment with market needs and consumer preferences. Finally, we reap the rewards of our collective efforts through meticulous execution, driving sales and fostering sustainable business growth in both domestic and international markets. The Three-Phase Sales Execution Process: Turning Strategy into Action Executing a successful sales strategy requires precision and finesse. Our three-phase sales execution process is meticulously crafted to translate strategic plans into tangible results. From prioritising customers and setting up crucial meetings with buyers to managing listings and fostering brand loyalty, we leave no stone unturned. Our focus extends beyond the sale itself, encompassing post-sales activities and robust customer relationship management to nurture long-term partnerships and drive continued growth. Food and Drink Marketing Services: Elevating Brands on the Global Stage Expanding your food brand overseas opens up a world of opportunities, but it also presents unique challenges. Our dedicated team of seasoned food and beverage marketing experts is here to guide you through every step of the journey. With a deep understanding of your products and global market dynamics, we craft targeted marketing strategies that resonate with consumers worldwide. Leveraging our local knowledge and global perspective, we navigate diverse markets with ease, ensuring seamless integration of marketing efforts for optimal brand exposure and growth. Brand Development: Building Identity and Recognition In the competitive landscape of food and beverage, a strong brand identity is paramount. Our brand development services are designed to help you carve out a distinctive niche in the market. Whether it’s naming, developing, or registering a new brand, our experts work closely with you to communicate your brand’s message and values effectively. With a keen eye on local nuances and consumer preferences, we ensure your brand resonates with audiences across different geographies, driving acceptance and loyalty. Packaging Development: Merging Form with Function Packaging plays a pivotal role in shaping consumer perceptions and driving purchase decisions. Our packaging development services combine aesthetic appeal with functional design, ensuring compliance with local regulations and market requirements. From conceptualisation to production, we guide you through every stage of the process, offering strategic recommendations and comprehensive support to create packaging solutions that captivate and engage consumers. Marketing Plan: A Roadmap for Success A comprehensive marketing plan is the cornerstone of any successful product launch. Our experts collaborate closely with your team to develop tailored marketing strategies that align with your business objectives. From detailed advertising and PR campaigns to trade promotion and social media engagement, we craft holistic marketing plans that drive brand awareness and consumer engagement, setting the stage for sustained growth and market success. Trade Promotion and Exhibitions: Maximising Exposure and Impact Trade promotion and exhibitions are invaluable opportunities to showcase your products and connect with key stakeholders. Our trade marketing strategies are tailored to individual accounts, optimising sales performance and driving business growth. From advising on relevant trade exhibitions to overseeing media communication and engagement, we ensure your brand stands out in a crowded marketplace, fostering meaningful connections and driving sales. Social Media and Consumer PR: Engaging Audiences in the Digital Age In today’s digital age, engaging with consumers on social media is essential for building brand awareness and driving trial. Our social media and consumer PR services encompass influencer campaigns, organic social media management, and digital advertising, creating buzz and excitement around your brand. Through strategic content creation and targeted outreach, we foster meaningful connections with your target audience, driving engagement and loyalty in an increasingly competitive landscape. In conclusion, at Green Seed, we are more than just a marketing agency – we are your partners in success. With our comprehensive suite of services, industry expertise, and unwavering commitment to excellence, we empower brands to thrive in the ever-evolving world of food and beverage. Let us help you unlock your brand’s full potential and take it to new heights of success, both domestically and internationally.
Carrefour Italia and Just Eat collaborate to strengthen grocery delivery
A partnership between the retailer and the digital food delivery company has been confirmed. The objective: to further expand the home shopping delivery offer in Italy. Today Carrefour Italia and Just Eat announced a new partnership, with the aim of further expanding the offer of home shopping delivery in Italy. To use the service, consumers simply order groceries from their home, choosing from a wide range of products, from fresh products such as meat, fish and vegetables to products for daily care. Already active in the cities of Milan, Rome, Genoa, Turin and Bologna, the service already counts on a network of 30 online stores, thus offering a wide choice for customers who wish to receive food, groceries and other products in a simple and immediate manner. The goal within the first year is to expand the network to over 200 stores in more than 50 cities, making the home shopping service accessible to an ever-increasing number of consumers. “Carrefour continues on its path to becoming a digital retail company, focusing on omnichannel and the needs of the consumer, the true key player in our transformation. The partnership with Just Eat is an important step towards responding to the constantly changing needs of customers, who are increasingly moving closer to food delivery services. Thanks to Just Eat, Carrefour Italia has further strengthened its offer, thus making the selected stores not only a point of reference for customers, but also a support to guarantee an even simpler, more flexible and comfortable shopping experience for all consumers who will choose to receive their shopping at home through a quick and reliable service” says Alessandra Grendele, Director of e-commerce, marketing, data and digital transformation Carrefour Italia. A RELIABLE AND HIGH-QUALITY SERVICE The partnership involves the management of deliveries by Just Eat employee riders, thus guaranteeing a reliable and quality service. This choice not only contributes to improving the overall customer experience but also underlines the attention to the safety and professionalism of the riders employed in the delivery activity. “Our strategy is to invest in diversification and further expand Just Eat’s offering through the launch and development of our proposition in the grocery sector. This path is supported by our vision “Empowering everyday convenience”: we want to enable consumers to get what they want, when they need it while also enhancing the growth of our partners with new customers, new channels and new opportunities. For a few years, food delivery has become part of consumers’ daily lives, becoming a consolidated habit and Just Eat aims to increase the moments to share every day. The collaboration with Carrefour makes us very proud and represents a significant step in meeting the evolving needs of Italian consumers, offering a complete and convenient online delivery experience”, declared Daniele Contini, Country manager Just Eat Italia. To get in touch with our Italy team Contact Us
CONAD opens the first checkout-free supermarket in Italy in Verona
Trentino cooperative Dao’s customers will be able to take products from the shelves and then leave without passing through a checkout. Plans are already in place for a second. Intelligent cameras and scales will recognize what is selected by each customer, who will then be able to view purchases on special displays once they reach the payment area. Here the payment will take place exclusively digitally: it will be possible to pay with credit and debit cards from all banks. For the technological development of this innovative store, Dao worked with Sensei, a Portuguese tech company that has already managed the opening of autonomous stores in Europe and South America. The new Prende&Vai in Verona promises a new way of shopping in the Tuday Conad format. Dao has in fact created a space where technology is conceived as a tool at the service of traditional shopping. On the one hand, AI helps to make shopping more convenient and faster, and on the other it helps the company to improve the understanding of purchasing habits in the specific store, allowing those who manage it to adapt the assortment to real needs. In any case, unlike the cashierless stores already open in the rest of the world, staff will always be present at the Conad Take&Go Tuday in Verona, trained to assist and accompany customers in this innovative experience To get in touch with our Italy team Contact Us
Consumer confidence is rising as inflation slows down
According to a McKinsey study dedicated to food consumption, in 2022 the price race led to a drop in purchases and a contraction in operators’ margins. However, the situation is improving in 2023. Inflation was by far the most influential factor in the food sector throughout 2022. The race in prices has, on the one hand, put families in difficulty and have reduced purchases; on the other hand, it has put pressure on the margins of operators who have had to deal with declining sales in terms of volumes and more expensive supplies. However, the situation is improving: the drop in inflation has favored a recovery of consumer confidence. Confidence which, however, has not yet returned to pre-Covid levels. “The inflation rate in Italy went from 2.3% in 2021 to 9.7% in 2022, reaching a peak of 12.5% in October – write the experts of the consulting firm – Inflation was even higher. The economic situation of households has come under significant pressure as expenditures have increased much faster than disposable income and consumers have reacted by cutting back on spending. Overall food sales in Italy thus grew by only 2.6% in 2022 compared to 2021. An increase exclusively due to the price component (+10.3%). In fact, volumes fell by 2.9% and more was lost due to the switch from higher-end products to lower-end products (downtrading). The latter phenomenon has favored the sales of private labels. In twelve months, Mdd’s market share increased by 1.7 percentage points. However, only 0.8 percentage points are explained by downtrading within the same store. And the discounters were the real winners of 2022: they gained 1.6% in terms of market share. This performance was driven by the combination of several factors: an aggressive growth in new store openings in recent years, the post-pandemic recovery and consumers’ greater attention to prices. Discounters have thus grown at the expense of other channels. However, consumer confidence is recovering thanks to the cooling of inflation: there are five continuous months of progress. The February figure was the highest (-20.6) since the beginning of the war in Ukraine. For the rest of 2023, the key themes will remain rising costs and pressure on margins, downtrading and a greater focus on private labels. To get in touch with our Italian team Contact Us
On the go catering: the desire for well-being and attention to healthy eating is growing
As 2022 drew to a close we witnessed the recovery of travel after the pandemic crisis. Leading this recovery that involves all channels (from highways to railways and flights) are the younger generations and in particular Generation Z and the Millennials, with the former preferring trains while the latter focused on cars and planes. This recovery has led the Autogrill Group, the world leading operator in catering services for travellers, to enhance its food experience in all areas. At the same time, the desire for well-being and attention to a balanced and healthy diet is also growing. Italians are, in their purchasing decisions, showing a preference for those brands committed to sustainable initiatives and corporate social responsibility. These are some of the major findings of the Next Normal in Travel Research, conducted by NielsenIQ on behalf of Autogrill. This research aimed to analyse consumer behaviour following the pandemic with a sample of 26,841 adult travellers via motorways, airports and railways in Italy, the United States United States, Germany, France, United Kingdom, Netherlands, Switzerland and Belgium. Among the main factors that emerged from the survey is increased attention to well-being and a balanced diet, with growing demand for products that are not only tasty but also healthy. In indicating the factors that determine products chosen, travellers from the eight countries identified naturalness and freshness of food as key elements; the presence of natural ingredients, rich in nutrients and without preservatives; low sugar, fat and calorie content; the origin of the product consumed en route. In Italy, about half the travellers, especially the younger generations, were more inclined to choose healthy foods especially in airports (56%) and railway stations (45%), where longer waits for connections lead people to take more time for a quality break. On the other hand, on the motorway, where breaks are shorter, the choice of healthy products drops to 41%. For Italians and in particular for 73% of travellers at airports, 71% of those using trains and 65% using motorways when purchasing prefer brands committed to sustainable initiatives and corporate social responsibility. Among these, those considered most important are, in order, attention to food safety, the reduction of food waste, the reduction of carbon dioxide emissions, the adoption of plastic-free solutions and the use of zero km products. Autogrill for example has been adopting Initiatives that combine greater attention to ESG issues for some time, such as the processing of innovative green materials, from Wascoffee, developed starting from coffee waste, and Wasorange, deriving from orange juice waste. As well the first Wascoffee Lab concept entirely made with 100% natural and recyclable material, developed from using coffee grounds, opened in Milan Central Station recently. To get in touch with our Italy team Contact Us
Influencer marketing – the future of food marketing?
Influencer marketing is a strategy to significantly affect the visibility of a brand and closely linked to social media. At one time it was simply called ‘word of mouth’, as the claim of a well-known detergent suggested; today, with the advent of social media, a growing number of opinion leaders – bloggers, YouTubers, Twitter users, Instagrammers – exercise a real social influence by connecting and sharing messages with their own audience, significantly affecting the visibility of a brand, the actions of followers / fans and their purchasing decisions. For this reason, companies have totally redefined how they can influence and engage the target market, to the point that influencer marketing plans have taken on strategic relevance for many digital marketers. An investment of this type is even more justified, moreover, considering findings by Tomoson according to which 76% of marketers would recognize a clear correlation between influencer marketing and customer loyalty. What are the best practices for building an effective influencer marketing plan? First of all, a fundamental concept must be clarified: anyone can become an influencer, but not all influencers can really collaborate effectively with a certain company or brand. For this it is necessary to start from a correct identification of the archetypes of influencers, each of which is characterized by specific characteristics. The most recent literature on the subject identifies three main clusters of influencers. The first is that of the ‘identified’, made up of influencers considered relevant for a brand, based on the specially designed rankings, but also for the role and position held in the sector in which they operate and which is relevant for the company. A wide range of influencers can be inserted into this cluster, from celebrities who enjoy wide exposure and generate immediate action, to passionate, authoritative and independent publishers, to everyday advocates, who love to review products and services and enjoy a great reputation with their own community, to altruistic activators, generally considered impartial and therefore reliable. The second cluster is instead made up of the ‘engaged’, i.e. the number of influencers with whom an initial level of interaction has already been established, from sharing content on social networks to liking and following. This type of involvement represents the first substantial step towards building a stable and lasting relationship and is strictly connected to the relevance of the content published and promoted by a company and its attractiveness, as well as the reputation of the brand and its evocative power. Finally, the third cluster includes ‘active’ influencers: they are the influencers directly involved in influencer marketing programmes and who actively collaborate with brands and companies to promote their products or services, share their vision and embrace their causes, effectively becoming true ambassadors. However, one of the most recent trends is to close partnerships with micro-influencers. They are common users, with relatively small communities and who certainly do not have followers numerically comparable to those of long-time VIPs or influencers, but who instead have a great ability to actively involve the fanbase and become ambassadors of the product, service, brand: metrics that are much more important for a business person who wants to invest in influencer marketing. But, in a nutshell, does influencer marketing lead directly to sales conversion? It’s difficult to be absolutely sure about its influence. One sure thing, however, is that “transparent” posts are constantly increasing, that is with hashtags that denote the commercial nature of the post. In fact, in the last year, transparent posts have increased by + 69% on Instagram. This is what emerges from the analysis conducted by a series of European Observatories (and by the Observatory set up by Buzzoole, martech company for Italy) which analyzed all the posts published in Italian that use the transparency hashtags divided by sector, as well as to the most active brands on social networks. The annual study “Transparency in Influencer Marketing” covered all posts (except stories) published on Instagram, Youtube, Twitter and Facebook, containing the most used transparency hashtags: #ad, #adv, # sponsored, #sponsored, #sponsoredby, #gifted, #giftedby, #supplied and #advertising. TRANSPARENT FOOD Fashion and cosmetics were confirmed as the most transparent sectors. The third place is now occupied by food, with 9.8% of posts, gaining 3.3 percentage points. Behind food come technology (consumer electronics) with 9% of posts, entertainment (TV, gaming) with 8.7% of posts, accessories (bags, watches and jewelry) with 8, 6% and beverages with 4.4%. Over both 2020 and 2021 it emerged that the health care sector with 3.1% of transparent posts focused above all on personal hygiene and safety devices for consumer health protection. ESSENTIAL REQUIREMENT Transparency is not only an important value but also an essential requirement in the world of influencer marketing to preserve the relationship of trust between influencers, brands and users. In fact, transparency hashtags must be automatically added to all campaigns.
Vegetable alternatives appeal to Italians
From an analysis by the Gfk Consumer Panel, a growing interest in plant-based food products has emerged, in terms of both purchases and consumption. If possible to define as a category, that of plant-based foods are substitutes for meat, fish , milk and any other products of animal origin. Given the growing interest in these products, the GfK Consumer Panel conducted research on Italian households to investigate further trends in attitudes in consumption and purchasing. The analysis showed that over the last year the plant-based market has grown considerably with more than half of Italian families purchasing the category frequently ie around 10 times a year. Purchases of plant-based products, often driven by consumer health needs (rewarding above all organic and free from products) are no longer an exclusive choice for vegetarians, vegans or meat reducers in general but a real alternative to more traditional food for all family members. In fact, 40% of families surveyed do not have specific dietary needs yet they are nevertheless responsible for 27% of purchases in terms of volume of total plant based. In this category, the richness of the range is relevant for consumers who seek innovation, so much so that in the last 2 years purchases of these types of products have grown by 11%. The survey was conducted on almost 13,000 families and results indicate that whereas in 2019 48% of families bought such products, in 2021 this has risen to almost 55%. As for meat substitutes, over 850,000 families confirmed purchasing them in 2021, mainly families with a younger profile who tend to live in the north of Italy, in large cities and with a higher socio-economic profile. In plant-based gastronomy, the two main segments are represented by burgers and finger food, which in the last year alone have achieved 2% more penetration. The category certainly deserves more and better space in the stores, given the growth in penetration in all channels, especially in discount stores and online, which have greater growth potential.
The Food Retail 2022 Annual Report analyses the trends that mark the development of packaged consumer goods
The propensity to save is driving the distribution world, but it is not the only trend. This can be seen from the analysis of the dominant trends in consumer-packaged goods over the last year published in the 2022 edition of the annual report on Retail prepared by the magazine FOOD. THE PREMIUM TREND Based on IRI data for 2021, in fact, the search for value is the other prevalent trend. “Our monitoring – says Gianpaolo Costantino, economist and IRI consultant – reveals a strong premiumization of purchases, that is, they record a clear willingness of consumers to look for products characterized by high rates of quality and service or by specific and distinctive characteristics”. The proof comes from the numbers: healthcare has, for example, continued its run, as shown by the trends achieved by sports nutrition, with a 30% jump since the beginning of 2021, and by the now wide range of gluten free products, with sales increases ranging from +5% to +50%. The main trends that already emerged before the outbreak of the health emergency have not been affected by the Covid pandemic”. In packaged mass consumption, therefore, two opposing and at the same time complementary souls coexist: on the one hand, the search for convenience, which mostly benefits the discount stores; and on the other hand, the quest for value, where mainstream retail is the main beneficiary . A combination that promises to bear fruit in retailer accounts in the near future.
In September, large-scale online sales beat expectations
Italians continue to drive online sales in mainstream grocery retail. In September, the turnover of the online channel was equal to 148 million euros, +27% compared to the same period the previous year, surpassing expectations. The cumulative result for the first nine months of 2021 reached 1.25 billion euros, only 80 million less than total turnover in 2020, with the trend for the same period reflecting + 40% growth. These numbers confirm that even during the period of the so-called “controlled return to normality” in terms of travel and access to commercial establishments, the growth trend of the online channel has remained sustained. It is clearly not in line with the most difficult period of the health emergency, but at the same levels as in 2019, with the huge difference that in these two years the market has practically tripled. A recent survey by IRI also confirms that Click & Collect is growing twice as fast as home delivery. Regarding individual categories, the lion’s share in September was made up of products from the dietary/health and oral hygiene categories, pet food and frozen foods. IRI estimates see growth levels to the year end similar to that of the month just ended and therefore of about 20 percentage points, with turnover close to 140 million euros. The balance of power between delivery services (Click & Collect and home delivery) is stable, with spirits expected to be an addtional category to perform strongly in online sales in the final quarter.
Opinion: Digital Consumer Data Insights – Growing strategic importance for leading food retailers
Big data is of big value. The importance of being able to acquire and analyse data to be strategically competitive and create value is growing strongly. The international food retailing world is no different in this regard. Leading food retailers that have a growing insight into the shopping behaviour of their customers have a powerful strategic advantage over their competitors and are much better able to manage across categories, but also to create added value and build stronger loyalty with their consumers. Where initially the existence of a loyalty card was crucial in building these capabilities, today a sizeable online sales base and even more important the existence of a “shopping” app that people either use for online purchases or just as a shopping list for the traditional trip into store, are instrumental in fine-tuning the art of gaining crucial consumer insights. In this continuous battle to stay the number one Dutch food retailer, Albert Heijn announced last week the launch of My Albert Heijn Premium, a paid subscription service linked to their AH mobile app. Based on an annual subscription rate of € 12, subscribers get many benefits compared to non-subscribing users of the app. And additional services aside, subscribers get an annual financial benefit many times the value of the subscription fee. The big objective behind this latest app addition is to secure higher consumer loyalty in general, stimulate the penetration and usage frequency of the app and build buying behaviour data. Many might be sceptical about this growing level of consumer behaviour monitoring. However from the perspective of the business model of leading retailers who still want to be leading in 10 years time, it is crucial for them to gain these insights. Albert Heijn’s example is just the next step in the strategic digital data collection rat race and will doubtless be followed by many new initiatives. Big Brother will keep watching us!!
Opinion: Grocery in the year of Covid: the 6 key trends that we will bring into 2021
2020 has just ended and it’s time to analyze the consequences of the Covid 19 pandemic in primary consumer goods sold in retail. While the focus here is on Italy, many similar lessons have played out across European markets. The year produced a historic result for sales, but it has also unhinged pre-existing structures and balances, accelerating current trends in purchasing behaviour. The pandemic has affected the sector in a number of ways: 1. The size and composition of consumer baskets 2. Purchase channels 3. Price management 4. Competitive structures 5. The offer on the shelves 6. The renewal of the offer 1. Changes in the size and composition of consumer baskets 2020 saw two periods of strong sales acceleration. The first occurred at the beginning of the health emergency, with the surge in demand aimed at increasing stocks of essential products and to cater for the need to consume meals at home to replace restaurant consumption. Following the ease of restrictions, during the so-called «phase 2», sales increases slowed down, a trend which continued throughout the summer. The second period of strong (but less dramatic) sales acceleration took place from the beginning of October, with the emergence of the second wave of the epidemic. 2. Changing purchasing channels chosen by consumers Strict restrictions during the first lockdown had marked a significant shift to neighbourhood stores, especially the superettes and small supermarkets. Following the relaxation of restrictions there was a marked acceleration of the discount sector, especially in the second half of 2020, coinciding with the worsening economic hardship felt by families. This trend was amplified over the course of the year. 3. Ups and downs in price management The increase in average prices in the first wave of the pandemic was driven almost totally by the lack of promotions. Price levels reduced once availability was restored, and became more competitive still as the discounters grew in importance over the year. 4. Competitive structures are changing Another strong trend theme in 2020 was the development of private label. Own label products gained share compared to 2019, a trend which has continued, while their increased strength also undoubtedly had an impact on the price positioning of brands who sought greater distinctiveness on shelf. 5. Rationalized shelf offer Range assortments have also reduced, affecting both own label and brand owner strategies as they fight for space on shelf. 6. Lack of innovation The number of new launches decreased significantly in 2020 as limited shelf space makes it increasingly difficult to introduce innovation. But those who did manage to launch new products performed significantly higher than the previous year. Key future issues to be faced by all those operating in the world of Grocery will be: 1. Weak deflation in a context of growing economic difficulty for consumers 2. The success of the discount channel 3. The strategies of retailers weaponising their private label capability 4. A return of the promotional activity seeking to redefine its role within the overall marketing mix 5. Range rationalisations in modern distribution 6. The need to relaunch innovation 7. The great opportunity represented by online shopping Sauro Musiani, MD Green Seed Italy
Italian Consumers in Search of Premium Products, Despite the Crisis
In Italy, as in the rest of the world, consumers are increasingly looking for products that can attract them both rationally and emotionally. Despite the recent period of economic crisis with 44% of Italians today declaring that they do not consider their economic position any better than five years ago, premium products are nevertheless showing strong growth (i.e. all products with a price 20% higher than the market average). In fact, data shows that the growth of these products is stronger than that recorded in most of the market FMCG (fast moving consumer goods) categories to collectively generate an increase in value of 15.6% over the last year. It is also interesting to note that this phenomenon is often related not so much to leading brands but to niche ones, that increasingly over the past years have adopted winning differentiation strategies with respect to the rest of the market. These brands have understood that in Italy it is not simply a matter of price; indeed, only 15% of consumers define a product as a premium due to its cost. This scenario is what emerges from the Nielsen Global Premiumization Survey where 30,000 internet users were interviewed in 63 countries, including Italy, to analyze the behaviors and habits of consumers specifically in relation to ‘premium’ products. What are then for Italians the peculiarities that identify this type of products? In line with other European countries, the quality of ingredients and materials with which they are made is the first requirement for the 45% of consumers. This is followed by the offer of functions / higher performance than other products, the ability to do more things than the rest of the market, but also the offer of a superior customer experience (respectively 39%, 34% and 30%). In line with the trend of recent years, the research also shows how the attributes of “green” products are translated into a strong premium potential. Italians in fact claim to be willing to pay a higher price for environmentally friendly products (20%) and even more for those composed of natural and organic ingredients (22%). It is therefore not surprising that the consumers surveyed indicated fresh produce as the categories in which they are willing to spend more: 31% for meat or fish, 26% for dairy products (milk, yogurt or cheese) and 23% for bread and bakery specialties. 17% were also willing to spend more for rice and cereals, compared with 9% in France and 8% in Germany. It is important to remember that there are many different methods to entice consumers to try new premium products. While in fact, Italians personally do research before deciding to buy a premium product (33% of them), 25% make purchases based on word of mouth from friends and family. However, for companies brand image remains essential in order to convey their brand message and emotionally engage the consumer as emotional impulse buys still account for 22% of premium purchases by consumers.
Sostenibilita’: una diretta influenza sui consumatori italiani
Lo scorso anno le vendite di prodotti da parte di brands etici o socialmente sostenibili sono cresciuti nel mondo di oltre il 4% a fronte di consumi complessivi in crescita di appena l’1%. L’Italia ,in linea con la media europea, presenta un 52% di consumatori disposti a pagare prezzi piu’ elevati per prodotti che offrono un benessere collettivo ( prodotti sostenibili o etici). Questo trend e’ in costante crescita anno su anno ( era il 32% nel 2013) In Italia, sono in aumento i consumatori che chiedono prodotti “buoni”: buoni sia per chi li consuma che per la comunita’ di riferimento e l’ambiente. Questo trend molto positivo rappresenta una eccellente opportunita’ per l’industria del food, sia in termini di maggiori vendite ma anche di crescita sostenibile.
I prodotti vegetali crescono a doppia cifra in Italia ( 2015 + 27%)
Un recente studio della Nielsen mette in evidenza che, nel 2015, 8,5 mio di famiglie italiane hanno acquistato almeno un prodotto vegetale sostitutivo della carne o del latte. L’analisi dei dati retail ha inoltre evidenziato una crescita del settore del 27% su base annua. Il trend e’ trainato non solo da consumatori a dieta o attenti alla salute o legati ad un consumo ideologico, ma anche da una larga parte di coloro che ricercano il benessere personale attraverso una dieta bilanciata.
CARREFOUR CORTEGGIA I ‘FOOD LOVER’ CON IL NUOVO FORMAT MARKET GOURMET
Carrefour Italia corteggia sempre più il target dei ‘food lover’ con l’apertura del nuovo Market Gourmet di viale Bezzi a Milano. Il punto vendita totalmente rinnovato si estende su una superficie di 3.200 metri quadrati, suddivisa in due piani, con una varietà di prodotti di oltre 20.000 referenze. Il format, lanciato circa un anno e mezzo fa (ad oggi i Market sono 6 a Milano e 17 in tutta Italia), rinuncia all’impostazione classica della GDO invitando il cliente a seguire un percorso basato su ‘mondi concettuali’ accomunati dall’alta qualità: il Market Gourmet, infatti, punta su prodotti di eccellenza italiani e internazionali (come il corner dedicato alla cucina asiatica), oltre che su un’ampia gastronomia ittica e una cantina vini estremamente ricca (con angolo degustazione e un’area Champagne Experience)
Gli Italiani fra i piu’ aperti alle innovazioni in Europa ( 57% vs 44% EU)
L’innovazione e’ importante, si sa. Questo perche’ garantisce crescita,profittabilita’ e successo. Come pero’ innovare efficacemente in tempi di grande competitivita’ e con gli scaffali pieni di nuovi prodotti? Per rispondere a queste domande, Nielsen ha recentemente condotto uno studio chiamato Global New Product Innovation per analizzare abitudini e desideri che muovono I consumatori di 60 Paesi nel mondo nell’acquisto di nuovi prodotti. Per l’Italia i risultati sono molto positive in quanto i consumatori si sono mostrati molto aperti all’innovazione con un 57% di persone che hanno dichiarato di aver acquistato un nuovo prodotto durante l’ultimo acquisto in un supermercato. Questo dato e’ significamente piu’ elevato sia della media Europea ( 44%) che di quanto mostrato in Germania (41%) e Francia (36%) e UK (29%). Quindi, quali prodotti cercano i consumatori Italiani? Nonostante i prodotti economici (38%) restano al primo posto, immediatamente dopo vengono I prodotti per rendere migliore la vita delle persone e l’ambiente: prodotti salutistici (34%), Prodotti fatti con ingredienti naturali (28%), Prodotti ecologici innovativi (28%), prodotti etici ( 15%), prodotti ad elevato contenuto di servizio (28%) …. In conclusione, 2 sono I fattori critici che sono nella mente dei consumatori italiani: Innovazione e prodotti eco compatibili
Plant-based products: +27% nel 2015
A recent Nielsen study revealed that in 2015, 8.5 million Italian households bought at least one plant-based product. The survey analysed consumers’ buying habits in an industry that, last year, grew by 27%. The data contained showed that the market for plant-based products is not addressed only to consumers who follow a certain diet for ideological choices or for reasons of health, but that it also extends to cover those looking for a balanced diet suited to personal wellbeing.
Sustainability – a direct influence on Italian consumers
Last year, sales of products worldwide by brands active both socially and ethically, grew by more than 4% whereas brands from companies not actively involved in such activities grew by less than 1%. Italians are in line with the European average, with 52% of consumers willing to pay higher prices for products that offer this collective benefit. This trend has steadily increased year on year from 32% in 2013, a trend shared on a European level. In Italy, consumers are increasingly demanding ‘good’ products: both good in terms for the consumer and good for the community and / or environment. This growing trend represents an opportunity for companies, both in terms of greater sales potential and also to create the basis for the company’s sustainable growth.
Italians are the most open to innovation in Europe (57% vs 44% EU)
Innovation is important. Innovation guarantees growth, profitability and success, even in the toughest times of economic crisis. How then to innovate effectively in a time when competitiveness is fierce and shelves are full of new products? In order to answer these questions, Nielsen recently conducted a survey entitled Global New Product Innovation to analyze the habits and desires that drive consumers from 60 countries in the world to purchase new products. For Italy, the results were very positive as the country showed itself to be extremely open to innovation with 57% of Italian consumers confirming they had purchased a new product during their last supermarket shop. This is much higher than the European average (44%), especially when compared to Germany (41%), France (36%) and the UK (29%). Also interesting to note is that the economic crisis has not reduced the interest of Italians towards new and innovative products. Only 29% were less interested in purchasing innovative products due to the economic crisis – a value far lower than the European (38%) and global averages (44%). So what type of products ae Italians actually looking to find on supermarket shelves? Even although economic products (38%) retain the first place, these are closely followed by a strong demand for innovative products that render lives and the environment better: products for healthy lifestyles (34%), products made with natural ingredients (28%), eco-innovative products (29%), ethical products (15%), convenient to use products (28%) and products that make life easier (23%). Two main issues are constantly at the forefront in Italian consumer mind-sets: environmentally friendly products and innovation.
Carrefour pursues italian food lover with the new format “market gourmet”
Carrefour Italy is continuing to pursue the italian food lovers with the opening of a new Market Gourmet store located in Via Bezzi, Milan. The store has been totally refurbished and has a sales surface of 3200 sqm, in 2 floors, with an assortment of over 20.000 sku’s. This store format has been launched 18 monhts ago (today the Markets are 6 in Milan and 17 in Italy) and, differently to a standard supermarket, invites the customer to follow a path of “conceptual worlds” , linked by the High Quality. The Market Gourmet format is focused on top quality Italian and international products ( like the corned dedicated to the Asian food) and on very rich seafood gastronomy counter as well as an extremely rich wine cellar (with a tasting corner and a Champagne Experience dedicated area).