The market for anti-waste applications - Italy

The global market for anti-waste applications has been recognized for its potential in reducing the staggering 1.3 billion tons of food waste produced annually. Notably, these applications have gained significant traction in Europe, with European food waste apps experiencing a 14 million increase in Android users in the 12 months leading up to February 2022. These apps have proven particularly adept at modifying consumer behaviors via accessible smartphone technology.

22% of Italians have reportedly used an anti-food waste app, with apps like Myfoody and Lastminute Sotto Casa leading the charge in local initiatives. The market is vibrant with a mix of both native and progressive web applications, and while most apps are free and supported by advertising, some also follow a freemium or paid model. With the growing emphasis on sustainability, these anti-waste applications are becoming increasingly integrated into everyday consumer practices and are a key component in the effort to minimize food waste on a global scale

Trends in the Italian Anti-Waste Application Market

In the realm of anti-waste and sustainability, Italy has seen a significant uptick in awareness which is reflected in the rising popularity of anti-waste applications. These apps focus primarily on reducing food waste as part of a broader effort to combat the staggering global food waste statistics documented by organizations like the FAO and UNEP. The Italian market, particularly, is engaging in this fight with various homegrown applications alongside international entries. In Italy, food waste has declined by about 25% in recent years, which indicates a growing conscientiousness about sustainability among Italians. More than a third report being aware of the environmental impact of food waste. These changes in consumer behavior are driving a surge in the number of users leveraging anti-waste applications for food purchasing. The market has embraced apps like Myfoody and caters to shoppers looking for discounts on products nearing expiration or with packaging defects, hinting at cost savings of between 30-50 percent.

The anti-waste applications are quite varied in functionality, from platforms selling unsold food at discounted prices to those suggesting recipes to minimize leftovers in the household. In particular, substantial growth occurred during the pandemic, demonstrating these platforms' resilience and relevance in changing market conditions. Internationally recognized applications like Too Good To Go take the lead with a claimed 139 million meals saved and a user base of around 57.7 million. However, solely Italian platforms are also carving out substantial presence, with apps like UBO and Lastminute Sotto Casa enhancing how Italians store, purchase, and consume food to mitigate waste. Among domestic households, fresh fruits, vegetables, and bread top the list of wasted foods, while meats and grocery items are significant in terms of value. It's estimated each Italian household discards about 67 kg of food annually, culminating in a national total of around 4 million tons of waste, valued at nearly 1.9 billion euros. anti-waste apps are addressing this issue head-on with varied approaches such as direct consumer services, retail partnerships, and community sharing programs.

Key Players in the Fight Against Food Waste: Innovations and Impact

The battle against food waste has seen the rise of numerous players in the market, spearheaded by innovative apps designed to curb the unnecessary loss of resources. These actors have not only redefined the way consumers shop and consume food but also provided businesses with sustainable options to manage surplus produce. Below is an overview of some pivotal movers and shakers in the anti-waste application industry.

• Too Good To Go Too Good To Go stands tall as a trailblazer in this niche market. Originating from Denmark and commencing operations in 2015, it has since flourished across numerous countries, including a booming presence in Italy since 2019. The platform allows users to rescue 'magic boxes' full of surplus food from local eateries and stores at a fraction of the original cost. The intuitiveness of the app and its commitment to sustainability has amassed a burgeoning user base, helping to save millions of meals globally.
• Phenix : With its roots in France, with a model that connects food businesses to charitable organizations for donating excess food. Additionally, Phenix offers expiration management services to help optimize discounts and has developed a consumer app similar to Too Good To Go. After its arrival in Italy in 2021 and the acquisition of the Italian app MyFoody, Phenix has positioned itself as a crucial player in the delivery of salvaged food, focusing on substandard fruit and vegetables.
• OLIO : OLIO, a UK-based initiative that began in London in 2015, champions the sharing of surplus food among neighbors, significantly reducing household food waste. Furthermore, OLIO partners with entities in the food sector to collect leftover food and distribute it within the community. The app's educational resources on consumption habits promote a waste-free culture.
• Karma : A Swedish endeavor launched, Karma allows users to claim fresh meals from various food establishments that would otherwise go to waste, offering them significant discounts. Unlike its counterparts, Karma provides a transparent menu of available items, allowing users to choose their meals directly from participating businesses. Karma's global reach and meal savings speak volumes of its effectiveness and popularity.
• Last Minute Sotto Casa An Italian digital anti-waste community that emerged from Turin in 2014, Last Minute Sotto Casa bridges the gap between consumers and shop owners. Retailers can notify users of surplus or nearing-expiration goods available at cut-rate prices, harnessing user engagement to minimize

Inforamtion

• Number of pages : 30 pages
• Format : Digital and PDF versions
• Last update : 05/07/2022

Summary and extracts

List of charts

• Annual household food waste generated in selected countries worldwide as of 2020
• Apps by number of downloads, Android Users
• Share of waste by department by weight
• The reasons for food waste in Italian households
• Food thrown away BEFORE cooking
• Food thrown away AFTER cooking
• Consumer strategies to reduce waste
• Public measures to combat waste
• Value of waste throughout the supply chain