The ideal grocery shopping? With less sugar and fat. But prices are a barrier to purchase
Analysis by Bain & Company shows that health and ethical reasons are increasingly driving daily shopping choices: 45% of them said they do not buy organic food because the cost is too high
Key points
Among the criteria that guide the choice of products to put in the shopping trolley, health is at the top of consumers' good intentions, even if they sometimes struggle to put this principle into practice. These are the two sides of the behaviour of Europeans and Italians that emerge from a report by Bain & Company.
Healthy choices drive spending
According to Bain & Company's Consumer Lab, which analysed the opinions of some 9,000 consumers in Europe, including 1,500 Italians, "health is the main driver of change towards more conscious consumption". Nearly 95% of Europeans consider it "a top priority, prompting them to choose a healthier and more varied diet". However, 23% say they have difficulty maintaining healthy behaviours. 30% of Europeans are also actively trying to lose weight, "driven mainly by the desire to sleep better and increase physical strength".
«Oltre la metà degli europei sta attivamente eliminando dalla propria dieta alimenti poco salutari, spinta dal desiderio crescente di adottare uno stile di vita più sano, a partire dalle scelte che compie a tavola - commenta Marco Caldarelli, senior partner e nuovo responsabile italiano del settore Consumer Products di Bain & Company - . Il benessere fisico è la principale motivazione alla base di questo rapido cambiamento, alimentato da fattori come il burnout, la mancanza di energia e le crescenti preoccupazioni per la propria salute. Le aziende del largo consumo devono rispondere con rapidità e concretezza a questo cambiamento, ripensando le proprie strategie di offerta. È il momento di innovare formulazioni, ridurre zuccheri e ingredienti processati, ed elevare la qualità nutrizionale dei prodotti, puntando su trasparenza, ingredienti locali e soluzioni accessibili. Solo così potranno intercettare una domanda sempre più attenta al benessere fisico e mentale, e costruire un rappo
The enemies of shopping
Among the main 'enemies' of a healthy diet were sugar, processed foods and fats, which are considered foods that should be reduced as much as possible in everyday purchases. According to the study, "56% of consumers say they have reduced their consumption of sugar and 50% say they have reduced their intake of processed foods. In contrast, 30% of consumers say they have increased their consumption of local products, while interest in protein, fish and food supplements is also growing.
In addition,38% of respondents to Bain's survey said they would like to increase their fish consumption, considering it "a viable alternative to red meat for a lighter and healthier nutritional profile". Zero-kilometre or locally sourced products are also gaining in popularity, appreciated for their freshness and sustainability. Next, 33% indicated an increased interest in the use of supplements and vitamins, seen as an important support within a balanced diet and in combination with an active lifestyle.
