The organic packaged food market in Italy is relatively nascent, with many sectors recording double digit growth and introducing new innovative products, despite the economic downturn. Key factors behind the growth of the organic sector have been product diversification and rising demand for higher priced products following changing consumer attitudes towards food. Italians are paying more attention to eating healthy foods, as well as those that are certified organic, and producers are taking note. New brands have been introduced in line with growing demand, and manufacturers who had previously produced regular products are branching into organic food.
An improvement in the overall economic environment should further encourage the growth of other organic products in Italy. Better economic conditions will help lower consumer price sensitivity, and increase their willingness to pay a premium for organic products. Alternatively, a prolonged economic downturn may negatively affect growth projections.
“Greener” and more convenient food is gradually becoming a first choice among the average Italian consumer. Interestingly, industry sources have noticed a matching increase in the consumption of both organic and convenience food and expect the two to merge together to supply time-poor consumers keen to opt for greener choices, but who are only prepared to pay a small premium for organic varieties.
Overall, organic packaged food is still an emerging segment and there are still many categories where organic food has yet to become available. Therefore, the opportunities for development are extensive.
One of the major obstacles to the increase in demand of organic products in Italy is the consumers' lack of information. Many believe that organic products are only produced in Italy, and are not aware that imported products could be labelled as "organic."
Education is the key to gaining new customers and persuading them to buy organic food, despite it being much more expensive than standard food. Therefore, promoting organics through the press, the Internet, television or other mass media is necessary to raise awareness among adults.
