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Published by: Mintel International Group Ltd.
Published: Nov. 1, 2007 - 69 Pages
Table of Contents
- ISSUES IN THE MARKET
- Definition
- ABBREVIATIONS
- MARKET IN BRIEF
- Value sales recover in 2007
- Mixed fortunes
- Lack of big multinationals
- Specialists lead distribution
- Three in four consumers have tried out organic products
- INTERNAL MARKET ENVIRONMENT
- Key Points
- Food safety and differentiation of the food offer
- In search of a USP
- The good, the bad and the ugly
- Pricing is a key issue…
- …or is it?
- Government initiatives
- New EU legislation
- BROADER MARKET ENVIRONMENT
- Key Points
- Positive population trends
- Figure 1: Trends in Italian population, by age, 2002-12
- Improved economic setting
- Figure 2: Trends in Italian PDI, consumer expenditure and GDP, at current prices, 2002-12
- Food and non-alcoholic drinks take a stable share of household spend
- Figure 3: Detailed breakdown of consumer spending in Italy, 2000-04
- WHO’S INNOVATING?
- Key Points
- Relatively few launches in Italy
- Figure 4: New organic product launches, by country, 2006
- Figure 5: New organic product launches in Italy, by category, 2006
- Pasta basics
- Organic convenience
- Expanding range of organic dairy products and baked goods
- MARKET SIZE AND FORECAST
- Key Points
- Back to growth
- Figure 6: Italian retail value sales of organic food and non-alcoholic drinks, 2002-07
- Figure 7: Annual spend per adult on organic food, by country, 2002 and 2007
- Figure 8: Indexed growth in sales of organic food and drinks, by country, 2002-07
- Dairy takes the biggest share and outperforms other sectors in 2007
- Figure 9: Italian retail value sales of organic food and non-alcoholic drinks, by type, 2005-07
- It is not only about the price
- Environment vs health
- Expanding the consumer base through improved distribution
- FORECAST
- Figure 10: Forecast of Italian retail value sales of organic food and non-alcoholic drinks, at current and
- constant prices, 2007-12
- Promising economic conditions will pull market out of stagnation
- Potential remains to further increase growth
- Factors used in the forecast
- SEGMENT PERFORMANCE
- Key Points
- Dairy products
- Figure 11: Italian retail value sales of organic dairy products, 2002-07
- Figure 12: Italian retail value sales of packaged organic dairy products*, 2006
- Potatoes, fruit and vegetables
- Figure 13: Italian retail value sales of organic potatoes, fruit and vegetables, 2002-07
- Meat and poultry
- Pasta
- MARKET SHARE
- Key Points
- Fragmented market
- Dairy products
- Fruit and vegetables
- Meat, poultry and eggs
- Own-labels
- COMPANIES AND PRODUCTS
- Alce Nero & Mielizia
- Almaverde Bio
- Fattoria Scaldasole
- Granarolo
- CHANNELS TO MARKET
- Key Points
- Greater share of total sales goes through specialist outlets
- Figure 14: Italian retail value sales of packaged organic foods*, by outlet type, 2006
- Figure 15: Number of food retail outlets in Italy, by type, 2000-04
- THE CONSUMER - PAN-EUROPEAN OVERVIEW
- Key Points
- Organic fruit and vegetables are the number-one choice
- Figure 16: Organic foods purchased in the last 12 months, by country, September 2007
- Figure 17: Purchasing of organic foods, by country, September 2007
- Healthier, but expensive
- Figure 18: Reasons for buying organic foods, by country, September 2007
- Figure 19: Attitudes towards organic vs non-organic foods, by country, September 2007
- Figure 20: Reasons for not buying organic foods, by country, September 2007
- THE CONSUMER - PURCHASING AND ATTITUDES
- Key Points
- The typical organic shopper is from Northern Italy, aged 35-54, on medium-high income and with
- children
- Figure 21: Purchasing of organic foods in the last 12 months, by type, September 2007
- Figure 22: Types of organic food bought in the last 12 months, by gender, age, income and presence of
- children, Italy, September 2007
- Health and food safety are key issues
- Figure 23: Reasons for buying organic foods, September 2007
- Figure 24: Reasons for buying organic food, by gender, age, income and presence of children, Italy,
- September 2007
- Organic food vs food miles
- Figure 25: Attitudes towards organic vs non-organic foods, 2007
- Figure 26: Attitudes towards organic vs non-organic foods, by gender, age, income and presence of
- children, Italy, September 2007
- Reasons for not buying organic
- Figure 27: Reasons for not buying organic foods, September 2007
- Figure 28: Reasons for not buying organic foods, by gender, age, income and presence of children, Italy,
- September 2007
- Repertoire - how many products do people buy
- Figure 29: Organic repertoire, September 2007
- Figure 30: Repertoires, by gender, age, income and working status, Italy, September 2007
- Figure 31: Repertoire by number of products bought, September 2007
- Attitude groups
- Evangelicals (18% of Internet users)
- Foodies (26% of Internet users)
- Well-beings (21% of Internet users)
- Pushed (36% of Internet users)
- Figure 32: Attitude groups by country, September 2007
- Figure 33: Attitude groups by demographic sub-group, Italy, September 2007
- Figure 34: Number of food categories where organics are bought, by attitude groups, Italy, September 2007
- APPENDIX: RESEARCH METHODOLOGY
AbstractThe Italian market for organic food and non-alcoholic drinks is estimated at €1.7 billion in 2007, a rise of 8.5% on 2006. This is the best performance since 2003, after which sales became stagnant, even declining in some sectors, after years of double-digit growth.
Although Italy is one of the largest organic producer countries in Europe, the domestic market remains small in comparison to countries like Germany and the UK. In Italy, organics have limited mainstream appeal, with the typical organic shopper aged 35-55, with a high level of education and income, and living in the North. Having children also increases the tendency to buy organic.
This report covers the retail market for organic food and non-alcoholic drinks, produced according to organic principles and standards. This includes fruit and vegetables, meat and poultry, dairy products, fish and seafood, eggs, prepared foods and groceries, cereal products, baby and toddler foods, infant formula, soft drinks, and beverages such as tea and coffee. It includes organic foods that are fresh, frozen or ambient.
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