Women fall in love with organic food
The time we live in is characterized by great changes and contradictions: while getting exhausted by globalization, people look for a more natural, ecological and, why not, ethical lifestyle. Consumers are more aware of their purchases, consumption becomes more critical and scrupulous than it used to be.
The increase of demand for eco-sympathetic and organic goods confirms this trend.
Choosing organic products is a manifestation of a lifestyle getting even more widespread. Moreover and despite the economical crisis, the trend of growth related to organic food is increasing. In Italy, the first ten months of 2010, according to the continuative Panel Ismea/Nielsen and not including specialised distribution, have underlined an increase of 12,1% in buying organic food if compared with the same period of 2009, strengthening the positive results of the past two years (+5,2% in 2008, +6,9% in 2009). The ISMEA survey confirms a neat opposite trend for the organic field than the other foodstuffs that, in the same period, have experienced a 2% drop.
Within the biological sector, it is important to underline the positive trend of the dairy one (whose share is 18,4%) that records a global increase of organic bought aligned to the value of the sector as a whole.
Becoming a segment leader, the organic sector starts reporting and publishing more detailed data. Consumers age is between 25 and 45 years, they live in urban areas, their education and buying-potential are medium-high. A great number of people share opinions through Social Networks and begin direct relationship with providers, using blogs and communities. Customers really appreciate all kinds of communication that provide information and transparency about products and process.
Starting from the very definition of organic farming “The whole of techniques carried out in farming, in order to provide agricultural goods obtained excluding completely any use of synthetic chemicals”, definition inserted in 1991 through European Community Regulation n.2092, organic products are now traced through all steps of the process, certified through a strictly discipline and labelled accordingly.
For this reason, providing consumers with productive details and guaranteeing them the quality they rightfully search by choosing organic products is cause of pride.
In addiction to traditional communication activity, some producers of Aosta Valley organic products (i. e. PDO Organic Fontina cheese, Organic Cream Butter and Organic Motzetta) have decided to be present within Social Networks in order to quickly share reliable and accurate pieces of information with the ‘organic people’. In such a way, everyone, meaning both experts and simply curious, has the chance to establishing a direct line with providers and to play an active role in the process.