«The person who approaches bio products is, in general, an aware consumer with an educational qualification, often professional and an average-high spending capacity. The identikit also says that, on average, it is a person of 30 years and above who pays attention to well-being, not only in food and where it comes from, but also in lifestyle. A person who tries to reduce waste and the use of plastic and looks for answers to environmental, economic and social sustainability needs».
This is how the bio-product consumer’s identikit can be summarised, according to professor Debora Viviani, sociologist and member of Verona University’s Family Consumption Research Centre, in an interview with B/Open, Veronafiere’s start-up dedicated to «Bio Foods and Natural Self-care», the trade show scheduled to take place from 22nd to 24th June 2020.
Figures on organic product consumption are growing
Organic product figures show a growth in consumption that can hardly be defined as
«episodic» if it is true that –in the agro-food industry alone – the «organic» sector covers 15% of national cultivated farmland (Sau), provides work to 76,000 companies, has a turnover of 3.6 billion Euros (which, taking 2018 as a whole, could reach 4 billion Euros) and represents about 4% of the Italian people’s overall food bill. The export share equals 2 billion Euros, confirming it as a highly potential sector for internationalization given the quality and appeal of Made in Italy.
According to the«2018 Coop Report», one family in three habitually buys organic foods with a greater incidence for fruit and vegetables, although also on the increase are meat purchases (+3.4%), eggs (+19%) and extra virgin olive oil (+19 per cent).
The global turnover for organic products exceeds 95 billion dollars of which a good 35 billion is the gross marketable production for Europe, with Germany recording an annual overall turnover of 5.04 billion Euros in 2018.
«When we speak of organic, we are referring to a structured trend, urged along by social and cultural changes» explains Debora Viviani, «and, as a Family Consumption Research Centre, we have seen that greater attention to the health trolley arises from a crisis. Consumers are becoming more aware, more attentive to quality, to not wasting and sustainable packaging. They are buying less but better and this is true for everything involved in well-being, which starts with food, but also touches on other segments. One only has to think about the use of dispensers and refills for detergents, a trend that is certainly growing more slowly than organic products, but which is becoming increasingly popular».