Fresh food consumption in Italy: balance between savings and quality

Image: Ⓒ Vini e Sapori

Image: Ⓒ Vini e Sapori

Italian habits in food consumption are changing and companies should meet new necessities and take the new trends into account.

Recent researches show how Italians are paying more attention in doing shopping for food, trying to find the best profitable balance between needs and value for money.

Many fresh products which in the past had been replaced by processed products are starting to regain favor. Health, environmental and cultural campaigns have played a significant role in sustaining fresh food use and fresh food consumption.

A certain decrease in purchasing power of a growing number of Italian consumers has forced many people to return to a more traditional lifestyle and to go back to the kitchen to prepare home-made food. More people are buying cooking ingredients, amongst which fresh food products have an essential role, which has recently been rediscovered.

In order to save money, consumers visit at least 3 different categories of shops in a month and do the shopping twice a week or more. Furthermore, Italians buy few products and more often. Instead of stocking up products, they prefer to buy “family packs” or choose single portions in order to waste less food.

It would be an error, though, to explain market dynamics only as a consequence of saving behavior. As a matter of fact, Italians pays the same attention to quality. Their attention to limit the costs of shopping through a more accurate attention to discounts doesn’t imply a mere reduction of “value for money”.

The purchasing criteria vary according to the product categories and, talking about fresh food, the quality of the ingredients, taste and service are definitely important factors to focusing on.

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