Consumption: more fruit, vegetables and meat in the cart of Italians (but less fish)

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More health in the trolley of Italians despite the price increases: compared to a year ago, among the supermarket shelves they declare that they buy much more fruit, fresh vegetables and meat, less spirits, wine and, in the case of families with children, even less fresh fish . On the other hand, fresh gastronomy is a department that Millennials claim to frequent more than 12 months ago, unlike families with children. According to what the social research and marketing institute Eumetra highlights, “rationalization” is the leitmotiv of Italian spending and, in particular, between the two most relevant segments for the future of the country: Millennials (54%) and families with children (61%) see their cart more empty today than a year ago.

«Inflation, energy costs and uncertain international economic scenarios», comments Matteo Lucchi, CEO of Eumetra, «have changed the spending habits of Italians who are concerned above all by the increase in household expenses, by the medical visits that have been postponed and from job loss. This scenario leads around 40% of young people and families with children to buy promotional or less expensive brands at the supermarket. Families with children in particular (4 out of 10) have perceived a price increase of over 20%».

37% of families with children and 35% of Millennials surveyed say they buy more private label products than a year ago, to the detriment of branded products that today 10% of families with children no longer buy . The distributor’s brand is considered more convenient by families with children, both because it costs less, but also and above all because it is considered capable of replacing the products of better known brands. Over 60% of Millennials and 65% of families with children then habitually inquire about the promotions of a store through the paper flyer that they find directly at the supermarket. The Eumetra research on the world of large-scale distribution therefore shows that even home flyers maintain their strength (used by 49% of Millennials and 58% of families with children). Not only that: the flyer leads the consumer directly to purchase: 30% of Millennials and families with children today declare that they buy a product because they saw it on the promotional flyer.