Just Eat presents the seventh edition of the Home Food Map in Italy, revealing Maurizio Rosazza Prin and Alida Gotta’s special collaboration with Delivery Valley. The initiative focuses on four trends that will revolutionize the culinary experience and food delivery.
In the ever-evolving gastronomic context, food delivery trends in Italy were investigated to investigate how eating habits in the country are changing. In collaboration with consumer trends research institute WGSN and BVA Doxa, new factors have emerged that will shape the world of food and food distribution.
Daniele Contini, Country Manager at Just Eat Italia, underlines a growing desire among Italians for greater convenience, variety and accessibility in home delivery services, underlining that food delivery is increasingly linked to experience. The vision of “strengthening everyday convenience” aims to expand offerings to meet the demand for access to a wider range of consumer products.
The seventh edition of the Food Distribution Map reveals four main trends:
Mood Food: Emotional Wellbeing through Food
Eating habits develop in response to personal needs and values. Emotion and stress are redefining the approach to wellness and highlighting the importance of combining pleasure with an experience in the wellness equation. In the context of food distribution, this means seeking food that increases emotional well-being; 90% of Italians say they order food based on positive emotions or memories.
Zero Heroes: Sustainability in Food Delivery
Sustainability has emerged as a core value in Italians’ consumption habits. Just Eat is actively committed to sustainability, collaborating with initiatives such as Notpla, a biodegradable packaging made from seaweed, to reduce environmental impact. The research highlighted the increasing importance of the origin of raw materials, the use of local products and the willingness to pay more for a more sustainable delivery; 65% of Italians said they were willing to do this.
Fusion of Cultures: A Blend of Flavors from Around the World
The food sector in urban areas faces extraordinary cultural contamination. Consumers are looking for new flavors and ingredients, influencing international cuisine and the demand for authentic foods. Food delivery expands the culinary experience with a strong tendency to try dishes from different cultures. In particular, Italian-Japanese cuisine is one of the most popular combinations (47%), while young people prefer the combination of Italian and Brazilian cuisine (46%).
Taste Makers: Food in the Age of Social Media.
The rise of social media has changed the way people interact with food. Social media influencers play an important role in encouraging consumers to discover new foods and restaurants. The research found that 70% of Italians have tried to copy recipes or dishes they have seen on social media at least once, while 50% have followed at least one restaurant online. Images of restaurant meals and environments on social media significantly influence dining decisions, demonstrating the importance of digital inspiration in the food delivery industry.
As a result, the Home Food Map provides a complete overview of food distribution trends in Italy, highlighting the evolution of Italians’ eating habits and predicting how we will strive to meet the new needs of the market.
Source: Today IT
Roy Brown is a renowned economist and author at The Nation View. He has a deep understanding of the global economy and its intricacies. He writes about a wide range of economic topics, including monetary policy, fiscal policy, international trade, and labor markets.
