A recent survey by the Research Department of Cia – Italian Farmers has unveiled a complex landscape in Italian food purchasing behavior. The study, titled "Cultivating Security, Attracting the Future," was presented during the 9th National Elective Assembly in Rome. It highlights that 51% of Italian consumers consider the Italian origin of a product as the primary criterion when buying food, surpassing price at 41%, and factors like seasonality and zero-kilometer sourcing, both around 34%. However, this preference for domestic products is under economic strain.
Rising Prices Force Spending Cuts
The survey indicates that 89% of Italians have noticed recent increases in food prices, and nearly half (48%) have already altered their purchasing habits as a result. While Made in Italy remains highly valued, the associated costs are becoming a burden for a growing number of consumers. This tension between national pride and financial reality is a central theme of the study.
Generational Differences in Food Choices
The data reveals significant generational disparities. For instance, 62% of consumers over 55 prioritize Italian origin, compared to only 35% of those aged 18 to 24. Younger consumers place greater emphasis on ethical aspects of production, with 30% of 18-24 year-olds citing ethics as a key factor, versus just 13% of over-55s. This suggests a shift in values, where younger Italians express their support for local products through different criteria.
The Challenge of Italian Sounding
Italian sounding, or the imitation of Italian products abroad, is perceived as a major threat. Among respondents, 45% view it as a risk to the agri-food sector, and 52% believe it damages the image and sales of genuine Italian products. An additional 27% explicitly link it to a loss of market share, while only 21% consider its impact negligible or positive.
Proposed Solutions from Cia
Cristiano Fini, president of Cia – Italian Farmers, emphasized the need for systemic changes. He stated, "Consumers recognize the quality of Italian products, but the system still fails to ensure that this value translates into a fair price along the entire supply chain, starting with farmers." To address this, Cia proposes concrete tools such as an institutional portal on unfair practices, certification systems that protect a minimum share of the final price for primary producers, and tax incentives for purchasing Made in Italy agricultural products. Fini added, "Consumers want to make the right choice: we must make it accessible."
The study underscores that while Italian identity in food remains strong, economic pressures and generational shifts are reshaping consumer behavior. The challenge for the industry is to maintain the appeal of Made in Italy while ensuring affordability and fairness across the supply chain.
