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Organic in large-scale distribution, a market worth 860 million. The most sold are eggs

By
Carmela Ignaccolo
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How much is organic worth in large-scale distribution? A question of no small importance, since organic and premium are the growth sectors, also in private label. According to Nielsen data, presented at Marca by Assobio, organic is a market worth 863.8 million euros in terms of sales, with an increase in the last year (November 2014 – November 2015) of 20%.

The most “sought-after” products? Perhaps a little surprisingly, eggs (with a turnover of over 61 million, +8.4% compared to the previous year), in second place fruit compotes (60 million, +8.2%), a “light”alternative to jams and marmalades. In third place rice crackers (almost 50 million, +21.4%) followed by fresh fruit (42 million, +12.4%). Over 37 million for soy drink bricks (+25.2%), 37 million for semolina pasta (+29%), 35 for soy-based foods (+37.3%), over 30 million for vegetables (+8.3%) and 29 million for fresh milk (+4.3%).

“In large-scale distribution, the average increase in value for the first 15 categories is 18.6%, with a minimum of +4.3% for milk and a maximum of 47.7% for extra virgin olive oil – says Roberto Zanoni, AssoBio President -. Very positive figures, certainly, but there is still much to do. Organic must not be the new frontier of sales; organic is also a system of values, it represents a type of agriculture able to preserve the environment and biodiversity, able to respond to the global challenges and thus must also be considered by large-scale distribution. The goal is to make operators and consumers understand the true value of organic, beyond the volume and price issue”.

Large-scale distribution has thus become an important channel. “The market is growing and must be protected – explains Zanoni -. We believe that all players must be in the discussion and share information on the critical issues, making the best use of the tools that we already have, such as the technical working groups on the various types of production, the platforms for the traceability of cereals and oil developed by our inter-professional federation, FederBio, in order to safeguard the quality and integrity of production, the guidelines and initiatives”.

AssoBio is also asking the Ministry for actions aimed at providing information to the public that unite producers and large-scale distribution. “In some foreign countries this is already an extremely effective reality: one or more national organic days involving all industry players, from farmers to hypermarkets, narrating the positive aspects of organic production. We are counting on Minister Martina, who had words of appreciation for our presence at Expo (six challenging months of the organic pavilion) and Olivero, Deputy Minister with responsibility for organic farming, giving us a hand” concludes Roberto Pinton, Assobio General Secretary.

Divisions by gender, is it time to put an end to it? Target thinks so

By
fabrizio.gomarasca
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Foto dal blog "Let Toys Be Toys".

Dividing items by gender, male or female, may make sense for some products, such as underwear or certain personal care products. But when considering toys or clothes, especially for children, but not only, or perhaps also snacks and fitness products, does it still make sense? Probably not, indeed there are an increasing number of associations, such as the British PinkStinks, which are fighting to free toys, for example, from rigid gender divisions: dolls for girls, construction toys for boys.

The issue is much debated in Anglo-Saxon countries, so much so that some retailers are “making amends”. We have already talked about Selfridges which has dedicated a floor to Agender, fashion “without gender”, and now Target, an American chain that sells a bit of everything, including clothing, toys, food and grocery, has announced that it has decided to remove, where possible, all references to gender.

As declared in a statement “We would never want our customers or their families to feel frustrated or limited by the way we present our goods. In recent years, some customers had complained about certain signs that offered product suggestions based on gender. In some cases, such as clothing where there are differences in size and wearability, this makes sense. Customers have always told us that when they buy something, especially if it is not for themselves, suggestions based on age, sex and brand help find things more easily. But we know that needs and preferences change and, as observed by some customers in certain departments such as Toys, Household Goods and Entertainment, dividing products by gender is usually not necessary. At the moment, our staff is working in stores to identify areas where we can gradually remove signs based on gender. For example, in children’s sheets there will no longer be signs that refer to boys or girls, as in the toys area, where will remove the use of colours such as pink or blue behind the shelves. These changes will be evident in the coming months”.

Ahold Delhaize chooses Pedon as co-packer for new organic range

By
fabrizio.gomarasca
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Albert Heijn, the major Dutch retailer and part of the Ahold Delhaize group, has commissioned Pedon for the production and packaging of a range of organic cereals, rice and pulses. AH brand products are sold in 966 of the chain’s supermarkets in the Netherlands, with the possibility of expanding into Germany and Belgium in the near future.

The range produced by Pedon includes seven quick-cooking, organically-grown items which combine well-being and quality products with speedy preparation and convenience. They are also suitable for vegetarian or vegan diets.

Completely new items include wholemeal spelt couscous, a rice and Inca grains mix and a mix of rice, soya and lentils, which go alongside the already popular quinoa, bulgur, 5 grains, and rice and grain mix for a wide and varied range on the shelves.

Albert Heijnis, the main name for large-scale retail in Holland, is controlled by the multinational, Ahold, which has recently announced the purchase of 61% of the shares of the Belgian retailer Delhaize, creating the Ahold Delhaize group which, with a turnover of 54 million euros (the fourth largest in Europe) and over 6,500 stores worldwide, will control 4% of the United States food market.

From Pedon, daily well-being with the new seed mixes

By
fabrizio.gomarasca
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SuperMix! is the new line of seed mixes enriched with ingredients selected for their specific beneficial properties that Pedon has presented at Tuttofood, dedicated both to consumers attentive to their diet and wanting to supplement it with a source of well-being, as well as those adopting a restrictive regime due to intolerances or vegetarian and vegan nutrition choices.

They are in fact characterised by a high fibre, protein, vitamin, omega3, iron, phosphorus and magnesium content. 100% natural, they contain no preservatives or additives, are GMO free and the only ones in the category guaranteed to be gluten free, nuts free and vegan OK.

“We are witnessing a new concept of food among consumers, based on the link, proven by scientific research, between nutrition and physical and mental well-being and where the time factor becomes increasingly crucial – said Luca Zocca, Pedon Marketing Manager – Modern foods have consequently invaded and acquired an important role in daily eating habits. We are attentive to the evolution and changes in the demand for such products, adapting the offer to new market segments. This is what led to the creation of SuperMix!, able to revitalise the category and meet the growing demand for natural, healthy and easy-to-use products”.

Available in six variants, they are designed to enrich salads and soups, make baked preparations such as bread and flat bread special and fortify breakfast in addition to cereals and in yoghurt. SuperMix! are also ideal as a snack, before and after sports activity or in the office as a healthy between-meals bite.

The SuperMix! line consists of different combinations of highly nutritious seeds – such as sunflower, pumpkin, sesame, flax and hemp – enriched with stabilised vegetables, toasted soybean, chia and soft blueberries in 4 variants for “savoury” mixes (salads, soups, breads, snacks), or with buckwheat flakes, chia, goji berries and blueberries covered with dark chocolate in 2 variants for breakfast. The QR Code on the label allows the consumer to easily access a full data sheet of the nutritional values of each product with usage suggestions.

The packaging used is also innovative, specifically and exclusively designed for this category.

SuperMix! in fact come in a convenient space-saving jar with a patented stay-fresh dispenser to easily dose the content. The transparency of the jar enhances the contents and the colours for better visibility and shelf impact. The practical display tray, which is also transparent and mono-facing, or the floor display offer different display solutions at the point of sale.

 

Expo effect: from Granarolo the first 100% compostable bottle

By
fabrizio.gomarasca
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Granarolo Bottiglia CassavaA milk bottle compostable in 12 weeks. This is the prototype that Granarolo is presenting for the first time at Expo in a special edition. Granarolo has chosen to use a bottle consisting of 100% Cassava, which has the potential to decompose into compost in 12 weeks. The choice of using Cassava is also ethical: the material does not derive from plants used to meet nutrition requirements and therefore does not affect the human food chain. The first Granarolo compostable bottle is also among the finalists of the Oscar dell’Imballaggio 2015

Pedon extends the range of Waitrose brand products

By
fabrizio.gomarasca
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For Waitrose, the British retail chain with 282 stores in the United Kingdom, Pedon (90 million euros turnover in 45 countries, 40% export) has created three new quick-cooking cereal and legume products, thus expanding its well-known “Love Life” line. A new order, this, for the Vicenza company, already supplier of the UK chains Tesco and Asda, confirming its strong and dynamic presence in the British market in the cereals, legumes and seeds category.

Pedon, which operates predominantly in the cereals and dry legumes business, with diversification in cake preparations, dried mushrooms, organic and gluten-free food, is today present in all modern distribution channels, both with products under its own brand and as private labels for large-scale distribution with over 100 private label lines and 3,000 products. A distinctive point and strength of the Pedon Group is the global procurement network, present in 15 countries on 5 continents, which, through the Acos division, is able to ensure high quality levels over time and total control of supply chains.

“The partnership with Waitrose is for us one of the most important at the international level – says Paolo Pedon, Export Manager of the company of the same name – the British retailer, in fact, has a particular commitment to innovation that allows us to test new formulations and product concepts”.

Wairose_LoveLifeGamma

The three new mixtures, bulgur, millet & red rice and whole wheat bulgur, in addition to the absolute new entry freekeh & quinoa, extend the current range of quick-cooking cereals and legumes to 7 products available on the shelves.

The “Love Life” line is ideal in the kitchen for soups, side dishes and salads, or for preparing Middle East dishes, thus responding to the diverse, multi-ethnic and always new demand of the UK market.

 

 

10 trends for Protein Innovation

By
fabrizio.gomarasca
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A new report on Protein Innovation from leading food and drink industry consultancy Zenith International has identified 10 key trends for new product launches worldwide in the last three years – new formats, new flavours, reduced sugar, new protein sources, new ingredients, ultra premium status, designer packs, limited editions, minimal packaging, unique designs.

More than 60 in-depth brand profiles offer product images as well as detailed information such as launch date, packaging type and size, pricing, ingredients, variants and marketing. These are categorised under four headings – ready to eat, ready to drink, new protein sources and targeted age groups.

“High protein products are no longer associated only with body building, athletes and muscle mass,” commented Zenith Chairman Richard Hall. “They are now being marketed as helping consumers lead a healthy lifestyle.

“There have been numerous recent headlines about the global rise in obesity levels and concern about added sugars in the diet. More manufacturers are responding with high protein products to help people stay in shape and combat obesity,” he concluded.

The report analyses products according to: 7 product types – yogurts, bars, smoothies, shakes, milk drinks, drinkable yogurt, other drinks; challenges and opportunities.

At Marca retail meets Industry

By
fabrizio.gomarasca
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The traditional annual private label event at BolognaFiere is just around the corner: on 14 and 15 January 2015 the exhibition site in Emilia will in fact host the eleventh edition of Marca byBolognaFiere-Private Label Conference and Exhibition, the only Italian event entirely dedicated to private label products.

The 2015 edition takes place at a special time for private label which, during 201, recorded a slowdown, the result of a reduction in shelf space of private label and price competition which saw leading brand products sold in promotion at a price lower than that of private label products not on promotion.

The two days has become a think tank, strengthening, year after year, its influence and ability to bring innovation to the sector. The last edition recorded 6,600 professional visitors, 454 exhibitors, 15 of which retailers, which this year will be 18. In general, over the last four years the exhibition space has increased by 33% and the number of exhibitors by 36%, while the presence of international buyers has increased by 30%.

The programme of events to be held in the three pavilions (16, 21 and 22) of BolognaFiere wiil be as intense as ever. Starting with the conferences, which represent important opportunities for discussion and analysis for all industry stakeholders.

With the opening Conference organised by ADM, the association, sponsor of the event, which brings together all the main players of modern retailing, the objective is to emphasise the role of modern retailing in the promotion of the Italian agrifood chain as a driver of the country’s growth: particular attention will be placed on fresh produce and fruit and vegetables, in which there are also many PDI and PGI products whose real value does not seem to be well perceived by the consumer and which consequently requires clear answers to certain emerging issues. Here is the programme.

Another traditional event on 15 January is the Annual Report on the evolution of Private Label, now in its 11th edition: implemented in collaboration with Adem Lab, a spin-off of the University of Parma, it will be divided into a first phase of quantitative analysis of the IRI data, followed by an analysis of retailer and exhibitor policies based on the data collected via specific questionnaires. This will then be followed by a focus on the issue of value for money and prices of private label products in the consumer range.

The Marca 2015 programme also envisages specialist workshops, such as the IBC conference, planned for the afternoon of 14 January, entitled The consumption factory. The conference aims to underline the role, the influence and the contribution of the Italian Consumer Products Industry in the context of the national economy, at the same time highlighting the contribution of Italian exports and the challenges awaiting n the global economy.

The Marca Tech Packaging focus, scheduled for the afternoon of Thursday 15 January, will attempt to take stock of the state of the technological solutions which, in addition to the requirement of cost effectiveness, ensure optimal product preservation and shelf life, safeguard the health of consumers and offer maximum guarantees in terms of environmental sustainability (i.e. biodegradable and/or high recyclability).

 

Made in Italy food, the king is Parmigiano Reggiano

By
fabrizio.gomarasca
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Parmigiano Reggiano has won the first prize in an ideal “contest among giants”, featuring Made-in-Italy culinary excellences. This is the result of a contest sponsored by the website I Love Italian Food, a non-profit organisation founded in 2013 with the mission of defending and disseminating the culture of quality Italian food among over 700 thousand Italian food enthusiasts worldwide.

The "Magnificent 12" according to the I Love Italian Food ranking
The “Magnificent 12” according to the I Love Italian Food ranking

Asked to choose the icons of Italian cuisine from a list of typical products and recipes of our country, the visitors of the website made their choice. The web-based consultation, held in November, elected Parmigiano Reggiano with 20% of the overall vote. Completing the podium, in order of merit, were pasta and Parma ham. Followed by extra-virgin olive oil and pizza. And there were a few surprises. For example, two symbols of Italianness, such as cappuccino and tomato puree, didn’t even make the top ten.

And the initiative doesn’t stop there: the 12 most voted products and recipes will be included in the project: “2015: a 100% Italian Year”. Bringing the best out of them will be as many maestros of Italian cuisine, including Heinz Beck, Cristina Bowerman, Moreno Cedroni and Antonella Ricci. Each I Love Italian Food chef will be asked to interpret, in the form of a recipe, a symbolic product, giving rise to the visual of a non-profit communications campaign to promote Italian culinary excellences worldwide.

“This contest has shown us which are the true ambassadors of made-in-Italy taste abroad. And also which treasures of our cuisine need to be promoted since they still are struggling to enter the hearts of foreign foodies – said Alessandro Schiatti, founder of I Love Italian Food -. We are convinced that food represents the true oil of Italy, an important driver for our economy. This motivates us every day to disseminate and defend the culture and values of the Italian agrifood system”.

The campaign “2015: a 100% Italian Year” will also accompany the I Love Italian Food project, “100% Italian”, that aims to present to foreigners our products, traditional recipes and companies that today are involved in producing food with a 100% Italian supply chain. The project will be officially launched in January 2015.

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.

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