Nearly all respondents in Italy and Denmark link a healthy lifestyle to a balanced diet, with almost 70% actively committed to achieving them. In Italy, about half of the population states that they regularly follow a healthy diet, and 1 in 4 people have been doing so for more than three years. In Denmark, slightly more than half of the respondents say they consciously choose healthy food.
These are just some of the data detected by the 100 Healthy Days Observatory, presented on 25 February at Sana Food by Toluna, an agency specializing in digital market research, in collaboration with Channel Marketing Company and with the design contribution of Claudia Maccarini (LightUp Italia).
A moment during the presentation of the 100 Healthy Days Observatory at Sana Food
The survey examined the perceptions, habits, and trends related to lifestyle and eating of 4,000 people, of which 3,000 in Italy and 1,000 in Denmark. The study took place in two phases: the first in spring-summer and the second in autumn-winter, focusing on behavior during the 100 days preceding the observation.
In Italy, the main trends are the inclusion of seasonal fruit and vegetables, natural and/or organic food, and a high level of control when reading ingredients, with close attention to elements considered ‘harmful’ to health, such as additives, preservatives, GMOs, and fats.
In Denmark, healthy food is associated with the concept of healthy benefits, i.e. food that is naturally rich in nutrients such as vitamins, minerals, and Omega 3, or that is only made with ‘natural’ ingredients, with emphasis also being placed on organic products.
What is curious is that, in Italy, about 49% of those interviewed associate healthy eating with the Mediterranean diet, in line with the country’s food and wine culture, while only about 17% of Danes are of the same opinion. On the other hand, about 19% of Danish respondents consider plant-based food a healthy choice, while in Italy – where it is evidently still little known – only 7% share this opinion.
The impact of cultural differences on healthy eating
The Observatory explored the ‘culture’ and interpretation of product classifications related to healthy and natural eating, revealing interesting differences between Italy and Denmark. These differences highlight how lifestyle influences knowledge and consumption habits.
Terms such as ‘organic’, ‘vegan’, ‘vegetarian’, and ‘sustainable agriculture’ are common in both countries. However, some definitions are understood differently. In Italy, 84% of respondents understand the concept of a ‘controlled supply chain and certainty of origin’, compared to 54% in Denmark. ‘Farm-to-table products’ are known to 89% of Italians, while only 54% of Danes know its meaning. In contrast, the term ‘halal’ is well understood by 76% of Danes, but only by 36% of Italians. With regard to ‘health’ categories, ‘enriched with, free from, low in’ foods are more recognized in Italy than in Denmark.
Healthy lifestyle: how it is interpreted by different targets
The 100 Healthy Days Observatory analyzed the behavior of different age groups to better understand the market. The Silver group, i.e. the over 56s, represents the largest group both in Italy and Denmark, with a strong propensity to spend and a good cultural level. They are adaptable and have a sufficient knowledge of social media. The Contemporary Group, i.e. those between 40 and 50 years old, have a lower income and are more considerate when it comes to spending. They are digitally savvy and use social media. The Young group, aged between 30 and 39, are ‘2.0’ consumers who mainly buy online and speak English every day. They use social media more and share their experiences online. The Super Teen group, aged 18 to 29, were born in the technological age and are always connected. They are subject to online information that is not always true but has a good cultural level.
A healthy lifestyle is perceived positively in both countries. In Italy, it is associated with health and well-being. The Silver and Contemporary groups also link it to nature, while the Young and Super Teen groups focus on body and mind care. In Denmark, a healthy lifestyle is seen as a ‘good example’. All groups associate a healthy lifestyle with a balanced diet and exercise. Italians avoid overeating, drink two liters of water a day, and live in contact with nature. Only the Super Teens emphasize the importance of a work-life balance. In Denmark, the Silver group appreciates nature, the Contemporary group avoids alcohol and junk food, and all agree on the importance of drinking water.
A moment during the presentation of the 100 Healthy Days Observatory at Sana Food
Eating healthy outside the home
In Italy, 97% of respondents said they had eaten a healthy meal outside the home at least once in the 100 days surveyed while, in Denmark, the figure was 92%. This figure is consistent across age groups, demonstrating a clear trend towards healthy food choices. Overall, 68% of respondents in both countries try to eat healthy when eating out as a daily habit, with this choice being concentrated mainly at weekends (50%).
Analyzing the data by country, 71% of Italian respondents consider eating healthy outside the home a widespread daily practice. In Denmark, this habit is less common, with only 60% adopting it regularly. In Italy, the tendency to make healthy choices when eating out at the weekend is uniform across age groups. In Denmark, on the other hand, the over 56s show greater consistency, choosing healthy options both during the week and at the weekend. This behavior is in line with the 93% of those who consider healthy eating to be essential for a healthy lifestyle.
77% of Italians say they are satisfied with the healthy options available when eating out, compared to 59% of Danes. Nevertheless, 46% of Italians consider the alternatives available to be insufficient and 57% criticize the lack of detailed information, especially regarding the origin and processing of ingredients. The Danes are even more critical, with 71% of respondents dissatisfied with the information provided.
Top photo: Dreamstime