81% of Italian consumers believe that they are currently living in a recession. This is indicative of an intensifying 'recessionary mindset' influencing consumer behavior. Symptomatic of falling consumer confidence is the fact that more than one-in-three Italian consumers experienced a worsening financial situation, falling job security and falling confidence in the housing market in 2008-09.
Scope
Detailed analysis documenting Italian consumers' 'recessionary mindset' and how this influences perceptions about current and future prospects
Insights highlighting how the economic downturn has affected perceived quality of life, emotional wellbeing and financial security in Italy
In-depth analysis of Italians' changing price sensitivity, value consciousness and attitudes towards private label across four major FMCG sectors
Countries and categories covered: Italy; food and non-alcoholic beverages, alcoholic beverages, personal care and household care
Highlights
59% of Italian consumers feel that their lifestyle has been impacted by the recession. Suddenly, they have been forced to re-evaluate their spending, including where they do their grocery shopping as well as their in-store choices.
Italians consider private label products to be credible and many are now likely to consider private label products to be on a par, if not better than market leading brands across sectors. However, the limited scale of the private label market there means that these receptive consumers are being underserved across the CPG spectrum.
For over two-thirds of Italian shoppers, lower prices have a high amount of influence over where people do their shopping. Nevertheless, the quality of products sold has more influence over their (changeable) grocery shopping destinations. This is symptomatic of the intensifying value-consciousness across FMCG product sectors.
Reasons to Purchase
Gain a detailed understanding of changing consumer attitudes and behaviors amid the downturn in order to determine appropriate recessionary strategies
Obtain country and sector specific insight about pertinent recessionary themes such as private label and consumers' value consciousness
Assist consumer segmentation and targeting efforts by accessing data from two waves of primary research conducted in August 2008 and April 2009
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