Sintesi

The global market for organic fruits and vegetables has been experiencing robust growth, with the organic segment demonstrating a 9% growth rate and accounting for a significant portion of the global organic food market. As of 2020, North America leads the market, followed by Europe and Asia-Pacific, with organic sales in the United States making up approximately 14% of fruits and vegetables sold. The Italian organic market surpassed several billion euros, marking a 180% increase over a decade, with fruit and vegetables representing 27.2% and 19.4% of total organic expenditure, respectively. Italian consumer demand has surged, with 90% purchasing organic products more than three times in 2020. Local production dominates the market, which remains highly fragmented and is primarily distributed through large-scale retail (GDO) and discount stores, which saw a 10.7% sales increase in 2020. Despite higher production costs limiting supply, consumer willingness to pay a premium for the health benefits and reduced pesticide use of organic produce is driving the market forward..**Organic Fruits and Vegetables Market: A Blossoming Sector in Italy** In recent years, the Italian market has shown a significant and flourishing interest in organic fruits and vegetables, indicating a robust demand for these natural products. This transformation is sweeping across Italy, where consumers are demonstrating a heightened awareness regarding the impact of food on health. The country has witnessed a staggering 180% growth in the organic market over ten years, with fruits and vegetables accounting for around 46.6% of total organic spending. The Italian appetite for organic produce is voracious—around 90% of consumers are purchasing organic products more frequently, with the market exceeding several billion euros. Approximately 14% of the fruits and vegetables sold in the United States are organic, which underscores the global trend towards more organic consumption. Organic fruits and vegetables, heralded for their high nutritional value and lower pesticide use, are in such high demand that supply often lags behind. Despite higher production costs, consumers are willing to pay a premium, further stimulating market growth. Within Italy, regions such as Sicilia, Puglia, and Calabria boast the largest organic agricultural areas, where hectares count in the hundreds of thousands, underscoring the geographical significance of these regions to the market. When it comes to pricing, organic products generally command a higher price point than their non-organic counterparts. For example, organic apples, potatoes, and tomatoes can be up to twice as expensive, although the gap varies across product types. Taking a leap to digital means, the online sales channel has gained momentum thanks mainly to the pandemic, with one in four households exploring online purchases for organic fruits and vegetables. In summary, the burgeoning Italian market for organic produce is testament to a consumer base that values health and sustainability, a trend that has only intensified in the wake of the COVID-19 pandemic. From an expansive billion-euro market to the considerable quantity of land dedicated to organic farming, and the increased consumer willingness to invest in organic products, Italy's organic fruits and vegetables sector is a vibrant and growing field wielding great potential for the future..### Key Players Shaping the Organic Fruits and Vegetables Landscape in Italy Within the ever-evolving domain of organic fruits and vegetables in Italy, several pivotal players have carved out significant niches for themselves, bolstering the market's dynamism and responding to the burgeoning consumer demand for healthy, sustainable produce. Below is an insightful glimpse into the main entities that are not just participating in the market but actively shaping its future. **Local Producers and Organic Farms** The Italian market for organic produce is strongly defined by local elaboration, with thousands of organic farms and producers spread across the country. Their presence in virtually every municipality speaks to a deep-rooted culture of organic farming. This decentralized supply base contributes significantly to the vitality of the sector, ensuring a diverse range of fresh, locally-sourced organic fruits and vegetables that appeal to the Italian preference for 'Km 0' or zero food miles products. Many of these farms engage in multifaceted operations, going beyond mere production to encompass processing, agritourism, and educational activities. **GDO (Grande Distribuzione Organizzata)** Large-scale organized distribution, or GDO, is the leading channel for the distribution of organic fruits and vegetables in Italy. This generally encompasses supermarkets and hypermarkets which, with their expansive reach and significant purchasing power, serve as a powerhouse for the commercialization of organic produce. They are instrumental in making organic options widely accessible to a larger segment of the Italian populace. **Small Service Providers and Discount Stores** A remarkable trend in the distribution of organics has been the emergence and growth of small service providers and discount stores. Their remarkable sales growth, particularly noted in 2020, suggests a shifting consumer preference towards these outlets. Their appeal may be attributed to competitive pricing, convenience, and a perception of value, making organic fruits and vegetables more accessible to cost-conscious consumers. **Online Retailers** While the COVID-19 pandemic presented a plethora of challenges, it also spurred the growth of online shopping for organics. With restrictions limiting traditional retail, many Italian households turned to the internet to purchase their fruits and vegetables. Supermarket websites became a crucial point of sale, indicating the digital resilience of the organic market and an area ripe for future growth as consumers increasingly appreciate the convenience of online shopping. Despite the lack of specific turnover details, it's clear that these players – from the vital local farming community to the GDO, smaller vendors, and emerging online platforms – are collectively driving the Italian organic fruits and vegetables market. With deep roots in local traditions and
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  • Pagine Nome : 30 pags
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  • Ultimo aggiornamento : 10/08/2021
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1 Market overview

1.1 Definition and scope of study

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.

1.2 A Global Market in full Expansion

The Research Institute of Organic Agriculture (***). This study provides an overview of the global organic agriculture market, in which fruit and vegetables play an important role. 

In ****, the global organic farming market was worth ** billion euros, with an average annual growth rate (***).

Main organic farming markets by value of sales World, ...

1.3 An Italian Market which Does Not Disappoint

The most recent data show that Italian organic farming has a very important position in the European Union, both in terms of number of companies and of surface area, and the evolution of size indicators over time also show the growing interest of operators and the market in this production method, ...

1.4 Imports and Exports

Imports  

The following graph shows the Imports volume of fruits and vegetables in **** and ****. As we can see, the volume of fruit imports is more than double the size of the vegetables', although it suffered a slight decrease in ****. 

Imports volume of fruits and vegetables Italy, ****-****, in thousands of tonnes Source: ...

1.5 COVID-19 Impact

The COVID-** pandemic has had devastating effects on many markets and industries. Due to the nature of the virus (***) sanitary measures were put in place, the most significant of which were mandatory, government-mandated closures that kept people home and halted the most economic activity. Italy, being the first European country affected ...

2 Demand Analysis

2.1 Demand Characteristics

Italy is one of the countries where the propensity to consume organic fruit and vegetables is highest, compared to other European countries. In fact, **% consume at least one portion of fruit or vegetables a day, and in ****, according to Nomisma's calculations, the annual per capita consumption of fresh fruit and vegetables ...

2.2 Consumer Profile and Habits

A report published by Nomisma shows the results of the survey, which allows us to define a consumer profile and its consumption habits. 

According to the survey, **% of buyers are university graduates and **% are under ** years old. Regarding families, in the last year, * out of ** families have bought organic fruit and ...

2.3 Demand Drivers

The yearly report published by Italiani Coop synthesizes Italians' priorities for ****. These main trends represent huge drivers for the characteristics that consumers typically attribute to bioproducts: health, sustainability, and focus on the territory (***) were all trends underlined in the previews section. 

Local products

According to the survey, more than **% of the ...

2.4 New Trends of the Industry

The regenerative trend

The conversation is expanding as producers adopt and brands demand regenerative agriculture practices, those which “regenerate” soil that has been stripped of its nutrients and biodiversity by synthetic fertilizers, pesticides, and herbicides. The marketplace hasn’t yet caught up with the regenerative movement, but such movements do take ...

3 Market structure

3.1 Structure and Dynamics of the Market

The organic production system is the most modern one in the Italian agri-food sector.

It employs more than ***,*** people in farms, processing and distribution companies, control activities, technical assistance and the rest of the complementary industries.

In **.*% of Italian municipalities, there is at least one organic farm, with a higher concentration ...

3.2 Value Chain

Source: ****

3.3 Geographical Distribution of the Organic Areas in Italy

As the graph below and the annexed table show, the greatest portions of organic arable land in Italy are concentrated in the south of the country, more specifically in Sicilia, Puglia and Calabria. For organic fruit and vegetables in particular, Puglia presents the greatest portion of arable organic areas with, respectively, ...

3.4 Distribution

For what concerns the distribution channels of Italian organic fruits and vegetables, two m ain trend are worth noticing: the surge in popularity of the online channel due to the COVID-** pandemic and the related restrictions put in place by the government and the primacy of the GDO distribution channel accompanied, ...

3.5 Top Players of the Organic Agriculture in Italy

The first Pambianco study on the turnover of the leading Italian companies in the processing of organic farming products highlighted the following ranking (***):

Rigoni di Asiago Alce Nero Brio Damiano Natura Nuova

The graph below shows the turnover of these leaders of the sector. Most of these companies are not specialized ...

4 Analysis of the offer

4.1 Typology of the Offer

In Italy, as in the rest of the world, the offer of organic fruit and vegetables is extremely varied and comprehensive. It is thus difficult to present an exhaustive description of the typology of the offer of this market.

Nonetheless, Ismea, provides some useful information about the typology of the offer ...

4.2 Pricing

Analyzing the comparison of a basket of reference organic products over a five-years period, we can confirm that the prices of organic products are on average **% higher than those of conventional equivalents. In the fruits and vegetables sector, the gap is narrower, in contrast to cereals and other grain crops whose ...

4.3 Geographical Distribution of the Offer

Once again and inevitably so considering the predominance of Sicilia, Puglia and Calabria for what concerns arable organic areas, most Italian organic operators are concentrated in these three regions with **.*** operators in Sicilia, **.*** operators in Calabria and **** opeators in Puglia.

Geographical Distribution of Organic Operators

Italy, ****, in number of organic ...

4.4 Profile of Italian Organic Operators

**.*% of Italian organic farm managers have a university degree or diploma (***), and **.*% have a high school diploma, almost double the average.

Organic farm managers not only have a higher education, but are also younger than traditional farms operators: **% of farm managers are between ** and ** years old (***), only **.*% of organic farmers are ...

4.5 The Biodistricts

In recent years, a growing number of Italian rural areas have spontaneously organized themselves into organic districts, a form of territorial aggregation that was first experimented with by AIAB in ****, and has been expanding in Italy in a way that has no equals in Europe or in the world, where similar ...

5 Regulation

5.1 The Italian Regulation

The Minister for Agriculture, Stefano Patuanelli, is pushing for the process of approving the law on “organic” to continue in Italy. The bill's guidelines, presented to the Senate's Agriculture Committee, focus on more sustainable systems and on the centrality of the ecological transition of Italian agrifood policies, with the aim of ...

5.2 The European Regulation

The EU Regulation on Organic Production and Labeling of Organic Products ensures that the same high-quality standards are met throughout Europe. The rules relate to farming and aquaculture practices, food processing and labeling, certification procedures for farmers, and importing organic products that come from outside the EU.

EU farmers who produce ...

5.3 Next step in the Regulation

MEPs approved in April **** the amendment of the regulation on organic production and labeling of organic products. In October ****, the Parliament approved the postponement of the application of the new regulation by one year, which will then be scheduled for January *, ****. The decision was made to help agricultural entrepreneurs and local ...

6 Positioning of the players

6.1 Segmentation

  • Rigoni di Asiago
  • Alce Nero
  • Brio S.p.A
  • Natura Nuova
  • Cortobio
  • Almaverde Bio
  • Natura Iblea
  • Paniere Bio

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Cortobio
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