Free associations between health and food safety continue to be among the reasons why consumers choose organic. Almost 40% of consumers consider buying organic products safer for them and their families especially to avoid pesticides and other chemicals. The shopping cart with organic products bought in large-scale distribution exceeds, in consumer preferences, that of specialized stores, also thanks to the increase in the offer of branded references.
Supermarkets have become the driving force of the bio with a market share of 27 to 47%. The report “the Italian online market for organic agri-food products” produced by Ismea highlights the interest of organic consumers in the purchase, in various ways, on web platforms. The survey shows that 25% of respondents bought food on the internet during 2019, including 14% who bought organic products. In addition, for 27% of respondents, their online spending on organic food products has grown by 50% in the last five years, and what is surprising is that for more than a third of the sample (34%) organic products sold online offer greater guarantees than those sold through other channels.