Breakfast, Italian style: tastes are changing, but Menz&Gasser always has its finger on the pulse

Breakfast as a microcosm of Italy’s eating habits – that, in a nutshell, is what the third edition of the Osservatorio Immagino Nielsen GS1 Italy about breakfast products was all about. According to the Observatory, the traditional breakfast in vogue until a few years ago seems to be on the way out, supplanted by new food trends inspired by wellness and health-conscious lifestyles.

The two most popular types of product are free-from foods, representing 42.1% of breakfast product sales (double the national average for food in general), and organic foods, also at twice the food-sector average, which saw growth of 8.3% in 2017.

Other categories include rich-in products, those with sustainability certification, products with certificates of origin, and those for people with food intolerances. The arrival on breakfast tables of “superfoods” also merits a mention, with products containing oats, flax seeds, chia seeds, quinoa, ginger, maize flour and cinnamon.

In response to these new trends, Menz&Gasser is in step with consumers’ needs, as ever, with breakfast products boasting organic, Fairtrade®, gluten-free and now Qualità Vegetariana® Vegan certification.