I TA L I A N F O O D R E S P O N S I B I L I T Y S T U D Y

Survey Results
November 14-18, 2019
Morning Consult is a COLLECT ORGANIZE SHARE

Survey Research Data Intelligence Media Platform

technology company
revolutionizing ways to Morning Consult’s Morning Consult’s Morning Consult’s media
collect, organize, & share advanced survey research
technology collects data at
proprietary visualization platform and email
briefings reach key
and analysis software
survey research data to unprecedented scale, informs strategy and decision makers in media,
speed, and accuracy. enhances campaigns. government, and industry.
transform how decisions
are made.

CLIENTS MEDIA PARTNERS

IBM ITALY FOOD
RESPONSIBILITY
STUDY 88% of Italians agree that it is important to them that they know where there food
has come from, and 75% say that they’d be willing to pay more for food that has
come from an ethical and responsible source.
Over a third (37%) of Italians say cost is preventing them from eating more
responsibly sourced food, and another third say that they aren’t eating responsibly
because they can’t find reliable information on where their food comes from
Over two in five (41%) adults in Italy say that food production innovations they are
most excited for are about locally grown or sourced food.

91% of Italians say that having food be traceable on the blockchain would be
valuable, with over half (57%) saying it would be very valuable. Nearly nine in ten
Key Points (89%) Italian adults say that learning information about the farmers that grow their
food is valuable.
Eight in ten (83%) Italian adults are concerned about soil degradation, and around
three in five (62%) Italian adults would consider paying slightly more at the
supermarket for food grown in sustainable soil, with another 14% saying they
would pay significantly more.
Two thirds (66%) of Italian adults would consider changing the ingredients in their
Christmas or other December festive meals to be more sustainable.

Methodology
SLIDE / 3 This poll was conducted from November 14-16, 2019, among a national sample of 2000 Italian adults. The interviews were
conducted online and the data were weighted to approximate a target sample of Italian dults based on age, race/ethnicity,
gender, educational attainment, and region. Results from the full survey have a margin of error of plus or minus 2 percentage
points.
IBM ITALY FOOD
RESPONSIBILITY
STUDY

General Attitudes Towards

Food Responsibility Plant-Based Diet Interests

Food Labeling and Product Blockchain and Food

Preferences Provenance
Contents /
Agenda
Interest in Food Innovations Soil Degradation

Concerns with Food Waste Food Responsibility During the

Holidays

SLIDE / 4
 88% of Italians agree that it is important to them that they know where there
IBM ITALY FOOD
food has come from, and 75% say that they’d be willing to pay more for
RESPONSIBILITY food that has come from an ethical and responsible source.
STUDY
How far do you agree or disagree with the following statements?

Strongly agree Somewhat agree Don't know/No Somewhat disagree Strongly disagree
opinion

It is important to me that I know where my food

60% 28% 8%
General has come from.

Attitudes
Towards Food I care that my food has come from a source that is
ethical and responsible. 49% 36% 10%
Responsibility
I would be willing to pay more for food that has
come from an ethical and responsible source. 32% 43% 14% 7%

I know exactly where most or all of the food I

currently purchase has come from. 18% 45% 25% 9%

SLIDE / 5
IBM ITALY FOOD
RESPONSIBILITY
Across all metrics, women are more concerned about food responsibility than men
STUDY How far do you agree or disagree with the following statements?
[% indicating they strongly agree with the statement]

Italian Adults Male Female

60%
It is important to me that I know
55%
General
where my food has come from.
65%
Attitudes
Towards Food I care that my food has come from a
49%

Responsibility source that is ethical and

responsible.
44%

54%

18%
I know exactly where most or all of
the food I currently purchase has 16%
come from.
20%

32%
I would be willing to pay more for
food that has come from an ethical 29%
SLIDE / 6 and responsible source.
36%
IBM ITALY FOOD
Over a third of Italians would be willing to pay 5-9% more for sustainably
RESPONSIBILITY sourced food
STUDY
You mentioned you agree that you would be willing to pay more for food that has come from a sustainable
source. Compared to your average grocery shop, how much more would you be willing to pay if you could
guarantee that your food was coming from a sustainable source?

Less than 5% more than the average grocery trip 32%

5-9% more 36%

General
Attitudes 10-15% more 16%

Towards Food
Responsibility 16-20% more 3%

21-25% more 1%

More than 25% more expensive than the average

grocery trip 1%

Don't know/Not sure 11%

SLIDE / 6
IBM ITALY FOOD
Women are slightly more likely to be willing to pay 5-9% more for
RESPONSIBILITY sustainably sourced food than men
STUDY
You mentioned you agree that you would be willing to pay more for food that has come from a sustainable
source.Compared to your average grocery shop, how much more would you be willing to pay if you could
guarantee that your food was coming from a sustainable source?

Less than 5% more than the 10-15% more 21-25% more Don't know/Not sure
average grocery trip

5-9% more 16-20% more More than 25% more

expensive than the average
grocery trip

General
Attitudes Adults 32% 36% 16% 11%

Towards Food Gender: Male 34% 34% 17% 10%

Responsibility Gender: Female 31% 38% 14% 12%

Age: 18-34 23% 35% 19% 5% 14%

Age: 35-44 31% 38% 15% 5% 9%

Age: 45-64 36% 36% 14% 10%

Age: 65+ 34% 37% 14% 14%

SLIDE / 7
 Over a third of Italians say cost is preventing them from eating more
IBM ITALY FOOD responsibly sourced food, and another third say they can’t find reliable
RESPONSIBILITY
STUDY information on where their food comes from
What, if anything, is holding you back from eating more responsibly sourced food? Select all that
apply.

Selected Not Selected

Too expensive 37% 63%

General Can't find reliable information on where food

33% 67%
Attitudes comes from

Towards Food Already successfully eating mostly/entirely

responsibly sourced food 23% 77%
Responsibility Don't have the time to find/learn about food
sourcing 15% 85%

Don't know/Not sure 6% 94%

Don't believe that eating responsibly sourced food

is important 98%

Other: 99%

SLIDE / 8
 Women are more likely than men to say cost is their main barrier for eating more
IBM ITALY FOOD
RESPONSIBILITY
responsibly sourced food
STUDY What, if anything, is holding you back from eating more responsibly sourced food? Select all that
apply.
[% selecting this statement]

Italian Adults Male Female

37%
Too expensive 30%

General
43%

Attitudes
33%
Can't find reliable information on where
32%
food comes from
Towards Food 34%

Responsibility Already successfully eating

23%
23%
mostly/entirely responsibly sourced food
23%

15%
Don't have the time to find/learn about
17%
food sourcing
13%

6%
Don't know/Not sure 9%
4%

2%
SLIDE / 10 Don't believe that eating responsibly
3%
sourced food is important
1%
IBM ITALY FOOD
Over a third (36%) of Italians say the most compelling reason to eat or buy
RESPONSIBILITY more sustainable food is that its is healthier.
STUDY
What reasons do you find most compelling when it comes to the decision to eat and/or buy more
sustainable food? Select no more than two.

Selected Not Selected

Healthier/more nutritious 36% 64%

Reducing potential public health concerns from
General non-sustainable practices (e.g. agricultural waste
leaking into soil/water supply)
30% 70%

Attitudes Feels safer to know where my food has come from 24% 76%
Towards Food Concern for animal welfare 23% 77%
Responsibility Fair treatment and payment to food producers/
farmers 20% 80%

Reducing carbon emissions 12% 88%

Care about the longevity of the food supply/making

sure crops can continue to grow 8% 92%

Don't know/Not applicable 4% 96%

Other: 100%

SLIDE / 9
 Women are more likely to select ‘concern for animal welfare’ and ‘reducing potential public
IBM ITALY FOOD
RESPONSIBILITY
health concerns’ as compelling reasons to decide to eat or buy more sustainable food.
STUDY What reasons do you find most compelling when it comes to the decision to eat and/or buy more
sustainable food? Select no more than two.
[% selecting this statement]

Italian Adults Male Female

36%
Healthier/more nutritious 37%
35%
Reducing potential public health
General
30%
concerns from non-sustainable practices 28%
(e.g. agricultural waste leaking into… 33%
Attitudes Feels safer to know where my food has 24%

Towards Food
23%
come from 24%

Responsibility Concern for animal welfare 16%

23%

29%
Fair treatment and payment to food 20%
23%
producers/farmers 18%
12%
Reducing carbon emissions 12%
12%
Care about the longevity of the food 8%
supply/making sure crops can continue 10%
to grow 7%
4%
Don't know/Not applicable 5%
3%
SLIDE / 12
0%
Other: 1%
0%
 Adults in Italy generally consider health benefits most important when it
IBM ITALY FOOD comes to food, followed by food provenance. Older adults are more likely to
RESPONSIBILITY
STUDY
consider food provenance as most important.
Rank these in order of what would you consider most important when it comes to food: [Broken out
by % ranking each option number 1]

Food provenance (knowing

food's journey from farm to Health benefits Sustainable sourcing Reducing waste
table)

Adults 39% 43% 7% 11%

General Gender: Male 39% 44% 7% 11%

Attitudes
Towards Food Gender: Female 39% 42% 8% 11%
Responsibility
Age: 18-34 34% 44% 9% 13%

Age: 35-44 36% 48% 6% 10%

Age: 45-64 41% 40% 8% 11%

Age: 65+ 44% 44% 9%

SLIDE / 25
IBM ITALY FOOD
RESPONSIBILITY
STUDY

General Attitudes Towards

Food Responsibility Plant-Based Diet Interests

Food Labeling and Product Blockchain and Food

Preferences Provenance
Contents /
Agenda
Interest in Food Innovations Soil Degradation

Concerns with Food Waste Food Responsibility During the

Holidays

SLIDE / 14
IBM ITALY FOOD
Nearly half (48%) of Italian adults report being more likely to purchase food
RESPONSIBILITY items if they are labeled as organic.
STUDY
Which of the following labels, if you saw it on a food item in the grocery store, would make you more
likely to purchase that item? Select all that apply.

Selected Not Selected

Organic 48% 52%

Food 37% 63%

Labeling and
Non-GMO

Product 4ASC Certified Farmed Responsibly 32% 68%

Preferences
Fair Trade 26% 74%

Labels don't impact my purchasing decisions 10% 90%

Don't know/Not applicable 6% 94%

Other: 99%

SLIDE / 10
 Women are more likely to purchase food items with a variety of sustainable labels on them,
especially those that are organic and farmed responsibly. Men are more than twice as
IBM ITALY FOOD
RESPONSIBILITY
likely to say that labels don’t impact their purchasing decisions.
STUDY Which of the following labels, if you saw it on a food item in the grocery store, would make you more
likely to purchase that item? Select all that apply.
[% selecting this statement]

Italian Adults Male Female

48%
Organic 43%
53%

Food Labeling Non-GMO 34%

37%

and Product 40%

Preferences 4ASC Certified Farmed Responsibly 28%

32%

37%

26%
Fair Trade 24%
28%

10%
Labels don't impact my purchasing
13%
decisions
6%

6%
Don't know/Not applicable 7%
5%

SLIDE / 16 1%
Other: 1%
1%
 Nearly three-quarters (73%) of adults in Italy care about production
IBM ITALY FOOD
information regarding meat. A majority care about production information
RESPONSIBILITY regarding vegetables, fruit, and dairy.
STUDY
What categories of food do you most care about information regarding responsible and ethical
production? Select all that apply.

Selected Not Selected

Meat 73% 27%

Vegetables 56% 44%

Food Labeling Fruit 55% 45%

and Product Dairy 52% 48%
Preferences Processed foods 22% 78%
Dry Goods (e.g. flour, etc.) 22% 78%

Coffee 20% 80%

Chocolate 18% 82%

Tea 14% 86%

Don't know/Not applicable 9% 91%

Other: 99%

SLIDE / 11
 Both men and women care similarly about production information for meat and dairy.
Women are more likely than men to care about production information regarding
IBM ITALY FOOD
RESPONSIBILITY
vegetables by a margin of 11 points.
STUDY What categories of food do you most care about information regarding responsible and ethical
production? Select all that apply.
[% selecting this statement]

Italian Adults Male Female

73%
Meat 73%
72%
56%
Vegetables 50%
61%
Food Labeling Fruit
55%
53%
and Product 52%
57%

Preferences Dairy 51%

53%
22%
Dry Goods (e.g. flour, etc.) 18%
26%
22%
Processed foods 21%
23%
20%
Coffee 17%
23%
18%
Chocolate 15%
20%
14%
Tea 10%
18%
9%
Don't know/Not applicable 8%
SLIDE / 18 9%
1%
Other: 1%
2%
 Over three-quarters (76%) of Italian adults care about information regarding
IBM ITALY FOOD
provenance when it comes to meat, and 60% care about provenance when
RESPONSIBILITY it comes to fruit and vegetables.
STUDY
What categories of food do you most care about information regarding provenance (where the food
originated)? Select all that apply.

Selected Not Selected

Meat 76% 24%

Fruit 60% 40%

Food Labeling Vegetables 60% 40%

and Product Dairy 55% 45%
Preferences Processed foods 25% 75%
Dry Goods (e.g. flour, etc.) 22% 78%

Coffee 17% 83%

Chocolate 14% 86%

Tea 12% 88%

Don't know/Not applicable 5% 95%

Other: 99%

SLIDE / 12
 Both men and women care similarly about production information for meat and dairy.
Women are more likely than men to care about production information regarding
IBM ITALY FOOD
RESPONSIBILITY
vegetables by a margin of 11 points.
STUDY What categories of food do you most care about information regarding provenance (where the food
originated)? Select all that apply.
[% selecting this statement]

Italian Adults Male Female

76%
Meat 76%
75%
60%
Vegetables 55%
65%
Food Labeling Fruit
60%
57%
and Product 55%
62%

Preferences Dairy 54%

56%
25%
Processed foods 24%
26%
22%
Dry Goods (e.g. flour, etc.) 20%
25%
17%
Coffee 15%
19%
14%
Chocolate 13%
15%
12%
Tea 9%
14%
5%
Don't know/Not applicable 5%
SLIDE / 20 5%
1%
Other: 1%
1%
IBM ITALY FOOD
RESPONSIBILITY
STUDY

General Attitudes Towards

Food Responsibility Plant-Based Diet Interests

Food Labeling and Product Blockchain and Food

Preferences Provenance
Contents /
Agenda
Interest in Food Innovations Soil Degradation

Concerns with Food Waste Food Responsibility During the

Holidays

SLIDE / 21
IBM ITALY FOOD
Two in five (41%) adults in Italy say that food production innovations they
RESPONSIBILITY are most excited for are about locally grown or sourced food.
STUDY
Which of these innovations are you most excited about when it comes to food production? Select no
more than two.

Selected Not Selected

Locally grown or sourced food 41% 59%

Recyclable packaging 28% 72%

Interest in Sustainable farming technology 23% 77%
Food Reusable/refillable packaging 22% 78%
Innovations Compostable packaging 21% 79%

Fair treatment and payment to producers 14% 86%

Using blockchain technology to get more trusted
and detailed info on production origin and 12% 88%
practices

Plant-based meat substitutes 9% 91%

Don't know/Not applicable 5% 95%

Other: 100%

SLIDE / 20
 Men and women are generally similarly excited about various innovations in food
production, although women are slightly more excited about locally grown food and
IBM ITALY FOOD
RESPONSIBILITY
compostable packaging.
STUDY Which of these innovations are you most excited about when it comes to food production? Select no
more than two.
[% selecting this statement]

Italian Adults Male Female

41%
Locally grown or sourced food 39%
42%
28%
Recyclable packaging 28%
Interest in 27%

Food Sustainable farming technology

23%
24%
23%
Innovations 22%
Reusable/refillable packaging 21%
22%
21%
Compostable packaging 18%
23%
Fair treatment and payment to 14%
14%
producers 15%
Using blockchain technology to get 12%
more trusted and detailed info on 12%
production origin and practices 11%
9%
Plant-based meat substitutes 7%
10%
SLIDE / 23
5%
Don't know/Not applicable 6%
4%
IBM ITALY FOOD
Over eight in ten Italian adults say they would prefer supermarkets to
RESPONSIBILITY respond faster to the latest consumer food trends.
STUDY
How far do you agree or disagree with the following statement?:
I would like supermarkets to respond faster to the latest consumer food trends.

Strongly agree Somewhat agree Don't know/Not sure Somewhat disagree Strongly disagree

Adults 44% 42% 4% 8%

Interest in Gender: Male 41% 42% 5% 10%

Food
47% 41% 4% 6%
Innovations
Gender: Female

Age: 18-34 44% 42% 4% 7%

Age: 35-44 42% 41% 5% 10%

Age: 45-64 44% 42% 4% 9%

Age: 65+ 47% 39% 7% 5%

SLIDE / 23
IBM ITALY FOOD
RESPONSIBILITY
STUDY

General Attitudes Towards

Food Responsibility Plant-Based Diet Interests

Food Labeling and Product Blockchain and Food

Preferences Provenance
Contents /
Agenda
Interest in Food Innovations Soil Degradation

Concerns with Food Waste Food Responsibility During the

Holidays

SLIDE / 25
 Three quarters of Italian adults are very or somewhat concerned about food
IBM ITALY FOOD
waste; Italian women are more likely than men to report being concerned
RESPONSIBILITY about food waste by a margin of 10 points.
STUDY
How concerned are you about food waste?

Very concerned Somewhat concerned Don't know/Not sure Slightly concerned Not at all concerned

Adults 30% 45% 17% 6%

Concerns Gender: Male 24% 46% 20% 9%

with Food
36% 44% 14% 4%
Waste
Gender: Female

Age: 18-34 33% 44% 17% 4%

Age: 35-44 31% 43% 4% 15% 7%

Age: 45-64 29% 44% 18% 7%

Age: 65+ 28% 51% 13% 8%

SLIDE / 14
 Over nine in ten (91%) women in Italy say they would be more willing to
IBM ITALY FOOD shop at a supermarket brand with initiatives to reduce food waste,
RESPONSIBILITY
STUDY
compared to 83% of men.
How far do you agree or disagree with the following statement?:
I would be more willing to shop at a supermarket brand with initiatives to reduce food waste.

Strongly agree Somewhat agree Don't know/Not sure Somewhat disagree Strongly disagree

Adults 53% 34% 7%

Concerns Gender: Male 46% 37% 4% 11%

with Food
60% 31% 4%
Waste
Gender: Female

Age: 18-34 55% 31% 4% 9%

Age: 35-44 46% 39% 5% 6%

Age: 45-64 55% 32% 8%

Age: 65+ 53% 38% 4%

SLIDE / 16
IBM ITALY FOOD
RESPONSIBILITY
STUDY

General Attitudes Towards

Food Responsibility Plant-Based Diet Interests

Food Labeling and Product Blockchain and Food

Preferences Provenance
Contents /
Agenda
Interest in Food Innovations Soil Degradation

Concerns with Food Waste Food Responsibility During the

Holidays

SLIDE / 28
 A majority of Italian adults neither personally eat a more-plant based diet
IBM ITALY FOOD for the sake of the environment, nor agree that it is important for individuals
RESPONSIBILITY
STUDY
to do so for the environment’s future.
How far do you agree with the following statements?

Strongly agree Somewhat agree Don't know/No Somewhat disagree Strongly disagree
opinion

I personally am trying to eat a diet heavier in

plant-based foods for the sake of environmental 12% 29% 6% 24% 30%
sustainability.
Plant-Based
Diet Interests
It is important for the future of the environment
for more individuals to move to a plant-based 12% 29% 9% 27% 24%
diet.

Plant-based meats substitutes are an exciting

new development that make me more interested in 11% 21% 9% 24% 36%
consuming a plant-based diet.

SLIDE / 19
 Women are more likely than men to be trying to eat a more heavily plant-based diet for
environmental sustainability, and to say that it is important for more individuals to do so
IBM ITALY FOOD
RESPONSIBILITY
for the sake of the environment.
STUDY How far do you agree with the following statements?
[Showing % Strongly Agree + Somewhat Agree]

Italian Adults Male Female

41%
I personally am trying to eat a diet
heavier in plant-based foods for the 37%
Environmental sake of environmental sustainability.

Sustainability 44%

and Diet
41%
It is important for the future of the
environment for more individuals to 38%
move to a plant-based diet.
42%

32%
Plant-based meats substitutes are an
exciting new development that make
30%
me more interested in consuming a
SLIDE / 30
plant-based diet.
33%
IBM ITALY FOOD
RESPONSIBILITY
STUDY

General Attitudes Towards

Food Responsibility Plant-Based Diet Interests

Food Labeling and Product Blockchain and Food

Preferences Provenance
Contents /
Agenda
Interest in Food Innovations Soil Degradation

Concerns with Food Waste Food Responsibility During the

Holidays

SLIDE / 31
IBM ITALY FOOD
Over nine in ten Italian adults value information about a food’s authenticity,
RESPONSIBILITY true shelf life, and original production date.
STUDY
Think about each of the following types of information you might like to have about food you're
considering purchasing. How valuable would it be to know the following?

Very valuable Somewhat valuable Don't know/Not Not very valuable Not at all
applicable valuable

Authenticity (e.g. whether something is genuine

Blockchain 69% 26%

Italian olive oil, if a fish is correctly labeled
by species)

and Food
Provenance
What its true shelf life is 65% 29%

The date the food was originally produced 64% 30% 4%

SLIDE / 21
 Men and women both overwhelmingly see all three information types asked about as
IBM ITALY FOOD
RESPONSIBILITY
valuable.
STUDY Think about each of the following types of information you might like to have about food you're
considering purchasing. How valuable would it be to know the following?
[Showing % Very Valuable + Somewhat Valuable]

Italian Adults Male Female

95%
Authenticity (e.g. whether something is

Blockchain
genuine Italian olive oil, if a fish is 94%
correctly labeled by species)

and Food 95%

Provenance
94%

The date the food was originally

91%
produced

96%

94%

What its true shelf life is 92%

SLIDE / 33
96%
 Nearly nine in ten (89%) Italian adults say that learning information about
IBM ITALY FOOD the farmers that grow their food is valuable. A majority (52%) of women say
RESPONSIBILITY
STUDY
that it is very valuable.
How valuable is it that you be able to learn information about the farmers that grow your food?

Very valuable Somewhat valuable Don't know/Not sure Slightly valuable Not at all valuable

Adults 48% 41% 7%

Blockchain Gender: Male 42% 46% 8%

and Food
54% 36% 7%
Provenance
Gender: Female

Age: 18-34 45% 42% 8%

Age: 35-44 43% 43% 4% 9%

Age: 45-64 51% 40% 6%

Age: 65+ 51% 40% 8%

SLIDE / 27
IBM ITALY FOOD
Over half (57%) of Italian adults say that having food be traceable on
RESPONSIBILITY blockchain is “very valuable”.
STUDY
How valuable is it to you that your food be traceable on the blockchain, allowing public health authorities to
identify the source of food-borne illnesses and allowing you to identify if your food may be impacted by a
recall?

Very valuable Somewhat valuable Don't know/Not sure Slightly valuable Not at all valuable

Adults 57% 34% 5% 4%

Blockchain Gender: Male 54% 36% 5% 4%

and Food
60% 32% 4%
Provenance
Gender: Female

Age: 18-34 51% 34% 6% 7%

Age: 35-44 54% 36% 5% 4%

Age: 45-64 58% 35% 4%

Age: 65+ 67% 27% 4%

SLIDE / 29
IBM ITALY FOOD
RESPONSIBILITY
STUDY

General Attitudes Towards

Food Responsibility Plant-Based Diet Interests

Food Labeling and Product Blockchain and Food

Preferences Provenance
Contents /
Agenda
Interest in Food Innovations Soil Degradation

Concerns with Food Waste Food Responsibility During the

Holidays

SLIDE / 36
IBM ITALY FOOD
Eight in ten (83%) Italian adults are concerned about soil degradation, with
RESPONSIBILITY women being slightly more concerned than men.
STUDY
How concerned are you about soil degradation?

Very concerned Somewhat concerned Don't know/Not sure Slightly concerned Not at all concerned

Adults 43% 40% 12%

40% 39% 4% 15%

Soil
Gender: Male

Degradation Gender: Female 45% 41% 10%

Age: 18-34 35% 42% 5% 15%

Age: 35-44 38% 42% 5% 12%

Age: 45-64 45% 39% 11%

Age: 65+ 51% 36% 10%

SLIDE / 31
 After learning about the impact of non-sustainable agricultural practices on soil
IBM ITALY FOOD
degradation, a majority (57%) of Italian adults are much more concerned than they
RESPONSIBILITY were previously, with another 35% slightly more concerned.
STUDY
Non-sustainable agricultural practices can degrade the quality of soil and prevent land from supporting crops.
Some estimates suggest that if soil degradation continues at its current pace, it will be exhausted by 2060.
Given this information, are you more concerned about soil degradation than you were previously?

Much more concerned Slightly more concerned Not at all more concerned Don't know/Not sure

Adults 57% 35% 4% 4%

51% 37% 7% 5%
Soil
Gender: Male

Degradation Gender: Female 62% 33%

Age: 18-34 53% 36% 7%

Age: 35-44 54% 38% 5%

Age: 45-64 58% 34% 5%

Age: 65+ 59% 31% 4% 6%

SLIDE / 33
 Around three in five (62%) Italian adults would consider paying slightly
IBM ITALY FOOD
more for food grown in sustainable soil. Only 14% would pay significantly
RESPONSIBILITY more.
STUDY
Would you ever consider paying extra for food that was grown in 'sustainable soil'?

Would not pay any

Would pay significantly Would pay slightly more
for food that was grown in additional amount for
more for food that was food that was grown in Don't know/Not sure
grown in sustainable soil sustainable soil
sustainable soil

Adults 14% 62% 15% 9%

13% 59% 18% 9%

Soil
Gender: Male

Degradation Gender: Female 14% 65% 13% 9%

Age: 18-34 17% 62% 12% 9%

Age: 35-44 13% 62% 15% 9%

Age: 45-64 13% 61% 17% 8%

Age: 65+ 9% 65% 14% 12%

SLIDE / 35
IBM ITALY FOOD
RESPONSIBILITY
STUDY

General Attitudes Towards

Food Responsibility Plant-Based Diet Interests

Food Labeling and Product Blockchain and Food

Preferences Provenance
Contents /
Agenda
Interest in Food Innovations Soil Degradation

Concerns with Food Waste Food Responsibility During the

Holidays

SLIDE / 40
 78% of Italian adults say environmental sustainability is a somewhat or very large
factor when considering purchasing Christmas and other festive meal essentials.
IBM ITALY FOOD
RESPONSIBILITY
Women are more likely than men to make environmental sustainability a factor when
STUDY making Christmas dinner purchases than men are by a margin of 8 points.
Thinking about the December holiday period, how much of a factor is environmental sustainability
when it comes to purchasing your Christmas dinner or other festive meal essentials?

Very large factor Somewhat large factor Don't know/Not Small factor Not at all a factor
applicable

Adults 33% 45% 6% 13%

Food 28% 45% 6% 17% 4%

Responsibility
Gender: Male

During the Gender: Female 37% 44% 6% 10%

Holidays
Age: 18-34 29% 45% 7% 14% 4%

Age: 35-44 29% 48% 7% 16%

Age: 45-64 36% 43% 6% 12%

Age: 65+ 34% 45% 5% 13%

SLIDE / 39
IBM ITALY FOOD
Two thirds (66%) of adults would consider changing the ingredients in their
RESPONSIBILITY festive meals to be more sustainable.
STUDY
Would you consider changing the ingredients in your Christmas dinner or other festive meals to be
more sustainable?

Yes Don't know/Not applicable No

Adults 66% 21% 13%

Food 62% 22% 16%

Responsibility
Gender: Male

During the Gender: Female 69% 20% 10%

Holidays
Age: 18-34 62% 22% 16%

Age: 35-44 67% 20% 14%

Age: 45-64 68% 20% 12%

Age: 65+ 64% 26% 11%

SLIDE / 41
 Eight in ten (81%) adults would like to know more about where the food they eat for
IBM ITALY FOOD
Christmas dinner comes from. Older respondents are more likely than younger
RESPONSIBILITY respondents to say they would like to know more.
STUDY
Would you like to know more about where the food you eat for your Christmas dinner or other festive
meals has come from?

Yes Don't know/Not applicable No

Adults 81% 9% 10%

Food 79% 9% 12%

Responsibility
Gender: Male

During the Gender: Female 83% 9% 8%

Holidays
Age: 18-34 75% 11% 14%

Age: 35-44 80% 10% 10%

Age: 45-64 83% 8% 9%

Age: 65+ 86% 7% 7%

SLIDE / 43
 A majority of respondents across gender and age say they are not more
IBM ITALY FOOD
conscious about being environmentally friendly during the holidays
RESPONSIBILITY compared to the rest of the year.
STUDY
How far do you agree or disagree with the following statement?:I am more conscious about being
environmentally friendly during the December holidays than I am during the rest of the year.

Strongly agree Somewhat agree Don't know/Not Somewhat disagree Strongly disagree
applicable

Adults 12% 25% 7% 25% 31%

Food 11% 28% 7% 24% 30%

Responsibility
Gender: Male

During the Gender: Female 12% 22% 8% 25% 32%

Holidays
Age: 18-34 10% 24% 8% 27% 30%

Age: 35-44 7% 23% 11% 29% 29%

Age: 45-64 12% 27% 6% 23% 32%

Age: 65+ 18% 21% 5% 23% 32%

SLIDE / 45