Zero kilometres, organic and Made in Italy

In recent years, also thanks to the pandemic, the consumption habits of Italians have changed a lot. From zero kilometers to organic to Made Italy, attention to sustainability is growing.

This change in course was due to the strengthening of sensitivity towards important issues such as health And sustainability of food (and not only) purchased. In short, institutions and consumers demand a healthier food system that respects the environment.

Trend in food consumption: data from Nomisma’s “World after lockdown” observatory

From focus on trends in food consumption of the Observatory “The world after lockdown” of Nomisma created for Fileni, it emerged that in Italy, attention to sustainability is growing through selection of products a Zero kilometersorganic and Made in Italy.

The observatory has continuously investigated post-covid consumption habits and expectations. The survey, on a sample of 1,000 Italian purchasing managers, showed that in recent months there has been an orientation towards quality and safer food, and thus healthier choices are being made.

In particular, the Nomisma Observatory found that attributes such as “100% Made in Italy origin”, “sustainability” and “organic” are absolutely indispensable in the shopping basket for consumers.

Organic, zero kilometers and Made in Italy: attention to sustainability is growing in Italy – Canva

Made in Italy and zero kilometers

The most sought after feature in the choice of food is Made in Italy and Zero kilometers. In particular, according to the study by Nomisma Observatory:

  • 22% of consumers said they had increased purchases in these two categories;
  • 28% started buying food from short supply chains during the months of the shutdown.

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Practices and methods for organic and sustainable production

Interest in i organic and sustainable production methods:

  • 20% of Italians preferred food produced with low environmental impact methods;
  • 12% bought food with sustainable packaging;
  • 30% of consumers have tried organic products for the first time ever.

The spread of sustainable practices such as organic farming and animal husbandry is at the heart of the Green New Deal, an environmental challenge presented by the President of the European Commission, which aims to design a new food system: healthy and respectful of the environment. Among the main goals of the new food policy Farm to tableone of the pillars of the Green Deal, there are those of

  • minimize the use of pesticides, fertilizers and antibiotics;
  • convert agricultural land to organic farming.

Green packaging

Even the packaging goes green. As many as 9 out of 10 consumers of the sample of 1,000 Italian purchasing managers estimated by the Nomisma Observatory want to find sustainable packaging. More specifically:

  • 36% of them expressed that the packaging for organic meat should be 100% recyclable;
  • 17% want the packaging to be compostable;
  • 16% expressed the wish that it could contain as little plastic as possible;
  • 11% of user of organic meat, would like to find information about the packaging’s environmental impact on the label.

In Italy, 8 out of 10 consumers buy food at zero kilometers: the ENPAIA-Censis study

According to the survey “The relaunched value of the food supply chain and its protagonists” by ENPAIA – Censis Observatory (ENPAIA – National Insurance Agency for Employees and Employees in Agriculture), 80.5% of Italian consumers buy food from Zero kilometers.

Zero kilometers - food sustainability

Organic, zero kilometers and Made in Italy: attention to sustainability is growing in Italy – Canva

Short supply chain: zero kilometer food

Food a Zero kilometersalso defined “Short Chain”, are local products sold near the place of production. The short chain establishes a direct relationship between the consumer and the producer. The reduced transport and distribution costs, the absence of commercial intermediaries, the seller’s minimum profit means that these products usually have a fairly low price. Not only that: food a Zero kilometers they provide greater guarantees of freshness due to the absence, or almost, of transport and passage.

Short-chain food purchasing is increasingly widespread, especially in areas with high agricultural production and especially for specific products such as fruit and vegetables. This choice of consumption increases local production and rebuilds the connection to the territory and local gastronomic traditions. The short supply chain can ensure healthier, quality and sustainable food.

Food platforms: a post-pandemic trend

As many as 8 out of 10 Italians have strengthened the habit of domestic food consumption during the first 9 months of 2021. Data from ENPAIA – Censis Observatory showed that the use of food platforms has increased a lot:

  • 13% of Italian consumers said they use it often.
  • 45.5% use food platforms from time to time.
  • THAT frequent user among young people they are double the overall average.

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Pills of curiosity – I didn’t know that. And you?

  • In the food evaluation, over half of Italians are aware of the impact on health and choose to recycle the food left over from lunches and dinners in order to reduce waste. Italians who choose shopping a Zero kilometers they also do it to improve local farms and reduce the use of means of transport that have a major impact on global warming.


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