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Italy Supermarkets Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Supermarkets - Italy market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

This report covers the grocery sector in Italy, with a focus on supermarket, hypermarket and convenience store operators. The report does not cover the smaller food retailers, such as specialists (bakers, butchers etc), markets, CTNs or wholesalers, in detail, nor does it cover food sold via nonfood retailers, such as department stores.

The report combines analysis of the market in Italy, including market sizes and forecasts for consumer spending on grocery items and food retailers’ sales, along with our in-depth consumer data which analyses shoppers’ behaviours in Italy. We also include a number of relevant company profiles.

For our consumer research this year we asked questions on the following topics:

  • Who shops for groceries
  • Shopping for groceries in-store vs online
  • Grocery retailers used
  • A series of attitudinal statements relating to shopping for groceries.

Consumer spending: The total amount spent by Italian households (including sales tax) on food, drink and tobacco. This is for retail purchases only, and excludes foodservice spending, such as through bars, hotels and restaurants. Tobacco is the exception to this rule.

Retail sales: Total sales of all types of goods and services (excluding sales tax) by grocery retailers. It includes online sales of these retailers where the majority of sales are in bricks and mortar outlets.

Expert analysis from a specialist in the field

Written by Samantha Dover, a leading analyst in the Retail sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Although consumer spending and retail sales growth appears to have slowed in 2018, the leading grocery retailers in Italy have continued to perform well. As a result, there is ongoing consolidation in what has traditionally been a highly fragmented market. Once reluctant to embrace the online channel, most of the leading players have now recognised the need to offer an e-commerce service and are experimenting with different ways to create a compelling multichannel experience. This will only make the leading players more dominant in the Italian grocery market. Samantha Dover
Retail Analyst

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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 percentage change in consumer spending on food and beverages, 2013-17
            • Sector size and forecast
              • Figure 2: Italy: food retailers, sales (ex VAT), 2013-22
            • Channels of distribution
              • Figure 3: Italy: estimated distribution of spending on food and beverages, 2017
            • Companies and brands
              • Market shares
                • Figure 4: Italy: top 10 grocers’ shares of all food retailers’ sales, 2017
              • Leading players
                • Online
                  • Figure 5: Italy: online purchasing, 2008-17
                • The consumer
                  • Who shops for groceries
                    • How they shop
                      • Figure 6: Italy: how they shop for groceries, September 2018
                    • Where they shop
                      • Figure 7: Italy: where they shop for groceries, September 2018
                    • Attitudes to shopping for groceries
                      • Figure 8: Italy: attitudes to buying groceries, September 2018
                    • What we think
                    • Issues and Insights

                      • The rise of the discounters
                        • The facts
                          • The implications
                            • The opportunity that lies in food waste reduction
                              • The facts
                                • The implications
                                • The Market – What You Need to Know

                                  • Spending falling in real terms
                                    • Growth in the sector held back by smaller players
                                      • Grocers remain dominant
                                      • Consumer Spending

                                        • Consumer spending growth slows
                                            • Figure 9: Italy: consumer spending on food, drink and tobacco (inc VAT), 2013-18
                                        • Sector Size and Forecast

                                          • Sector expected to grow just 0.3% in 2018
                                            • Figure 10: Italy: food retailers, sales (ex VAT), 2013-18
                                          • Growth forecast to accelerate in 2019
                                            • Figure 11: Italy: food retailers, forecast sales (ex VAT), 2018-23
                                        • Inflation

                                            • Figure 12: Italy: consumer prices* of food and drink, annual % change, 2013-17
                                            • Figure 13: Italy: consumer prices* of food and drink, annual % change, January 2017-October 2018
                                        • Channels of Distribution

                                          • Non-specialists gaining market share
                                            • Figure 14: Italy: estimated distribution of spending on food and beverages, 2017
                                            • Figure 15: Italy: estimated distribution of spending on food and beverages, 2013-17
                                        • Leading Players – What You Need to Know

                                          • A new leading player in the Italian grocery sector
                                            • Discounters increase market share
                                              • Online spending expected to reach €626 million
                                              • Leading Players

                                                • Conad replaces Coop Italia as the leading player
                                                  • Figure 16: Italy: leading grocers, sales (ex VAT), 2015-17
                                                • Discounters continue to expand
                                                  • Figure 17: Italy: leading grocers, outlets, 2015-17
                                                • Sales per outlet
                                                  • Figure 18: Italy: leading grocers, sales per outlet (ex VAT), 2015-17
                                              • Market Shares

                                                • Consolidation in the grocery sector
                                                    • Figure 19: Italy: leading grocers shares of all food retailers sales, 2015-17
                                                • Online

                                                  • Online activity
                                                    • Figure 20: Italy: online purchasing, 2008-17
                                                  • Online grocery market size
                                                    • Leading online players
                                                    • The Consumer – What You Need to Know

                                                      • Grocery shopping habits vary by age
                                                        • Online remains small
                                                          • Coop Italia, Conad and Lidl most used
                                                            • Reiterating the importance of sustainability and fresh produce
                                                            • Who Shops for Groceries

                                                              • More than half take responsibility for grocery shopping
                                                                • Figure 21: Italy: who shops for groceries, September 2018
                                                            • How They Shop for Groceries

                                                              • Most still shop in-store, but online usage growing
                                                                • Figure 22: Italy: how they shop for groceries, September 2018
                                                            • Where They Shop for Groceries

                                                              • Coop Italia is the most-used grocery retailer
                                                                • Figure 23: Italy: where they shop for groceries, net of responses, September 2018
                                                              • Lidl is a popular secondary retailer
                                                                • Figure 24: Italy: where they shop for groceries, September 2018
                                                              • Leading players attract older, more affluent customer base
                                                                • Figure 25: Italy: where they shop for groceries, net of responses, by age and income, September 2018
                                                              • Most people shop with multiple retailers
                                                                • Figure 26: Italy: repertoire of grocery retailers used, September 2018
                                                              • Coop shoppers show an appetite for purchasing online
                                                                • Figure 27: Italy: how they shop for groceries by grocery retailers where the most money is spent, September 2018
                                                            • Attitudes to Grocery Shopping

                                                                • Fresh produce is a key driver in where people choose to shop
                                                                  • Figure 28: Italy: attitudes to fresh foods, September 2018
                                                                • Most think food waste is a problem
                                                                  • Figure 29: Italy: attitudes to food waste, September 2018
                                                                • Concerns over plastic packaging are notable
                                                                    • Figure 30: Italy: attitudes to food packaging, September 2018
                                                                • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                  • Abbreviations
                                                                    • Data sources
                                                                    • Aldi

                                                                        • What we think
                                                                          • Encouraging ‘one-stop shopping’
                                                                            • Launching in Italy
                                                                              • Growing harmonisation
                                                                                • Company background
                                                                                  • Company performance
                                                                                    • Figure 31: Aldi: estimated group financial performance, 2013-17
                                                                                    • Figure 32: Aldi: outlet data, 2013-17
                                                                                  • Retail offering
                                                                                  • Auchan

                                                                                      • What we think
                                                                                        • Growing focus on proximity
                                                                                          • Single brand transformation continues
                                                                                            • Horizon alliance offers opportunity to boost buying power
                                                                                              • Recovering lost ground on digital
                                                                                                • Company background
                                                                                                  • Company performance
                                                                                                    • Figure 33: Auchan: group financial performance, 2013-17
                                                                                                    • Figure 34: Auchan: outlet data, 2013-17
                                                                                                  • Retail offering
                                                                                                  • Carrefour

                                                                                                      • What we think
                                                                                                        • The Bompard era and Carrefour 2022 transformation plan
                                                                                                          • New blood
                                                                                                            • The hypermarket format
                                                                                                              • Remodellings and transformations in all countries
                                                                                                                • Partnerships
                                                                                                                  • Online
                                                                                                                    • Specialist e-commerce sites
                                                                                                                      • Organics
                                                                                                                        • Company background
                                                                                                                          • Company performance
                                                                                                                            • Figure 35: Carrefour: group financial performance, 2013-17
                                                                                                                            • Figure 36: Carrefour: outlet data, 2013-17
                                                                                                                            • Figure 37: Carrefour: store numbers by country, December 2017
                                                                                                                            • Figure 38: Carrefour (Europe): outlet numbers by format, 2013-17
                                                                                                                          • Retail offering
                                                                                                                          • Rewe

                                                                                                                              • What we think
                                                                                                                                • More prominence for German goods and animal welfare
                                                                                                                                  • Continued focus on sustainability
                                                                                                                                    • EU directive threatens structure of Rewe and similar businesses
                                                                                                                                      • Company background
                                                                                                                                        • Company performance
                                                                                                                                            • Figure 39: Rewe: group financial performance, 2013-17
                                                                                                                                            • Figure 40: Rewe: outlet data, 2013-17
                                                                                                                                          • Retail offering
                                                                                                                                          • Schwarz Group

                                                                                                                                              • What we think
                                                                                                                                                • Tight controls the key
                                                                                                                                                  • Problems in fresh foods
                                                                                                                                                    • Lessons from the UK
                                                                                                                                                      • Online
                                                                                                                                                        • Where next?
                                                                                                                                                          • Company background
                                                                                                                                                            • Company performance
                                                                                                                                                                • Figure 41: Schwarz Group: group financial performance, 2013/14-2017/18
                                                                                                                                                                • Figure 42: Schwarz Group: outlet data, 2013/14-2017/18
                                                                                                                                                              • Retail offering