2018-欧洲购物者调查_意大利（英文版）-2mb

European Shopper Survey Summary - Italy

Core Content

The European Shopper Survey, conducted by IRI in 2017, provides insights into the evolving landscape of grocery shopping across seven European countries, with a specific focus on Italy. The survey aims to support leadership through storytelling by analyzing how shoppers are diversifying their purchase channels, the impact of digital experiences, and the role of food wellness in their consumption habits.

Main Areas of Investigation

The survey investigates three key areas:

1. Is grocery shopping turning into a multichannel path?

   • How shoppers are diversifying their purchases across different channels.
   • The emergence of new shopping channels.
   • The factors driving shoppers to specific channels.
   • Whether general grocery stores (hypermarkets, supermarkets, discounts) are losing attractiveness to specialist channels.

2. Is digital experience changing the way for grocery shopping?

   • How digital solutions are altering shopping behavior.
   • The role of the Internet in product information search, list preparation, price comparison, and store selection.
   • The level of online grocery shopping penetration and the types of products most commonly purchased online.

3. How is food wellness in Europe?

   • The increasing relevance of wellness food in family diets.
   • The reasons for purchasing wellness food.
   • The ability of hypermarkets and supermarkets to compete with bio stores and online platforms in the wellness food market.

Key Findings

1. Grocery Shopping as a Multichannel Experience

• General Stores Dominance: In Italy, hypermarkets, supermarkets, and traditional stores are the most visited for grocery shopping, with a higher frequency than the average in Europe.
• Online Shopping Penetration: Online shopping for groceries is growing, with 38% of current non-buyers in Italy expected to purchase online within the next six months.
• Specialist Stores Gaining Ground: Make-up and department stores are perceived more favorably than general online sites, suggesting a growing preference for specialist channels.
• Diversification: Personal & beauty care shoppers show higher diversification in their purchasing behavior compared to the weight of the category in grocery shopping.

2. Digital Experience and Grocery Shopping

• Information Seeking: 33% of Italian shoppers regularly use the Internet to seek product and price information before shopping, with 66% using coupons and promotions to save money.
• Shopping Preparation: 78% of shoppers plan their grocery shopping by preparing a list, with 10% using mobile devices to do so.
• In-Store Internet Use: 1/3 of Italian shoppers use the Internet while in-store, especially in Southern Europe, to look for promotions and product details.
• Barriers to Online Shopping: Many shoppers prefer the in-store experience for tactile and visual product evaluation, indicating a barrier to full online adoption.

3. Food Wellness in Europe

• Wellness Food Relevance: Wellness food has become a significant part of the Italian consumer's diet, with a high percentage of shoppers purchasing it for themselves or their families.
• Reasons for Purchase: The main reasons for buying wellness food include additive-free products and weight loss, with 60% of Italian shoppers citing these as key motivators.
• Healthy Diet Practices: Italian shoppers emphasize eating more fruit and vegetables and reading ingredient lists as essential for maintaining a healthy diet, aligning with the Mediterranean diet.
• Channels for Wellness Food: Bio stores, pharmacies, and the Internet are the primary channels for purchasing wellness food in Italy, indicating a shift from traditional mass-market stores.

Opportunities and Gaps

• Opportunities for Online Growth: There is a notable opportunity for online grocery shopping to grow, especially among current non-buyers who are likely to adopt it in the near future.
• Digital Integration: Enhancing digital tools for product information, price comparison, and list preparation can improve shopper engagement and satisfaction.
• Wellness Market Expansion: The wellness food market is expanding, and retailers should focus on offering a wide range of wellness products through both physical and online channels to meet consumer demand.

Conclusion

The survey highlights a growing multichannel approach to grocery shopping in Italy, with digital experiences playing a crucial role in shaping consumer behavior. Food wellness is increasingly relevant, with consumers prioritizing health-conscious choices and seeking information to support these decisions. Retailers and brands have opportunities to enhance their digital presence and diversify their product offerings to better serve the evolving needs of Italian shoppers.

Contact for More Information

For deeper insights, predictive analysis, and recommendations on specific products, categories, segments, channels, or retailers, contact your IRI Consultant or email: XXX@iriworldwide.com.