Not only a question of price.
Although the economic crisis has affected the purchasing power of Italians, quality remains a central consideration in their choice of food – even more so than price.
A study by the Demòpolis Institute clearly demonstrates this. Nine out of ten Italians say that they are interested in the quality of the food they consume and in the link between diet and health. This is particularly true of women and those aged over 54, which is significant because grocery shopping in Italy is done primarily by women, and because contrary to popular opinion, it is not only the younger generation that is concerned with diet.
A closer look shows that 68% of those surveyed look first at price, but almost 62% look for quality and 59% check provenance. This shows that consumers are attentive and aware, not simply throwing the first product they come across into the trolley. This awareness is probably the result of the media’s focus on food and the a growing awareness of the issue of genetically modified (GM) products, to which the majority of Italians are unfavourable , with 90% of the informed public saying that they would not buy GM products.
Consumers’ approach to the label and the information it displays is also interesting. Only 12% of those surveyed said that they do not read the label, while 19% always do and 47% often do. This suggests that a clear, informative label is important for two out of three Italians when they choose what products to buy.
As habits change and consumers become increasingly attentive and demanding, transparency and clear, precise communication are the foundations of the future of all agrifood businesses.