Abstract
Introduction
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 of this research
- 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
Research and analysis 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.
Key reasons to purchase this research
- 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
| 
View Cart
