Health and sustainability are becoming consumer buzzwords. Italians are increasingly careful to buy healthy and sustainable products. Even if in times of difficulty the price continues to be decisive for 70% of consumers, in recent times the share of those who are willing to pay more if the product is sustainable has increased significantly. A trend that has taken hold in Italy as in the rest of Europe, especially after the pandemic which has led people to pay much more attention to the health aspect of food and environmental protection to safeguard their well-being.
This is attested by a report by Deloitte The Conscious Consumer, an analysis that collects the opinion of over 17.000 consumers in 15 European countries. Indeed, according to the study, health is a criterion of choice for 86% of consumers , 70% sustainability. In particular, the study shows a greater commitment to eat more vegetables (64%) and less meat (51%), preferring local products (64%). Added to this is also the greater propensity to preparing meals at home (54%) and attention to packaging reduction (47%).
«In the space of a year – comments Eugenio Puddu, Consumer Products Sector Leader of Deloitte Italia – the attention of Italian consumers towards a healthier and more sustainable diet has grown. So spending is increasingly guided by consumer values: proof of this is the choice of healthy foods, possibly local, prepared at home and designed with a view to reducing waste».
If sustainability and health are gaining importance, we must not forget the price factor, which remains relevant for 70%. But not relevant enough to surpass health, which is more important than price for 80% of Italian consumers and more important than sustainability according to 91%. Another figure, however, signals the growth of attention towards sustainability: despite 61% of consumers declaring that price influences them more than sustainability, 78% of Italian interviewees say they are willing to pay at least 5% in more for sustainable food, but also for local groceries (79%), organic and fair trade products (both 76%).
But how do Italians get information about food products? According to Deloitte research, they rely above all on industry experts and the web. Supermarkets, on the other hand, are considered a reference point by only 11% of Italians. Furthermore, Italian consumers expect supermarkets to provide consumers with more accurate information (66%) and to exclude products that are not good for health from sale (51%).
"Italians - comments Enrico Cosio, Retail, Wholesale & Distribution Sector Leader of Deloitte Italia - expect concrete actions from supermarkets to be guided towards healthy and sustainable choices." Significantly, nearly seven out of ten consumers think that environmentally impactful features such as unhealthy information should be clearly stated on packaging. Furthermore, 51% of Italian consumers agree with the exclusion of unhealthy products from supermarket assortments».
“Consumers expect concrete actions from supermarkets, as well as institutions. – concludes Enrico Cosio, Retail, Wholesale & Distribution Sector Leader of Deloitte Italia – supermarkets should play a more active role in guiding towards healthy and sustainable choices. Their commitment should also go through the choice of products on the shelf. In Italy, almost seven out of ten consumers think that environmental impact characteristics such as information on unhealthiness should be clearly indicated on the packaging. Furthermore, 51% of Italian consumers agree with the exclusion of unhealthy products from supermarket assortments.”
