Data collected by analyst GfK Eurisko and published by international trade exhibition Macfrut's Italian Families Fresh Produce Consumption Monitor have revealed that, while the number of Italian households buying fresh fruit and vegetables has increased since the end of 2009, the average volume purchased by each family during the same period has gone down.
The figures, collated for the first six months of 2010, showed a continuation of last year's worrying trend towards lower consumption of fruit and vegetables in the Italian market, as well as a downturn in consumer spending on fruit and vegetables (including frzoen vegetables).
Following a 10.3kg fall in the volume of produce sold in 2009, the first half of this year saw a further 5.1kg (2.8 per cent) decline in sales volumes, alongside a €10.90 (3.4 per cent) decrease in average spending within the sector.
For fresh fruit and vegetables alone, however, there was a more modest average fall of 5kg (from 180kg to 175kg) and of €10.00 (from €303.00 to €293.00) per family.
Overall, there was a 3.5 per cent rise in the number of families purchasing fruit and vegetables, although this only translated into a slight increase (0.9 per cent) in the total volume sold during January-June 2010 to 4.28m tonnes.
The continued decline in average fresh produce consumption among Italian families will be one of the key items for discussion at Macfrut, which takes place in Cesena, Italy, on 6-8 October 2010.
'In this regard, the 2010 edition of Macfrut will focus on placing greater attention on consumption and consumer satisfaction,' commented Domenico Scarpellini, the event's president.
'Consolidation and coordination between suppliers isn't enough,' he added. 'We need to ensure consumers can understand quality, something which will offer greater opportunities to expand the market.'
During the three-day event, a round-table discussion entitled 'Teaching and learning good dietary habits at school' will take place on the afternoon of 7 October, while a special convention on marketing better eating habits to consumers will be held the following morning.
The habits of consumers in Italy, one of Europe's most important fresh produce markets, are of great interest to many in the fresh produce trade.
During the first half of 2010, Italian families purchased 49.8 per cent of their fresh fruit through the modern retail sector, compared with 48.8 per cent during 2009.
This was almost entirely at the expense of traditional, outdoor markets, which saw their share fall from 23.7 per cent to 22.8 per cent.
No comments yet