23rd September 2020
The Growth of Dairy Alternatives in Italy
Plant-based alternatives are not a new trend but in recent years have become more popular amongst the masses. Consumers are now turning to dairy alternatives as they look to reduce meat and meat-based products due to adopting a healthier and more sustainable diet and lifestyle. So how are consumers in Italy reacting to this change and what are they looking for when addressing dairy alternatives.
Dairy products are a key feature in diets in Italy as consumers indulge in many different products on a daily basis. This is highlighted as 35% of consumers in Italy have standard milk on a daily basis. Consumers are also prone to have butter, cheese, and cream regularly within an average week. When addressing dairy products in Italy, consumers are actively checking nutritional labelling. One of the key areas consumers take note of is the protein content.
FMCG Gurus research shows that 59% of consumers in Italy who purchase dairy products are likely to look for protein content claims. The desire to check for protein claims suggests that consumers in Italy consider dairy based products as a key ingredient to getting their protein. This is highlighted as 80% of consumers in Italy state that they eat or drink dairy products as a source of protein within their diets.
FMCG Gurus consumer insights show that in 2020, 29% of consumers in Italy state that they eat or drink dairy alternatives as a source of protein. Consumers are turning to more plant-based alternatives such as plant-based milk, as 17% of Italian consumers are having this on a daily basis. However when addressing products such as plant-based cheese, 46% of consumers in Italy do not eat it at all.
There are many reasons to why consumers are turning to plant-based alternatives over standard dairy products in Italy. 70% of consumers state that they choose to eat or drink dairy alternatives because it is better for the environment. This implies that consumers in Italy are looking to adopt a more sustainable diet as they look to have foods which are not only good for themselves but also good for the earth. This again is amplified as 66% of consumers state that when buying dairy alternatives sustainability claims are important to them.
When addressing dairy alternatives it is important not to overestimate this trend. However it is important that brands target ethically aware consumers in Italy as they actively seek not only healthier for me food and drinks but also products which are good for the environment. Brands must be transparent and clear with brand messaging as consumers will need to trust the claims and will expect to see sustainable messaging when purchasing dairy alternative products.