Diet and the rise of the healthy business
02 Feb 2021
Why the consumption of organic products is growing. Who are the customers and why more and more are joining this trend.
Seeds, cereals, honey, dried or dried fruits. Products processed without additives also appear on the scene, such as cookies, toasts, breads; drinks, cereals and wholemeal flours. The menu is extensive. There is something for all tastes.The food supply is the reflection of a trend: 7 out of 10 Argentines buy in dietetics and, per day, the item has 4,000 followers, so it is estimated that by the end of 2020 there were 31.7 million clients nationwide, according to a report by the consultancy firm Claves Información Competitiva.
To round off this phenomenon, from 2017 to date, there are 3 million new consumers. In 2019, the dispatch of organic products grew 46% in relation to what was registered in 2018, and double that of a decade ago. These figures explain the success of dietetics, since 31% of those over 16 years of age buy regularly in these organic or naturist establishments and stores. There are, in total, 10.2 million people, of which a third –3.5 million– live in the Capital, and Greater Buenos Aires.
On the other hand, two thirds attend dietetics at least once a month. The same study –based on 1,000 surveyed households– reveals that 8 out of 10 buyers knew about the item in the last decade. From 2009 to date, the audience for this segment has increased fivefold.
“There is more and more awareness, a greater number of people choosing healthy foods, opting for organic products. You hear about mindful eating. As a nutritionist and Wellcoach I love to see health and wellness become fashionable ”, explains Pinky Zuberbuhler, nutritionist and wellness coach, specialist in“ wellness ”, founder of the Mindful Weight Loss Center“ Nutrition of the Soul ”. “The sale of food products will grow 4.5% in 2021, while those of diet products are estimated to increase by 7.9%”, anticipates Nelson Pérez Alonso, head of Claves. The consultant understands that, once the activities are normalized, it will be “essential to bet on the sector that expresses that due to stress and physical inactivity caused by compulsory isolation, it neglected its diet during the pandemic to resume a path focused on the consumption of healthy products” .
For some years now, this item has been in constant expansion in the world. “The new generations are changing the way of conceiving food and are increasingly concerned about the origin of the products, quality controls and respect for the environment,” underlines Francisco Zoroza, director of Corporate Affairs at Carrefour Argentina. Account that they have the objective of “becoming leaders of the food transition” for which it has the line of fresh products, identified with the “Natural Footprint” seal, and also has Carrefour Gluten Free, products made without TACC. “We offer a quality diet, with proposals focused on responsible consumption and healthier products, generating awareness about how to ‘eat better’ ”.
According to the Claves survey, “only 11% of customers buy from dietetics due to having some type of disease or health condition –lactose intolerance or TACC–, while 37% do so for reasons related to diets. food.
If one delves into the X-ray of the segment’s customers, 46% of those who shop at dietetics have an alternative type of diet: vegetarian, vegan, or consume gluten-free foods. The rest choose it, although their eating habits are traditional, because they state that “they feel comfortable with a more personalized treatment than in large stores,” the survey expands.
“The precautions to take into account are to be careful with excess fiber, since, if a person’s body is not used to it, you have to start incorporating them. If you add them gradually and little by little, the body gets used to it ”, closes Zuberbuhler. Little tips for a phenomenon that exceeds fashion.