More than one third (22.6 million) of Italians regularly buy local and/or 'zero-kilometre' products, reports La Repubblica.
According to a Censis study, in collaboration with Conad, Italians prefer increasingly distinctive, recognisable and high quality products, which symbolise 'Italianness'.
Almost half (44%) of Italian consumers affirm that the Italianness of the raw materials, the factory in which said products are developed and the brand name help to guide their purchasing decisions.
Sales of PDO and PGI products have increased in recent years, while certified Italian organic wine has recorded the strongest growth, as it embodies models and values which influence current consumption, according to the study.
By studying the sales receipts of Conad customers, data showed that in August 2018, sales of Italian DOC and DOCG organic wine increased by 27.8% in value and by 22% in volume, while sales of Italian PGI and IGT organic wine grew by 26.1% in value and 28.5% in volume.
According to the study, these numbers highlights that Italians consumers are willing to spend on more expensive products provided they reflect their values.
© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Alessandra Arosio. Click subscribe to sign up to ESM: European Supermarket Magazine.
