Foreigners in Italy spend more at the supermarket despite fewer annual visits
According to the YouGov study, the average receipt is higher and the annual expenditure exceeds that of Italian families
Quick Look
Foreigners resident in Italy shop 200 times a year, less than Italians, but with an average receipt of 23.05 euros, leading to an annual expenditure of 4,600 euros on consumer goods, 2% more than Italian families, according to the YouGov study 'Foreigners in Italy'.
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Why It Matters
The study 'Foreigners in Italy' by YouGov analyzes the purchasing behavior of foreign families residing in Italy in the consumer goods sector.
Foreign shoppers go shopping less often than Italians (200 times) during the year but their higher average receipt (23.05 euros) is reflected in a higher annual expenditure on consumer goods (4.6 thousand euros). This is what emerges from the research "Foreigners in Italy" carried out by YouGov, an organization operating in research on the world of mass consumption, which revealed the purchasing behavior of foreign families in Italy, reporting that they spend 2% more than Italians at the supermarket.
The market study records that foreigners show a strong predilection for the discount channel (which intercepts 21.1% of the total value of spending) and greater attention to promotions, which represent 29.4% of purchases. Analysts underline that in the scenario photographed "private labels are preferred to branded products, while among the categories there is a strong orientation towards drinks, weight-controlled fruit and vegetables, personal care and pet care".
The research also highlights that to orient themselves in the offer of consumer goods, the foreign target mainly uses loyalty programs (in 56% of cases), online (54%) and paper flyers (50%) and personalized offers received after previous purchases (41%). Among the results of the analysis it is certified that foreign families in Italy show a stronger orientation, compared to the total population, towards food specialties from other nations with a preference for frankfurters (with an above average purchase index of 56%) and ethnic specialties (51%). In the imposed weight fruit and vegetable sector, for exotic fruit (97%), garlic (+47%) and onions (+44%). Among the beverage categories, there is a high consumption of energy drinks (+64% compared to the national average), liqueurs (+38%), beers (+30%) and fruit juices (+22%)
Open Questions
- What is the national distribution of the foreign families interviewed?
- What is the statistical sample used in the study?
- How does this data compare to previous years?
