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Supermarkets - Italy - November 2016

“The Italian economy has improved, but years of challenging market conditions have taken their toll. Fragmentation is growing as consumers spread their shopping around to get the best value for money. The discounters and conveniently located supermarkets are the strongest performers currently while the over-spaced hypermarkets are finding life increasingly difficult.”
– Thomas Slide, Retail Analyst

This report examines the following issues:

  • The Italian home-grown discount sector
  • A changing of the guard

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Table of contents

  1. Overview

    • What you need to know
      • Areas covered in this Report
      • Executive Summary

          • The market
            • Consumer spending
              • Figure 1: Italy: Annual % change in consumer spending, 2012-16
            • Inflation
              • Figure 2: Italy: Consumer prices of food and drink, annual % change, Jan 2015 – Oct 2016
            • Channels of distribution
              • Figure 3: Italy: Estimated distribution of spending on food and beverages, 2015
            • Sector size and forecast
              • Leading players
                • Key metrics
                  • Market shares
                    • Figure 4: Italy: Leading grocers’ share of all food retailers’ sales, 2015
                  • Online
                    • The consumer
                      • Who shops for groceries
                        • Figure 5: Italy: Who is responsible for grocery shopping, September 2015/September 2016
                      • How they shop for groceries
                        • Figure 6: Italy: Frequency of grocery shopping, September 2016
                      • Where they shop for groceries
                        • Figure 7: Italy: Grocery retailer they spend the most with in a typical month, September 2015/ September 2016
                      • Reasons for shopping at most-used retailer
                        • Figure 8: Italy: Reasons for shopping at the retailer they spent the most with in a typical month, September 2016
                      • What we think
                      • Issues and Insights

                        • The Italian home-grown discount sector
                          • The facts
                            • The implications
                              • A changing of the guard
                                • The facts
                                  • The implications
                                  • The Market – What You Need to Know

                                    • Consumer spending picks up
                                      • Inflation remains low
                                        • Grocers account for 76% of spending on food and drink
                                          • 2015 was a better year for food retailers
                                            • Low growth forecast
                                            • Spending and Inflation

                                              • Italian economy remains weak
                                                • Consumer spending growth picks up
                                                  • Figure 9: Italy: Consumer spending on food, drink and tobacco (incl. VAT), 2011-16
                                                • Inflation
                                                  • Figure 10: Italy: Consumer prices of food and drink, Annual % change, 2011-15
                                                  • Figure 11: Italy: Consumer prices of food and drink, annual % change, January 2015-October 2016
                                                • Channels of distribution
                                                  • Figure 12: Italy: Estimated distribution of spending on food and beverages, 2015
                                                  • Figure 13: Italy: Estimated distribution of spending on food and beverages, 2011-15
                                              • Sector Size and Forecast

                                                • 2015 was a better year for food retailers
                                                  • Figure 14: Italy: Food retailers’ sales (excl. VAT), 2011-16
                                                  • Figure 15: Italy: Food retailers’ sales forecast (excl. VAT), 2016-21
                                              • Leading Players – What You Need To Know

                                                • Coop Italia sales stabilise
                                                  • Aldi to launch in 2017
                                                    • Outlet numbers continue to decline
                                                      • Coop loses its market leading position
                                                        • Online remains small
                                                        • Leading Players

                                                          • Conad takes number one position
                                                            • Coop Italia sales stabilise
                                                              • Esselunga focusing on price
                                                                • Aldi to launch in 2017
                                                                  • Figure 16: Italy: Leading grocers, by sales (excl. VAT), 2013-15
                                                                • Outlet numbers continue to decline
                                                                  • Figure 17: Italy: Leading grocers, Outlet numbers, 2013-15
                                                                  • Figure 18: Italy: Leading grocers, Sales per outlet, 2013-15
                                                              • Market Shares

                                                                  • Figure 19: Italy: Leading grocers’ shares of all food retailers’ sales, 2013-15
                                                              • Online

                                                                • Online sales in Italy
                                                                  • Shopping online for food
                                                                    • Figure 20: Italy: Percentage of all individuals purchasing online in the past 12 months, 2011-15
                                                                    • Figure 21: Italy: Online purchasing in the past 12 months, European comparisons, 2015
                                                                  • Leading online players
                                                                  • The Consumer – What You Need To Know

                                                                    • More consumers taking responsibility for grocery shopping
                                                                      • Italians are regular shoppers
                                                                        • Coop Italia still the most popular primary shopping destination
                                                                          • Price and convenience the main reasons for shopping
                                                                          • Who Shops for Groceries

                                                                            • Taking on more responsibility
                                                                              • Italians share responsibility more than their European peers
                                                                                • Figure 22: Italy: Who is responsible for grocery shopping, September 2015/September 2016
                                                                              • 25-34 year-olds take greater responsibility
                                                                                • Figure 23: Italy: Who is responsible for grocery shopping, by age, September 2015/September 2016
                                                                                • Figure 24: Italy: Who is responsible for grocery shopping, by age and gender, September 2016
                                                                            • How They Shop for Groceries

                                                                              • Italians are frequent shoppers
                                                                                • Figure 25: Italy: Frequency of grocery shopping, September 2016
                                                                              • In-store versus online
                                                                                • Figure 26: Italy: In-store vs online grocery shopping, September 2016
                                                                              • Effort saving benefits of online shopping
                                                                                • Figure 27: Italy: Reasons for shopping for groceries online, Q1 2016
                                                                              • Italians prefer to stick to what they know
                                                                                • Figure 28: Italy: Reasons for not shopping for groceries online, Q1 2016
                                                                              • Online services struggling to convince shoppers
                                                                                • Figure 29: Italy: Grocery purchasing services used in the past/interested in using in the future, Q1 2016
                                                                              • Bargain hunting on the rise
                                                                                • Figure 30: Italy: Grocery shopping habits, Q3 2016
                                                                            • Where They Shop for Groceries

                                                                              • Coop Italia still the most popular grocery retailer
                                                                                • Figure 31: Italy: Grocery retailer they spend the most with in a typical month, September 2016
                                                                              • Conad Group closes the gap
                                                                                • Discounters capturing primary shoppers
                                                                                  • Figure 32: Italy: Grocery retailer they spend the most with in a typical month, September 2015/ September 2016
                                                                                • Conad attracts the oldest shoppers
                                                                                  • Figure 33: Italy: Grocery retailer they spend the most with in a typical month, by average age and income, September 2016
                                                                              • Reasons for Shopping at Most-Used Retailer

                                                                                  • Price and convenience the main draws
                                                                                    • Figure 34: Italy: Reasons for shopping at the retailer they spend the most with in a typical month, September 2016
                                                                                  • Priorities driven by necessity
                                                                                    • Figure 35: Italy: Primary reason for shopping at grocery retailers, by average age and income, September 2016
                                                                                  • Coop Italia shoppers favour range and reliability
                                                                                    • Figure 36: Italy: Reasons for shopping at Coop Italia, net any rank percentage point difference from the overall average, September 2016
                                                                                  • Conad shoppers want promotions and convenience
                                                                                    • Figure 37: Italy: Reasons for shopping at Conad, net any rank percentage point difference from the overall average, September 2016
                                                                                  • Eurospin is all about the money
                                                                                    • Figure 38: Italy: Reasons for shopping at Eurospin, net any rank percentage point difference from the overall average, September 2016
                                                                                  • Lidl has a broader appeal
                                                                                    • Figure 39: Italy: Reasons for shopping at Lidl, net any rank percentage point difference from the overall average, September 2016
                                                                                  • Carrefour offers a fast and friendly shopping experience
                                                                                    • Figure 40: Italy: Reasons for shopping at Carrefour, net any rank percentage point difference from the overall average, September 2016
                                                                                • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                  • Abbreviations
                                                                                    • Data sources
                                                                                    • Auchan

                                                                                        • What we think
                                                                                          • Making the best of its store portfolio
                                                                                            • Potential in Central and Eastern Europe despite headwinds
                                                                                              • Where now?
                                                                                                • Company background
                                                                                                  • Company performance
                                                                                                      • Figure 41: Auchan: Group financial performance, 2011-15
                                                                                                      • Figure 42: Auchan: Outlet data (Europe only), 2011-15
                                                                                                    • Retail offering
                                                                                                    • Carrefour

                                                                                                        • What we think
                                                                                                          • Hypermarkets the ongoing weak spot
                                                                                                            • Online growing in importance
                                                                                                              • Looking beyond Drive for online grocery
                                                                                                                • Company background
                                                                                                                  • Company performance
                                                                                                                      • Figure 43: Carrefour: Group financial performance, 2011-15
                                                                                                                      • Figure 44: Carrefour: Outlet data, 2011-15
                                                                                                                      • Figure 45: Carrefour (Europe): Outlet numbers 2013-15
                                                                                                                      • Figure 46: Carrefour: Store numbers by country, December 2015
                                                                                                                      • Figure 47: Carrefour: European hypermarket numbers (directly operated stores only), 2015
                                                                                                                      • Figure 48: Carrefour: European supermarket numbers (directly operated stores only), 2015
                                                                                                                      • Figure 49: Carrefour: European c-store numbers (directly operated stores only), 2015
                                                                                                                    • Retail offering
                                                                                                                    • Rewe

                                                                                                                        • What we think
                                                                                                                          • Click-and-collect
                                                                                                                            • Accelerated roll-out of self-checkout technology
                                                                                                                              • Fierce competition drives development of group-wide store brand
                                                                                                                                • Meeting time-strapped consumers’ needs for convenient meal solutions
                                                                                                                                  • Expansion of smaller convenience food store format
                                                                                                                                    • Discount supermarket USP in Italy and Romania
                                                                                                                                      • Getting in on the Kaiser’s Tengelmann deal
                                                                                                                                        • Company background
                                                                                                                                          • Company performance
                                                                                                                                            • Figure 50: Rewe: Group sales performance, 2011-15
                                                                                                                                            • Figure 51: Rewe: Outlet data and estimated sales per outlet, 2011-15
                                                                                                                                            • Figure 52: Rewe: Full-range stores and discount stores by country, 2015
                                                                                                                                          • Retail offering
                                                                                                                                          • Schwarz Group (Lidl, Kaufland)

                                                                                                                                              • What we think
                                                                                                                                                • Chasing Aldi in key markets
                                                                                                                                                  • Changing strategy in France
                                                                                                                                                    • Plans to break America
                                                                                                                                                      • Tentative moves online
                                                                                                                                                        • The Lidl shopper
                                                                                                                                                          • Company background
                                                                                                                                                            • Company performance
                                                                                                                                                              • Figure 53: Schwarz Group: Group sales performance, 2011/12-2015/16
                                                                                                                                                              • Figure 54: Schwarz Group: Outlet data, 2011/12-2015/16
                                                                                                                                                            • Retail offering

                                                                                                                                                            Supermarkets - Italy - November 2016

                                                                                                                                                            US $1,321.06 (Excl.Tax)