Lab Academy SANA Food
July 2024
Lab Academy SANA Food: the new eating habits adopted by Italians
On Tuesday 2nd July the first appointment of the Lab Academy SANA Food took place, the cycle of seminars dedicated to the food sector and to out-of-home consumption, which opens the way to SANA Food.
The exhibition event dedicated to healthy eating will be held again at BolognaFiere from 23 to 25 February 2025.
During the seminar “Out of home consumption: food innovation for new lifestyles”, organised in collaboration with AITA, Samanta Correale presented the market data on new lifestyles provided by GS1 Italy.
The “Osservatorio Immagino”, published by GS1 Italy, offers an in-depth look at changes in Italians' purchasing behaviour through the analysis of product labels.
This six-monthly report analyses over 139,000 products in Italian supermarkets and hypermarkets, representing the 83.1% of value sales in these channels.
The data reveal emerging trends, consumer preferences and new needs, highlighting the growing importance of packaging claims.
An increasingly attentive and aware consumer is emerging, wishing to make both informed and sustainable choices.
The importance of label claims
Product labels have become a real channel of communication between producers and consumers. This phenomenon is driven by several factors:
- European regulations: Regulation (EU) No 1169 imposes strict standards on the information to be provided on the label, ensuring greater transparency for consumers.
- Consumer demands: Italians are increasingly attentive and informed, demanding details on ingredients, origin, production processes and environmental impact of products
- Marketing strategies: Companies use labels as a storytelling tool to communicate brand values and the distinctive features of their products.
Numbers and details of the “Osservatorio Immagino”
The GS1 Italy research project, presented during the first Lab Academy SANA Food event, digitised more than 139,000 products, analysing more than 100 variables and involving 2,041 producers and 54 distributors.
Labels show key trends: beneficial ingredients (+9.4% in value), free-from products (+9.7% in value), and rich-in products (+10% in value).
Sustainability is central: 116,699 products represent 83.8% of the grocery total, with 92.1% of the sales volume.
Italian consumers, especially young families with high incomes, prefer sustainable and environmentally friendly products.
Product labels, from simple information elements, have become effective media through which companies communicate with consumers, telling stories of transparency, sustainability and quality.
Sustainable packaging saw an increase of 9.5% in value with 5,941 products, reflecting consumers' focus on eco-friendly packaging.
Organic products, with 12,749 references, grew by 10.2% in value, showing a preference for sustainable production methods.
Claims related to animal well-being, such as ‘cruelty-free’ or ‘free-range’, registered a significant increase.
Sustainability affects the consumer's choice
Sustainability represents both a challenge and an opportunity for companies. Companies must adapt to these new priorities by integrating sustainable practices into their production chain and communicating them effectively through product labels.
Starting with the presentation of GS1 Italy's Osservatorio Immagino, Lab Academy SANA Food intends to offer all industry professionals useful tools to understand the dynamics of the Italian market and new consumption trends.
In a steadily evolving market, it is essential for companies to stay up-to-date on trends and adapt their strategies to meet the needs of increasingly informed and attentive consumers.
Sustainability and transparency are no longer just an added value, but a necessity to be competitive and build lasting trustworthy relationships with customers.
SANA Food: the exhibition in February 2025
SANA Food, scheduled from 23 to 25 February 2025, represents one of the most eagerly awaited events in the Italian agrifood panorama.
This event, which will take place at BolognaFiere, will be a meeting point for producers, distributors and industry professionals, offering a unique platform to discover the latest news and trends in the field of healthy eating.