On the occasion of the Festa del Bio, Carrefour Italia presented a research conducted with Human Highway that portrays an Italy interested in organic but still poorly informed. 57,5% of Italians buy organic products at least 2-3 times a month, but only 11,6% really know what defines an organic food. The rest of the population is divided between those who are moderately informed but confused (30,9%), those who are very confused (33%) and those who have no knowledge at all (24,5%).
False myths are still widespread: 80% believe that organic products completely exclude pesticides, 79,1% think that drugs cannot be administered to animals even if necessary. Furthermore, one in four Italians associates organic with zero kilometers, and one in five believes that it comes only from small companies. 50% are convinced that it has more vitamins and nutrients.
Only one consumer in four is truly “aware”. Six out of ten Italians rely on the word “Bio” on the label, but few are familiar with the “euroleaf” logo (28,7%) or the symbols of the certification bodies (27,3%).
The most purchased organic products are fresh ones: fruit and vegetables (63% at least once a week), eggs (56%) and dairy products (45%). Price remains the main barrier to purchase for 7 out of 10 Italians, followed by doubts about production processes.
To make organic accessible, Carrefour offers 50 Carrefour Bio products for less than 1 euro and aims to become the cheapest organic brand on the market, through the “Act for Food” program. Until May 28, in participating stores, tastings, events and 10% discounts celebrate the Festa del Bio, promoting a more informed and inclusive culture of organic.
