From free-from to soft wellness, the new face of out-of-home

Wellness-oriented products are increasingly popular among Italian consumers, who are proving to be health conscious. This trend can be seen in the out-of-home segment as well, with consumers looking for products that combine well-being with sensory appeal, and was the topic of the conference we organized – “From free-from to soft wellness: how new food trends are changing the face of out-of-home” – at Cibus, the international food exhibition held each year in Parma, Italy.

The conference gave us the opportunity to present the results of the TradeLab survey of Italians’ purchasing habits, which revealed the most decisive factors in Italians’ choice of food and beverages, the largest purchase drivers being health (51%), sustainability (40%) and product certification (38%). In addition to these, respondents want fresh, preservative-free products (52%) and dishes that are different from the ones they can make at home (52%), with a strong focus on flavour (62%).

The survey also showed that an ever growing number of consumers have made the health-conscious choice to avoid certain foods. For example, four out of ten Italians prefer lactose-free options. Food service professionals are responding to this demand: one out of five managers believes a health-conscious approach is a must.

Supply is therefore adapting to demand, and sharing an insiders’ perspective are Manola Scomparin, Sales Manager of CIC (the Italian catering cooperative) and Andrea Bonati, pastry chef and instructor at CAST Alimenti, who work every day to meet consumers’ food and nutrition needs.

“Free-from food is a high-interest area for Morato Group and a segment in which it enjoys a strong position,” explained Alioscia Marzachì, Group Sales Director of Morato Group. “Only through specialization and deep know-how in this sector have we been able to achieve this position. Our group now has five plants dedicated exclusively to gluten-free bakery so we can meet consumers’ and our B2B partners’ demand with skill and specialized expertise. Post-Covid, we have seen a resurgence in consumers’ focus on health and general wellness. This has clearly shaped our innovation pipeline, even in the mainstream bakery segment, pushing us to work on new platforms where taste and well-being are increasingly intertwined.”