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Supermarkets - Italy - November 2017

“The Italian economy is showing signs of recovery and this is reflected in the improved performances reported by many of the top grocery retailers. The major players in the sector have also been increasing investment in improving their offer, both in-store and online. However, Italian consumers are still very price-conscious and we expect them to remain so for the foreseeable future.”
– Michael Oliver, Senior Retail Analyst

This Report looks at the following areas:

  • Who shops for groceries
  • Shopping for groceries in-store vs online
  • Grocery retailers used 
  • Factors that could be improved at grocery retailers

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Table of contents

  1. Overview

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

          • The market
            • Spending and inflation
              • Figure 97: Italy: consumer spending on food, drink and tobacco (incl. VAT), annual growth, 2012-17
              • Figure 98: Italy: consumer prices* of food and drink, annual % change, January 2016-October 2017
            • Channels of distribution
              • Figure 99: Italy: estimated distribution of spending on food and beverages, 2016
            • Sector size and forecast
              • Figure 100: Italy: food retailers’ sales* versus all retailers’ sales* (excl. fuel), 2012-17
            • Leading players
              • Key metrics
                • Market shares
                  • Figure 101: Italy: leading grocers’ shares of all food retailers sales, 2016
                • Online
                  • Figure 102: Italy: oNLINE PURCHASING IN THE PAST 12 MONTHS, EUROPEAN COMPARISONS, 2016
                • The consumer
                  • Who shops for groceries
                    • Figure 103: Italy: who shops for groceries, by gender, September 2017
                  • How they shop for groceries
                    • Figure 104: Italy: how they shop for groceries, September 2017
                  • Where they shop for groceries
                    • Figure 105: Italy: grocery retailers where the most money is spent, September 2017
                  • Factors to improve at grocery retailers
                    • Figure 106: Italy: factors to improve at grocery retailers, September 2017
                  • What we think
                  • Issues and Insights

                    • Is there room for another major discounter in Italy?
                      • The facts
                        • The implications
                          • Is it finally the time for online grocery to take off in Italy?
                            • The facts
                              • The implications
                              • The Market – What You Need to Know

                                • Consumer spending drives GDP increase
                                  • Inflation almost negligible
                                    • Grocers take three-quarters of spending on food drink
                                      • Good growth in 2016 but not as high as the previous year
                                        • A return to slightly stronger growth is predicted
                                        • Spending and Inflation

                                          • Italian economy is still weak
                                            • Consumer spending drives GDP increases
                                              • Figure 107: Italy: consumer spending on food, drink and tobacco (incl. VAT), 2012-17
                                            • Inflation
                                              • Figure 108: Italy: consumer prices * of food and drink, annual % change, 2012-16
                                              • Figure 109: Italy: consumer prices* of food and drink, annual % change, January 2016-October 2017
                                          • Channels of Distribution

                                              • Figure 110: Italy: estimated distribution of spending on food and beverages, 2016
                                              • Figure 111: Italy: estimated distribution of spending on food and beverages, 2012-16
                                          • Sector Size and Forecast

                                            • 2016 growth good but not as high as the previous year
                                              • Figure 112: Italy: food retailers, sales (excl. VAT), 2012-17
                                              • Figure 113: Forecast food retailers, forecast sales (excl. VAT), 2017-22
                                          • Leading Players – What You Need to Know

                                            • Coop Italia maintains sales growth momentum
                                              • Rivals enhance own brand and seek to develop improved online offers
                                                • Coop Italia retains market leadership
                                                  • Online in Italy: Small and underdeveloped but bubbling under
                                                  • Leading Players

                                                      • Coop Italia reasserts its position
                                                        • Conad invests for growth
                                                          • Selex growth outstrips its main rivals
                                                            • Esselunga spreads its wings
                                                              • Gruppo VéGé leaps ahead
                                                                • Aldi still to open first store
                                                                  • Figure 114: Italy: leading grocers, sales (excl. VAT), 2014-16
                                                                • Carrefour only major operator to shrink store estate
                                                                  • Figure 115: Italy: leading grocers, outlets, 2014-16
                                                                  • Figure 116: Italy: leading grocers, Sales per outlet, 2014-16
                                                              • Market Shares

                                                                  • Figure 117: Italy: leading grocers’ shares of all food retailers sales, 2014-16
                                                              • Online

                                                                • The online sector as a whole
                                                                  • Online market size for food
                                                                    • Shopping online for food
                                                                      • Figure 118: Italy: percentage of all individuals purchasing online in the past 12 months, 2012-16
                                                                      • Figure 119: Italy: oNLINE PURCHASING IN THE PAST 12 MONTHS, EUROPEAN COMPARISONS, 2016
                                                                    • Leading online players
                                                                      • Organisation structure can be a barrier to e-commerce delivery
                                                                        • Conad unconvinced about online grocery
                                                                          • Amazon trying to secure a slice of online grocery business
                                                                          • The Consumer – What You Need to Know

                                                                            • Responsibility falls on female consumers
                                                                              • Consumers still reluctant to embrace online
                                                                                • Coop Italia still the most popular primary shopping destination
                                                                                  • Consumers want to see fresh food improvements
                                                                                  • Who Shops for Groceries

                                                                                    • More than half responsible for grocery shopping
                                                                                      • Figure 120: Italy: who shops for groceries, September 2017
                                                                                    • Gender divide remains
                                                                                      • Figure 121: Italy: who shops for groceries, by gender, September 2017
                                                                                  • How They Shop for Groceries

                                                                                    • Most still shop in-store
                                                                                      • Figure 122: Italy: how they shop for groceries, September 2017
                                                                                    • 35-44s drive online purchasing
                                                                                      • Figure 123: Italy: how they shop for groceries, by age, September 2017
                                                                                    • Grocery shopping habits – Consumers are looking for a bargain
                                                                                      • Figure 124: Italy: grocery shopping habits, Q4 2017
                                                                                  • Where They Shop for Groceries

                                                                                    • More people spend most with the Coop
                                                                                      • Figure 125: Italy: grocery retailers where the most money is spent, September 2017
                                                                                    • A&O attracts a young shopper
                                                                                      • Figure 126: Italy: grocery retailer they spend the most with, by average age and income, September 2017
                                                                                    • Lidl also a popular choice
                                                                                      • Figure 127: Italy: grocery retailers used for top up shopping, September 2017
                                                                                    • Half of consumers are loyal to one retailer
                                                                                      • Figure 128: Italy: repertoire of grocery retailers used for top up shopping in a typical month, September 2017
                                                                                    • Esselunga’s online offer stands out
                                                                                      • Figure 129: Italy: how they shop for groceries, by main retailer used, September 2017
                                                                                  • Factors to Improve at Grocery Retailers

                                                                                      • Most want better quality fresh food
                                                                                        • Figure 130: Italy: factors to improve at grocery retailers, September 2017
                                                                                      • Provenance is also important
                                                                                        • Figure 131: Italy: factors to improve at grocery retailers, by rank, September 2017
                                                                                      • Lidl shoppers want a loyalty scheme
                                                                                        • Figure 132: Italy: factors to improve at grocery retailers, by main retailer, September 2017
                                                                                    • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                      • Abbreviations
                                                                                        • Data sources
                                                                                          • INSTITUTO CENTRALE DI STATISTICA (ISTAT) – Rome
                                                                                            • EUROSTAT – Luxembourg
                                                                                              • PIANETA DISTRIBUZIONI, a report produce by Largo Consumo
                                                                                              • Auchan

                                                                                                  • What we think
                                                                                                    • Single brand simplifies relationship with customers
                                                                                                      • Selling off non-core businesses
                                                                                                        • Stronger buying links with Système U but closer relationship ruled out
                                                                                                          • An expanding presence in Eastern Europe
                                                                                                            • What next?
                                                                                                              • Company background
                                                                                                                • Company performance
                                                                                                                    • Figure 277: Auchan: group financial performance, 2012-16
                                                                                                                    • Figure 278: Auchan: outlet data, 2012-16
                                                                                                                  • Retail offering
                                                                                                                  • Carrefour

                                                                                                                      • What we think
                                                                                                                        • A new boss, a new plan
                                                                                                                          • Core strength in food growing strongly
                                                                                                                            • Expanding convenience formats
                                                                                                                              • Online evolving
                                                                                                                                • Company background
                                                                                                                                  • Company performance
                                                                                                                                    • Group
                                                                                                                                      • France
                                                                                                                                        • Rest of Europe
                                                                                                                                          • Figure 279: Carrefour: group financial performance, 2012-16
                                                                                                                                          • Figure 280: Carrefour: outlet data, 2012-16
                                                                                                                                          • Figure 281: Carrefour (Europe): outlet numbers, 2013-16
                                                                                                                                          • Figure 282: Carrefour: store numbers by country, 2015-16 (at December)
                                                                                                                                          • Figure 283: Carrefour: European hypermarket numbers (directly operated stores only), 2016
                                                                                                                                          • Figure 284: Carrefour: European supermarket numbers (directly operated stores only, 2016
                                                                                                                                          • Figure 285: Carrefour: European c-store numbers (directly operated stores only), 2016
                                                                                                                                        • Retail offering
                                                                                                                                        • Rewe

                                                                                                                                            • What we think
                                                                                                                                              • Clearer strategy emerges for international operations
                                                                                                                                                • Exploiting convenience
                                                                                                                                                  • Going local
                                                                                                                                                    • The natural way
                                                                                                                                                      • Online plans
                                                                                                                                                        • What next?
                                                                                                                                                          • Company background
                                                                                                                                                            • Company performance
                                                                                                                                                                • Figure 315: Rewe: group* financial performance, 2012-16
                                                                                                                                                                • Figure 316: Rewe: outlet data, 2012-16
                                                                                                                                                              • Retail offering
                                                                                                                                                              • Schwarz Group (Lidl)

                                                                                                                                                                  • What we think
                                                                                                                                                                    • Lidl lands in the US
                                                                                                                                                                      • Further expansion
                                                                                                                                                                        • Lidl goes on the attack in Germany
                                                                                                                                                                          • Further gains in the UK
                                                                                                                                                                            • Embracing technology
                                                                                                                                                                              • Lidl bets big on clothing
                                                                                                                                                                                • Figure 319: Esmara by Heidi Klum at Lidl UK, September 2017
                                                                                                                                                                              • Online operations at early stages of development
                                                                                                                                                                                • Company background
                                                                                                                                                                                  • Company performance
                                                                                                                                                                                    • Figure 320: Schwarz Group: group sales performance, 2012/13-2016/17
                                                                                                                                                                                    • Figure 321: Schwarz Group: outlet data, 2012/13-2016/17
                                                                                                                                                                                  • Retail offering

                                                                                                                                                                                  Supermarkets - Italy - November 2017

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