Aim of present work is to analyse the evolution of consumptions with regard to innovative food commodities in Italy: IV range products in the fruit and vegetable sector. With reference to a modern consumer, the characteristics of IV range products, the behavior of the consumer of such products and the related consumptions are here studied.
In recent years food consumption on a whole, and the fruit and vegetable in particular, have shown rather contained ups and downs. Today, therefore, it is rather difficult to cause significant variations of the demand in quantitative terms, while the differentiation of assortments, in our case with the products of IV range, represents a large potential of expansion. The analysis of the evolution and the consumption of IV range products is supplemented by a survey, through a questionnaire, carried out with the consumers in Palermo.