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Sports and breakfast, perfect combination for 18 million Italians according to Doxa/AIDEPI

By
Carmela Ignaccolo
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Only until a short time ago it was a bizarre custom practised by professionals or Nordic peoples with the fitness bug, but now sport in the morning, before going to work, is also a reality in our country, involving as many as one in three Italians (35% of the population, equal to 18 million people) at least once a week and 2 out of 10 (11 million people) almost every day. Among these, 9 out of 10 Italians do not renounce breakfast, with 54% preferring to have it before their sports activity, 30% after, 9% that have their real breakfast before and then eat something also after their physical activities, and only 7% does not have breakfast either before or after sport. These are the results of the survey “Italian and sport in the morning. What’s the role of breakfast?” carried out by the DOXA AIDEPI (Association of Italian Confectionery and Pasta Industries) Observatory, “I start well” which photographed how the first meal of the day takes place within the morning sports activities of Italians.

Biscuits, rusks (with jam or chocolate spread), cereals, croissants, fruit, accompanied by coffee, milk or cappuccino, constitute the breakfast of 86% of morning sports enthusiasts, who do not change the choice of food to be brought to the table and also do not increase or decrease the portions.

Men over 50 outdoors women in the gym

The survey also prepares the identikit of the sports maniac: men over 50 practice sport daily. 22% of our countrymen, on the other hand, practice sport 3 to 6 times a week, and women, on the other hand, have an average of 1-2 times a week. North East and Central Italy are the most “sporty” geographical areas of Italy.

The place is also important and determines another watershed, in this case in terms of gender. The Doxa/AIDEPI survey shows in fact that the places most frequented by sports enthusiasts in the morning are open areas (66%), while 25% do indoor sports (gym or swimming pool) and 9% practice it at home using household equipment or by doing floor exercises. However, parks, gardens, sports fields, running tracks and roads are more frequented by men (79%) than women (53%) which more often choose the sports facilities (36% versus 14% of men) or their home (11% versus 7% of men). In general, young people prefer sports facilities (39%) while those over 50 outdoor sport (71%).

Really flattering numbers until you discover that with our 96 days a year compared to a European average of 108 days, we are in the second to last position in the ranking of the practice of physical activity, behind Great Britain, France, Germany, Spain, and Sweden. The United States, on their part, dedicate over 135 days a year to fitness.

The role of technology and social dynamics has now become dominant: if breakfast “gathers” 82 thousand photos on Instagram, becoming the most photographed meal after dinner, sport now seems unable to do without apps and wearable devices to record morning feats. And in fact apps dedicated to fitness exceeded 100,000 units in 2014, more than double compared to those available two and a half years ago.

Coffee, in Italy consumption is falling and even the growth of capsules is slowing down

By
fabrizio.gomarasca
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In 2013, Italy, which is in 3rd place among the major coffee importing countries, is in 10th place for per capita consumption (equal to 7.46% of apparent worldwide consumption and 13.50% of that in the EU). Domestic consumption has shown a decrease in volumes due to both a decrease (slight) in household consumption and the decrease (more significant) in non-household consumption: the per capita consumption of coffee (5.56 kg) has in fact decreased compared to 2012 (-1.24%). In contrast with the European average where per capita consumption (4.94 kg) is up by 2%.

This is according to Patrick Hoffer, Chairman of the Italian Coffee Committee (in the picture), the coordinating body of the national trade associations that operate in the Italian coffee supply chain.

It is a mature and lively market that changes very quickly. This is demonstrated by the portioned segment which, underlines Hoffer “continues to grow, compared to moka ground coffee, essentially stable. In the first few months of the year, the sales of portioned coffee grew by nearly 6%”.

Single-portion coffee production, which also includes the import of special capsules for Nespresso Italia and Nestlé Italia, grew by 9.1% in value in 2013 to 982.0 million euros. Growth, also in 2013, is supported by exports, with an increase of 17.6%, while growth in the domestic market slowed down, +5.3% in 2013, for a market value of 655.0 million euros.

Paper pods decreased by 3.2% with, in addition to the decrease in average selling prices, growth in Large-scale Food Distribution coming to a halt and replacement by capsules in the office channel. Finally, plastic capsules record the biggest decreases, -8.9%, where the significant decrease in average prices in the Office/OCS channel (the main sales channel) has played a very important role, also as a result of the extremely competitive offers advertised through the internet and the negative trend in consumption.

As for exports, Italy represents the 3rd country in Europe in terms of exports of roasted coffee (with approx. 3.2 million bags, equivalent to 186 million kg of green coffee), while, at the worldwide level, it is in 4th place, behind Germany, Belgium and the United States.

Clear label leads top 10 food trends for 2015

By
Anna Muzio
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L'incremento dal 2010 di nuovi prodotti che riportano sulla confezione la scritta "senza ingredienti artificiali", fonte Innova.

The Top 10 Trends likely to impact the food industry in 2015 and beyond have been identified by Innova Market Insights from its ongoing analysis of key global developments in food and drink launch activity worldwide.

“The move from ‘clean’ to ‘clear’ labeling is a key trend for 2015, reflecting a move to clearer and simpler claims and packaging for maximum transparency,” reports Lu Ann Williams, Director of Innovation at Innova Market Insights. “Meeting the needs of the Millennial consumer has also become a key focus, as has targeting the demands of the gourmet consumer at home, re-engineering the snacks market for today’s lifestyles and combating obesity with a focus on positive nutrition.”

Top food and beverage trends for 2015 are led by:

1. From Clean to Clear Label. Clean label claims are tracked on nearly a quarter of all food and beverage launches, with manufacturers increasingly highlighting the naturalness and origin of their products. With growing concerns over the lack of a definition of “natural,” however, there is a need for more clarity and specific details. Consumers, retailers, industry and regulators are all driving more transparency in labeling.

2. Convenience for Foodies. Continued interest in home cooking has been driven by cooking shows on TV and by blogging foodies. It is seen as fashionable, fun and social, as well as healthy and cost-effective. It has driven demand for a greater choice of fresh foods, ingredients for cooking from scratch and a wider use of recipe suggestions by manufacturers and retailers.

3. Marketing to Millennials. The so-called Millennial generation, generally aged between 15 and 35, now accounts for about one-third of the global population and is tech savvy and socially engaged. They are well informed, want to try something different and are generally less brand loyal than older consumers. They want to connect with products and brands and know the story behind them.

4. Snacks Rise to the Occasion. Formal mealtimes are continuing to decline in popularity and growing numbers of foods and drinks are now considered to be snacks. Quick healthy foods are tending to replace traditional meal occasions and more snacks are targeted at specific moments of consumption, with different demand influences at different times of day.

5. Good Fats, Good Carbs. With concerns over obesity there is a growing emphasis on unsaturated and natural fats and oils that has seen rising interest in omega 3 fatty acid content as well as the return of butter to favor as a natural, tasty alternative to artificial margarines that may be high in trans fats. In the same way, naturally-occurring sugar is being favored at the expense of added sugars and artificial sweeteners.

Innova Market Insights will present the Top 10 Trends at Hi Europe, Amsterdam, booth no. G40 (Ingredients in Action), December 2-4.

Global Stevia market up 14% in 2014

By
Anna Muzio
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The rapid rise of stevia as a natural sweetener has continued unabated over the past year. A new study by leading food and drink consultancy Zenith International estimates that worldwide sales of stevia are set to advance by 14% in 2014 to 4,670 tonnes, taking its overall market value to $336 million.

“Consumers are increasingly scrutinising the contents of food and beverage products,” commented Zenith Market Intelligence Consultant Simon Redwood.”Reduction in sugar remains key for manufacturers and, with consumers now also beginning to shun artificial sweeteners, stevia’s natural provenance and near-zero caloric positioning place it at a distinct advantage.”

Gains over the past year have been driven by several high profile new product launches, including the introduction of Coca-Cola Life in a number of key markets. Although beverages remain the focus for stevia usage, dairy, tabletop sweeteners and even pharmaceuticals have all seen strong growth in the past 12 months. Increased awareness of stevia has also helped spur market growth, with more and more consumers coming to appreciate what stevia is and what benefits it provides.

In terms of stevia cultivation, China continues to lead the way and a number of new regions are continuing to emerge. East Africa, South America and even Europe are all receiving greater attention from the leading stevia suppliers, who are keen to satisfy the rising demand for stevia by offering a broader choice of high quality stevia extracts.

Zenith forecasts that the global market for stevia will reach 7,150 tonnes by 2017, equivalent to $578 million. “Health motivation in key Asian markets such as India and Indonesia remains lower, and it is expected to be some years before stevia really takes off in these countries. When it does, the potential for stevia will truly be realised”, concluded Redwood.

Marco Pedroni (Coop): 2015 the turnaround year for consumptions

By
fabrizio.gomarasca
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copertina-rapporto2014“Despite the recent disturbing news concerning summer consumer spending data, we believe that it is wrong to imagine a never-ending recession – affirms Marco Pedroni, Chairman of Coop Italia in commenting the presentation of the 2014 Coop Report data -. On the contrary, we believe that 2015 can be the year of the reversal of this very negative trend, as long as steps are taken to support domestic demand with measures in favour of the weaker classes, with structural investments to modernise the country, with policies to reactivate credit to businesses. In the medium term, the revival of a policy of reforms is crucial, starting with deregulations and anti-monopolistic measures that generate positive effects on the spending power of households (medicines, energy, financial services).

Finally, the Ancc-Coop report highlights that the number one problem of the country is the generation gap. Over the past 10 years, the incomes of couples under 35 years of age have decreased by 17%, while those of the over 65’s have increased by 41%. It’s no surprise, therefore, that 2014 has been the year with the fewest births in Italy. But without children there is no recovery of expectations, there is no increase in consumer spending, there is no future. In the ‘one thousand days’ programme it is essential to focus on a new policy to support new families and the birth rate: this is the shock we need”.

“The distribution sector – continued Pedroni – is under significant pressure, deriving from the decrease in consumer spending and greater competition. In Italy, the sector still has a low concentration compared to the major European countries; greater concentration will be inevitable in the coming years, with growth in efficiency and average size of the main players.

We, the leading Italian distributor of consumer goods, believe that the main response, even before quantitative growth, must be qualitative growth, profoundly innovating the way of doing business. We are working on major changes, shifting value from promotions on the shelf to those that let the consumer choose without being forced (the “you choose” mechanism); simplifying relations with industry and contractual conditions, aligning them with those in place in the rest of Europe; planning significant growth of private label products with the objective of rapidly exceeding a share of 30%. A strategy with affordability at its core, which is a primary duty of the Coop, but always associated with safety and quality for consumers; households who spend less as a result of our action. For Coop, 2014 is a year of preparation and, in part, bringing forward this important turning point which we believe will do not only us but the entire sector good”.

 

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