As the pandemic keeps on bringing new challenges, it is extremely important to look at new trends and understand how to turn them into opportunities. At a time like this, the role of an event such as TUTTOFOOD becomes even more important. Thanks to the constant dialogue with all the various parties in the supply chain, in just a few editions it has become a reference point in the sector: not only for its ability to create networking between Italian and international supply and demand but also in anticipating and interpreting trends to the benefit of such parties. An added value that this year will be emphasized by the simultaneous presence of TUTTOFOOD at Host Milano and MEAT-TECH, at fieramilano from October 22 to 26, which will further strengthen synergies with the out-of-home, hospitality, and food processing sectors.
What is emerging from the trends in demand expressed by consumers? “In modern distribution – says Daniele Gilli – Marketing Director of IRI, a market research company specialized in big data, analytics, and insight, and a partner of TUTTOFOOD – Food reached an 8.4% increase in value and 7.1% in volume at the end of 2020 also benefiting from a transfer from the out-of-home channel due to the various lockdowns”.
TUTTOFOOD 2021 will give room to these trends both through Italian and international exhibitors and a constantly updated schedule of events. Also, Retail Plaza will be back where companies in the retail
and large-scale retail trade segments will discuss their best practices on the latest solutions and trends, talking to the public present. The project will enjoy the partnership with Retail Institute Italy, the association of reference for Retail in Italy. TUTTOFOOD will be held at fieramilano from 22 to 26 October 2021, in conjunction with HostMilano and MEAT-TECH.
Innovation is in the spotlight with Evolution Plaza, the arena for the latest and most up-to-date solutions for digital transformation and the soul of the TUTTODIGITAL area, which will introduce initiatives created both by the major companies and innovative start-ups, accompanied by best practices implemented directly by exhibitors. Together, TUTTOFOOD and HostMilano will also count on the digital resources of the new Fiera Milano Platform, an ecosystem of services characterized by a wealth of content on websites and social networks, phygital events, and a digital map of the exhibition that can enable remote access and direct, real-time negotiations.
According to IRI data, Weighted Fresh (+10.6% in value) and Chilled foods, especially Frozen (+12.9%), are the departments with the highest growth rates. Beverage results were also definitely positive, although its wholesale channel suffered from the consequences of out-of-home channel closures. In the modern channel, these products ended the year with a +5% increase in spending and +4.4% of marketed volumes.
“In 2020 – says Gilli – food and beverages benefited from a shift in sales from the out-of-home channel due to various closures. In the first months, the hoarding effect drove demand in the stocked categories, but the exceptional pace followed by sales in the first phase of the epidemic was largely caused by the stop in mobility, which shifted consumption normally carried out in bars and restaurants into the home. We estimate that even today about 5.5% of Food & Beverage sales are related to this migration of food consumption”.
But it is not just a matter of shifting figures. The health emergency led to changes in purchasing behavior, some of them probably permanent. And there are important differences between generations, as shown by the analyses of the Retail Institute Italy, the reference association for Retail in Italy: while the over-65s discovered online for the first time, Gen Z and the Millennials have “explored” new points of sale and new digital purchasing methods.
“We noticed a predisposition of consumers, on the one hand, towards new brands and products, discovered online during the lockdown,” Alberto Miraglia, general manager of Retail Institute Italy said. “And on the other hand, towards the rediscovery of local shops. The shift to ‘phygital’ leads to rethinking logistics, while the use of big data and artificial intelligence will enhance the omnichannel experience, creating strong customer relationships. Finally, sustainability is a central theme, also for our Association: we have recently launched the Green Retail Lab project, a permanent laboratory aimed at supporting companies in the sector in implementing a circular economy.”
Sustainability is particularly important for young people (Gen M and Gen Z), who are willing to pay more for “eco-friendly” products (according to PwC data, 80% of consumers are willing to spend between 5% and 10% more for a product with a lower environmental impact).