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Italian Consumer Lifestyles: Food and Health - July 2012

This is the first in a twice-yearly series of reports that analyses consumer data from four European countries – France, Italy, Spain, Germany – and forms part of the European Consumer Lifestyle series. The analysis will focus on consumers from each country and identify and explore specific consumer segments based on their attitudes, lifestyles and demographics. Topics that will be covered include attitudes towards economy, finance, health, diet, leisure, lifestyle and environment.

Over the course of the year, consumer research will be carried out in over 46 categories in the Food/Drink, Beauty and Personal Care categories, covering subjects such as usage, frequency, consumption, occasion and attitudes towards the category. These data will not be analysed in depth as part of this series, but data will be available on request.

Analysis at the category level will be carried out by our teams of global analysts for the Food/Drink, Beauty and Personal Care platforms, and is available as part of our new European data tool.

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Table of contents

  1. European Consumer Target Groups

    • Introduction
      • Category-specific data
        • Methodology
        • Executive Summary

          • Shrewd Shoppers strive for healthy balance in all areas of their life
            • Low Budget Creatives prove resourceful under pressure and thrive on new experiences
              • Risk Averse crave security and reassurance rather than experimentation
                • Early Adopters’ willingness to trade up makes them an attractive target group
                  • Routine Shoppers lack interest in shopping around and rely instead on personal recommendations
                  • Italy – Target Groups

                    • Background
                      • Five target groups
                        • Figure 1: Target groups among Italian consumers, May 2012
                    • Shrewd Shoppers (32%)

                      • Key points
                        • Who are they?
                          • Figure 2: Demographic profile of Shrewd Shoppers, May 2012
                        • Shopper profile
                          • Their financial outlook
                            • Changes to grocery shopping behaviour
                              • Figure 3: Supermarkets used for main and top up grocery shops, Shrewd Shoppers vs average target group response, May 2012
                            • Stuck in their comfort zone, Shrewd Shoppers aspire to be more experimental in the kitchen
                                • Figure 4: Cooking style, Shrewd Shoppers vs average target group response, May 2012
                              • What it means
                              • Low Budget Creatives (10%)

                                • Key points
                                  • Who are they?
                                    • Figure 5: Demographic profile of Low Budget Creatives, May 2012
                                  • Shopper profile
                                    • Figure 6: Psychographic segmentation, Low Budget Creatives vs average target group response, May 2012
                                  • Their financial outlook
                                    • Changes to grocery shopping behaviour
                                        • Figure 7: Supermarkets used for main and top up grocery shops, Low Budget Creatives vs average target group response, May 2012
                                      • Enjoyment of cooking underpins their appetite for healthy living
                                        • What it means
                                        • Risk Averse (5%)

                                          • Key points
                                            • Who are they?
                                              • Figure 8: Demographic profile of Risk Averse, May 2012
                                            • Shopper profile
                                              • Their financial outlook
                                                • Changes to grocery shopping behaviour
                                                  • Perceptions of healthy lifestyle are challenged by their convenience habits
                                                    • What it means
                                                    • Early Adopters (13%)

                                                      • Key points
                                                        • Who are they?
                                                          • Figure 9: Demographic profile of Early Adopters, May 2012
                                                        • Shopper profile
                                                          • Their financial outlook
                                                            • Figure 10: Impact of the slowdown, Early Adopters in Italy, Spain, France and Germany, May 2012
                                                          • Changes to grocery shopping behaviour
                                                              • Figure 11: Supermarkets used for main and top up grocery shops, Early Adopters vs average target group response, May 2012
                                                            • Healthy, wealthy and a passion for cooking
                                                              • Figure 12: Attitudes towards healthy lifestyles, Early Adopters vs average target group response, May 2012
                                                            • What it means
                                                            • Routine Shoppers (40%)

                                                              • Key points
                                                                • Who are they?
                                                                  • Figure 13: Demographic profile of Routine Shoppers, May 2012
                                                                • Shopper profile
                                                                  • Figure 14: Selected psychographic analysis statement, Routine Shoppers vs average target group response, May 2012
                                                                • Their financial outlook
                                                                  • Changes to grocery shopping behaviour
                                                                    • Figure 15: Supermarkets used for main and top-up grocery shops, Routine Shoppers vs average target group response, May 2012
                                                                  • Routine Shoppers are relatively indifferent towards cooking and living healthily
                                                                    • What it means
                                                                    • Appendix – Financial Tracker

                                                                        • Figure 16: Current financial situation, Italy, May 2012
                                                                        • Figure 17: Financial situation compared to last year, Italy, May 2012
                                                                        • Figure 18: Financial confidence, Italy, May 2012
                                                                        • Figure 19: Impact of the slowdown, Italy, May 2012
                                                                        • Figure 20: Current financial situation, by demographics, Italy, May 2012
                                                                        • Figure 21: Financial situation compared to last year, by demographics, Italy, May 2012
                                                                        • Figure 22: Financial confidence, by demographics, Italy, May 2012
                                                                        • Figure 23: Impact of the slowdown, by demographics, Italy, May 2012
                                                                    • Appendix – Food/General Lifestyle Tracker

                                                                        • Figure 24: Grocery shopping habits, Italy, May 2012
                                                                        • Figure 25: Attitudes towards healthy lifestyles, Italy, May 2012
                                                                        • Figure 26: Cooking style, Italy, May 2012
                                                                        • Figure 27: Most popular grocery shopping habits, by demographics, Italy, May 2012
                                                                        • Figure 28: Next most popular grocery shopping habits, by demographics, Italy, May 2012
                                                                        • Figure 29: Other grocery shopping habits, by demographics, Italy, May 2012
                                                                        • Figure 30: Most popular attitudes towards healthy lifestyles, by demographics, Italy, May 2012
                                                                        • Figure 31: Next most popular attitudes towards healthy lifestyles, by demographics, Italy, May 2012
                                                                        • Figure 32: Most popular cooking style, by demographics, Italy, May 2012
                                                                        • Figure 33: Next most popular cooking style, by demographics, Italy, May 2012
                                                                        • Figure 34: Other cooking style, by demographics, Italy, May 2012
                                                                    • Appendix – Consumer Target Groups

                                                                        • Figure 35: Target groups, May 2012
                                                                        • Figure 36: Target groups, by demographics, Italy, May 2012
                                                                        • Figure 37: Agreement with the statements ‘I consider all available options before deciding what product to buy’ and ‘I often buy things on the spur of the moment’, by cluster groups, Italy, May 2012
                                                                        • Figure 38: Agreement with the statements ‘I tend to make purchase decisions quickly, based on ‘gut feeling’’ and ‘I only buy brands I have bought before’, by cluster groups, Italy, May 2012
                                                                        • Figure 39: Agreement with the statements ‘I like to try new brands that I see’ and ‘I want to stand out from the crowd’, by cluster groups, Italy, May 2012
                                                                        • Figure 40: Agreement with the statements ‘I like people to admire things I own’ and ‘I do my own thing, regardless of the current trends’, by cluster groups, Italy, May 2012
                                                                        • Figure 41: Agreement with the statements ‘I don’t like to be too different from everyone else’ and ‘I like to have new products ahead of everybody else’, by cluster groups, Italy, May 2012
                                                                        • Figure 42: Agreement with the statements ‘I shop around from a variety of brands’ and ‘Once I find a brand I like I tend to stick to it’, by cluster groups, Italy, May 2012
                                                                        • Figure 43: Agreement with the statements ‘I look for the lowest possible prices when I go shopping’ and ‘I always look out for special offers’, by cluster groups, Italy, May 2012
                                                                        • Figure 44: Agreement with the statements ‘I am happy to pay extra for better quality’ and ‘I tend to go for premium rather than standard goods/services’, by cluster groups, Italy, May 2012
                                                                        • Figure 45: Agreement with the statements ‘I feel more comfortable buying branded products than a shop’s own label’ and ‘I seek other people’s opinions before choosing a product’, by cluster groups, Italy, May 2012
                                                                        • Figure 46: Agreement with the statement ‘I always buy the brands I think my family/friends would approve of’, by s, Italy, May 2012

                                                                    Companies Covered

                                                                    To learn more about the companies covered in this report please contact us.

                                                                    Italian Consumer Lifestyles: Food and Health - July 2012

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