The organic fruit and vegetable market - Italy

The "organic" fruits and vegetables come from organic farming: the production is natural and does not use any synthetic chemicals such as pesticides, herbicides, artificial fertilizers or growth hormones. Organic fruits and vegetables are the most dynamic segment in the global organic food market (which also includes beverages, cookies, meat and other seasonings), with a growth rate of 9%. North America is the largest market for organic fruits and vegetables, followed by Europe and Asia-Pacific. In the United States, almost 14% of fruits and vegetables sold are organic. The organic market in Italy has exceeded several billion euros, with an increase of 180% in ten years. The incidence of fruit and vegetables on total organic spending is equivalent to 27.2% and 19.4% respectively. The demand of Italian consumers has therefore strongly increased, and in 2020 90% of Italian consumers bought more than three times an organic product. The Italian market is very fragmented, as it is dominated by thousands of local producers. Regarding the distribution, the GDO represents the main distribution channel, followed by discount stores, whose sales have increased by 10.7% in 2020. The increase in demand for organic fruit and vegetables is mainly due to increased production and greater consumer awareness of the effects of food on health. The supply of organic fruits and vegetables is however limited in relation to its demand, due to its high production costs. However, the market is driven by the fact that consumers are willing to pay more for organic food due to several advantages related to its consumption and production, such as lower pesticide use and high nutritional value.