During the CSO Italy members' meeting, held on April 8th in Ferrara, the research was presented “Fruit and Vegetables between Perception and Reality”, an in-depth study on consumer attitudes towards fruit and vegetables. Director Elisa Macchi illustrated the results, the fruit of a survey aimed at understanding the causes behind the decline in consumption.
According to the data, between 2021 and 2023, fruit and vegetable consumption in Italy decreased by 14%, equal to over 816.000 tons less. 2024 marked a slight slowdown in this negative trend, but not enough to indicate a reversal of the trend.
“We need to change pace with a clear strategy based on real consumer knowledge,” said President Paolo Bruni. The research highlights a strong demand for more information: only 20% are satisfied with the information available at points of sale. Above all, details on ripening, taste, uses and health benefits are missing.
A surprising fact concerns the confusion about the meaning of organically grown products, not understood by 70% of the interviewees. Even on the front of the DOP and IGP brands, although known in meaning, 60% ignore the richness of the Italian offer in this area.
Price is perceived as an obstacle: 60% choose the store based on the quality-price ratio, but over 50% consider fruit and vegetables “expensive”. However, the actual expense only accounts for 4% of the family budget, a sign of a distorted perception.
Young people are the worst consumers: 20% do not consume fruit and vegetables regularly, and 2% have completely excluded them from their diet. High-protein diets are on the rise among those under 49 (almost 10%). On the contrary, women lead the consumption: 23% consume more than three portions a day, especially among those who follow vegetarian or vegan diets. “The consumer recognizes the healthiness and quality of our fruit and vegetables, especially when they are Italian and seasonal,” concluded Macchi, “and when the quality is evident, the price takes a back seat.”
