意大利超市iNs用戶市場調(diào)研和分析報告（英文版）-2024年1月上傳培訓(xùn)課件

CONSUMERS&BRANDSGrocery

stores:

iN’s

shoppers

inItalyConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofiN’sshoppers

inItaly:who

theyare;

whatthey

like;

what

theythink;and

how

to

reach

them.

Itprovides

insightson

theirdemographics,

lifestyle,opinions,andmarketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

tobenchmark

iN’sshoppers

inItaly

(’’brand

users’’)againstItaliangrocery

store

shoppers

ingeneral(’’category

users’’),

and

theoverall

Italianonliner,labelled

as’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:?

12,000+

forcountries

with

theextended

survey(including

Italy)?

2,000+

forthebasicsurveyThereport

isupdatedquarterly

andisbased

on

dataSample:

Internet

users,

aged18–64,quotasset

ongender

and

agefrom

theConsumer

InsightsGlobal

survey,

aninternational

survey

thatcovers

more

than15,000brandsacross

56

countries.Fieldwork:?

Continuousfrom

JanuarytoDecember?

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary?

Brand

usage?

Key

insightsiN’s

ranks

outside

the

top

10

of

most

used

grocery

storesin

ItalyManagement

summary:

brandusageand

competitionTop10

most

used

grocery

stores

inItalyConadLidl51%40%38%CoopEurospinCarrefourEsselungaMD35%26%24%20%famila12%11%11%DesparPenny4Notes:"Fromwhich

ofthese

storesdo

youregularlybuy

foodand

products

foreverydayuse?";Multi

Pick;Base:n=1,015

grocery

storeshoppersConsumer

Insights

Global

as

of

August

2023Sources:iN’s

shoppers

in

ItalyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsiN’sismore

popularamong

GenerationXthanother

grocery

stores.Anhonest

and

respectable

lifeis

moreimportant

to

iN’sshoppers

thantoother

grocery

store

shoppers.Itstands

out

that74%

ofiN’sshoppersactively

try

to

eat

healthy.iN’sshoppers

access

theinternet

viaasmartwatch

more

often

thantheaverage

grocery

store

shopper.iN’sismore

popularamong

femalegrocery

store

shoppers

than

malegrocery

store

shoppers.46%

ofiN’sshoppers

arelaggardsor

inthe

latemajority

of

innovation

adoption.

Onsocial

media,

iN’sshoppers

interactMovies,

TVshows

andmusicarerelatively

prevalent

interests

ofiN’sshoppers.with

companies

less

often

thanothergrocery

store

shoppers.Arelatively

highshare

ofiN’sshoppersthink

thatcrime

isanissuethatneedsiN’shasalarger

share

ofshoppers

withamedium

household

income

than

other

Cooking

or

baking

are

relatively

popular

tobeaddressed.iN’sshoppers

remember

seeing

adsonsearch

engines

more

often

thanothergrocery

store

shoppers.grocery

stores.hobbiesamong

iN’sshoppers.iN’sshoppers

are

more

likely

to

live

insmall

towns

than

grocery

storeshoppers

ingeneral.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+iN’sis

more

popular

among

GenerationX

than

other

grocery

storesDemographic

profile:

generationsAgeof

consumersinItalyBrand

users13%25%46%16%Category

usersAllrespondents19%30%31%39%38%12%19%12%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Fromwhich

ofthese

stores

do

you

regularlybuy

foodand

products

foreverydayuse?";Multi

Pick;Base:n=69

iN’s

shoppers,

n=1,015

grocery

store

shoppers,

n=12,196

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023iN’sis

more

popular

among

female

grocery

store

shoppers

than

male

grocerystore

shoppersDemographic

profile:

genderGenderofconsumersinItalyBrand

users42%58%Category

usersAllrespondents50%50%50%50%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

food

and

products

foreverydayuse?";

Multi

Pick;

Base:

n=69

iN’s

shoppers,

n=1,015

grocery

storeshoppers,

n=12,196

all

respondentsSources:Consumer

Insights

Global

as

of

August

202339%

of

iN’s

shoppers

have

an

upper

secondary

education

with

the

permissionto

go

to

universityDemographic

profile:

educationConsumer’s

level

of

educationinItaly39%30%

30%22%20%19%17%

17%16%16%14%10%9%

9%9%6%5%5%3%

3%0%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents9Notes:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Fromwhich

ofthese

storesdo

youregularlybuyfoodand

products

foreverydayuse?";Multi

Pick;

Base:

n=69

iN’s

shoppers,

n=1,015

grocery

storeshoppers,

n=12,196

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023iN’s

has

a

larger

share

of

shoppers

with

a

medium

household

income

thanother

grocery

storesDemographic

profile:

incomeShare

ofconsumersinItaly

inthehigh,

middle,

andlowthirdsofmonthly

household

gross

incomeBrand

users32%34%33%37%31%Category

usersAllrespondents31%35%33%33%HighMiddleLow10

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

foodandproducts

foreverydayuse?";Multi

Pick;Base:n=69

iN’s

shoppers,

n=1,015

grocery

store

shoppers,

n=12,196

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

grocery

store

shoppers,

iN’s

shoppers

are

relatively

likely

tolive

in

a

couple

householdDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinItaly

live33%33%32%26%23%23%21%21%16%13%12%

12%7%5%

6%4%3%3%2%

2%Multi-1%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenTwo

or

moreOthergenerationalfamilyrelated

adults

household

typesBrand

usersCategory

usersAllrespondents11

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

foodand

products

foreverydayuse?";Multi

Pick;Base:

n=69

iN’s

shoppers,

n=1,015

grocery

store

shoppers,

n=12,196

all

respondentsConsumer

Insights

Global

as

of

August

2023iN’s

shoppers

are

more

likely

to

live

in

smalltowns

than

grocery

store

shoppersin

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinItaly32%32%31%26%26%25%25%20%20%12%11%11%11%10%7%Rural

communitySmall

townMedium-sized

townCategory

usersLarge

cityCitywithover

1million

inhabitantsBrand

usersAllrespondents12

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"From

which

ofthese

stores

do

youregularly

buy

foodand

products

foreverydayuse?";Multi

Pick;Base:n=69

iN’s

shoppers,

n=1,015

grocery

store

shoppers,

n=12,196all

respondentsConsumer

Insights

Global

as

of

August

20233%

of

iN’s

shoppers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinItalyBrand

users3%88%9%9%9%Category

usersAllrespondents5%86%5%86%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

foodand

products

foreverydayuse?";Multi

Pick;Base:

n=69

iN’s

shoppers,

n=1,015

grocery

storeshoppers,

n=12,196

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedAn

honest

and

respectable

life

ismore

important

to

iN’s

shoppers

than

to

othergrocery

store

shoppersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinItaly80%61%55%59%59%54%31%31%32%

32%38%34%29%34%32%24%20%27%26%22%19%16%

17%10%14%13%9%9%

9%4%Anhonest

andrespectable

lifeAhappyrelationshipLearningnew

thingsMaking

myown

decisionsSafety

andsecuritySocial

justiceHavingagood

timeTobesuccessfulTraditionsAdvancingmy

careerBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Fromwhich

ofthese

stores

do

you

regularlybuy

foodand

products

foreverydayuse?";Multi

Pick;Base:n=69

iN’s

shoppers,

n=1,015

grocery

storeshoppers,

n=12,196

all

respondentsConsumer

Insights

Global

as

of

August

2023Movies,

TV

shows

and

music

are

relatively

prevalent

interests

of

iN’s

shoppersConsumer

lifestyle:

main

interestsTop10

interestsofiN’sshoppersinItaly68%55%55%57%56%61%56%51%49%

50%40%43%43%42%

42%42%42%42%35%41%41%35%31%

32%32%32%

33%31%30%28%Movies,TVshows&musicFood

&diningTravelHealth

&fitnessFashion&beautyHome

&gardenHistoryScience

&technologyArts&literaturePolitics&societyandcurrentworld

eventsBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

foodand

products

foreverydayuse?";Multi

Pick;Base:n=69

iN’s

shoppers,

n=1,015

grocery

storeshoppers,n=12,196

all

respondentsConsumer

Insights

Global

as

of

August

2023Cooking

or

baking

are

relatively

popular

hobbies

among

iN’s

shoppersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofiN’sshoppersinItaly58%52%45%48%46%45%44%43%34%38%37%33%32%36%36%36%29%36%35%34%34%33%31%30%29%

29%23%

23%23%22%ReadingCooking/bakingTravelingOutdooractivitiesDIYandarts&craftsDoing

sportsandfitnessSocializingPetsTech

/computersGardeningandplantsBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

food

and

products

foreverydayuse?";Multi

Pick;

Base:

n=69

iN’s

shoppers,

n=1,015

grocery

storeshoppers,n=12,196

all

respondentsConsumer

Insights

Global

as

of

August

2023iN’s

shoppers

are

more

likely

to

go

hiking

than

other

grocery

store

shoppersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofiN’sshoppersinItaly22%20%20%17%

17%16%16%15%12%13%12%12%12%11%10%10%10%

10%9%9%8%8%8%8%5%5%

5%4%4%3%Running/JoggingFitness,aerobics,cardioHikingCyclingSoccerSwimming/DivingYoga

/PilatesDancingBasketballTableTennisBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Fromwhich

ofthese

stores

do

you

regularlybuy

foodand

products

foreverydayuse?";Multi

Pick;Base:n=36

iN’s

shoppers,

n=982

grocerystoreshoppers,

n=5,965

all

respondentsConsumer

Insights

Global

as

of

August

2023iN’s

shoppers

are

more

likely

to

follow

motorsports

than

other

grocery

storeshoppersConsumer

lifestyle:

sports

followedTop10

sports

followed

byiN’sshoppersinItaly34%32%29%19%16%15%13%10%12%13%12%12%12%11%10%11%10%10%10%9%9%9%8%7%6%

6%6%6%4%

4%SoccerMotorsportsAthletics(track&field)TennisVolleyballCyclingGymnasticsSwimming/divingBasketballBoxingBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

foodand

products

foreverydayuse?";Multi

Pick;

Base:

n=23

iN’s

shoppers,

n=813grocery

storeshoppers,

n=5,094

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes?

Attitudestowards

food?

Innovation

adoption?

Challenges

facing

thecountry?

Politics20Itstands

out

that

74%

of

iN’s

shoppers

actively

try

to

eat

healthyConsumer

attitudes:food

&nutritionAgreementwithstatements

towards

food

&nutritioninItaly74%67%

67%43%41%41%38%

38%39%

39%37%

37%25%23%

23%Iactively

trytoeathealthyIavoid

artificialflavorsandpreservativesItrytoavoidplasticpackagingwhen

buying

foodItrytoeat

lessmeatFood

mustbeconvenient

andfastBrand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

foodand

products

for

everyday

use?";Multi

Pick;

Base:

n=69

iN’s

shoppers,

n=1,015

grocery

storeshoppers,

n=2,030

allrespondentsConsumer

Insights

Global

as

of

August

202346%

of

iN’s

shoppers

are

laggards

or

in

the

late

majority

of

innovation

adoptionConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinItaly51%

51%41%28%19%19%18%17%17%13%12%7%6%1%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"From

which

ofthese

storesdo

youregularly

buy

foodand

products

foreverydayuse?";Multi

Pick;Base:

n=69

iN’s

shoppers,n=1,015

grocery

store

shoppers,

n=12,196

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

iN’s

shoppers

think

that

crime

is

an

issue

that

needs

tobe

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Italy

accordingtoiN’sshoppers67%65%

60%59%59%

59%52%57%55%54%54%53%43%49%43%48%42%41%46%46%

46%46%45%45%44%43%41%

41%37%35%EconomicsituationUnemployment

Rising

prices/inflation/CrimeHealth

andsocial

securityPovertyImmigrationEducationClimatechange

Environmentcost

of

livingBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Fromwhich

ofthese

stores

do

you

regularlybuy

foodand

products

foreverydayuse?";Multi

Pick;Base:n=69

iN’s

shoppers,

n=1,015

grocery

store

shoppers,

n=12,196

all

respondentsConsumer

Insights

Global

as

of

August

2023Many

iN’s

shoppers

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinItalyBrand

users16%32%26%26%Category

usersAllrespondents26%26%24%29%29%21%24%21%LeftCenterRightPrefer

nottoanswer24

Notes:Sources:Recode

based

on’’Manypeople

use

the

terms’left’

and

’right’when

they

want

to

describe

political

views.Where

would

youplace

yourself

ona

scale

fromleft

to

right?’’;

Single

Pick;"Fromwhich

ofthese

stores

do

youregularlybuy

food

and

products

foreverydayuse?";Multi

Pick;

Base:

n=69

iN’s

shoppers,

n=1,015

grocery

storeshoppers,

n=12,196

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints?

Internet

usagebydevice?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsiN’s

shoppers

access

the

internet

via

a

smartwatch

more

often

than

the

averagegrocery

store

shopperMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinItalyuseregularly

toaccesstheinternet97%95%

94%69%67%66%

67%65%62%54%53%49%47%

47%46%38%35%

35%33%25%

25%26%

25%

25%25%23%

23%SmartphoneLaptopSmart

TVDesktop

PCBrand

usersTabletSmartwatchGaming

console

Streaming

device

Smart

speakersCategory

usersAllrespondents26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Fromwhich

ofthese

storesdo

you

regularlybuy

food

and

products

foreverydayuse?";Multi

Pick;

Base:

n=69

iN’s

shoppers,

n=1,015grocery

storeshoppers,

n=12,196

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

iN’s

shoppers

interact

with

companies

less

often

than

othergrocery

store

shoppersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinItaly

by

type60%62%61%60%60%54%49%50%49%42%44%41%41%40%33%29%29%30%25%27%21%23%21%18%14%20%18%10%10%12%10%8%

9%9%5%5%Sentprivate

Liked

postsPostedpictures/videosCommentedon

postsFollowedpeopleSharedpostsbyother

usersLikedcompanypostsPosted

texts/statusFollowedcompaniesSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediamessagesbyotherusersupdatespassivelyBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"From

which

ofthese

storesdo

you

regularly

buy

foodand

products

foreverydayuse?";Multi

Pick;Base:

n=69

iN’s

shoppers,

n=1,015grocery

storeshoppers,

n=12,196

all

respondentsConsumer

Insights

Global

as

of

August

2023iN’s

shoppers

tend

to

read

online

news

websites

more

often

than

grocery

storeshoppers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinItaly

havebeen

using

inthepast4weeks97%89%87%67%

65%

67%65%

62%62%58%47%49%41%

41%41%29%

33%32%

29%30%

32%Daily30%29%25%23%

23%20%

18%18%

17%12%

15%12%TVDigitalvideocontentRadioOnlinenews

DigitalmusicMagazinesMovies

/cinemaOnlinemagazinesPodcastsWeeklynewspaperswebsitescontentnewspapersBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"From

which

ofthese

stores

do

youregularly

buy

food

and

products

foreverydayuse?";Multi

Pick;Base:n=69

iN’s

shoppers,

n=1,012

grocery

storeshoppers,

n=6,103

all

respondentsConsumer

Insights

Global

as

of

August

2023iN’s

shoppers

remember

seeing

ads

on

search

engines

more

often

than

othergrocery

store

shoppersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereiN’sshoppersinItaly

havecome

across

digitaladvertisinginthepast4weeks49%42%46%43%41%36%40%36%36%35%33%30%

30%28%28%23%20%18%24%22%19%22%19%17%20%15%16%20%19%16%Search

engines

Video

portalsSocial

media

Video

streaming

OnlinestoresservicesVideo

gamesWebsitesandappsof

brandsOtherappsEditorialwebsitesandappsMusicportalsBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

food

and

products

foreverydayuse?";Multi

Pick;

Base:n=69

iN’s

shoppers,

n=1,015grocery

storeshoppers,

n=12,196

all

respondentsConsumer

Insights

Global

as

of

August

2023iN’s

shoppers

remember

ads

they

got

by

mail

more

often

than

other

grocerystore

shoppersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinItalyhave

come

across

non-digital

advertisinginthepast4weeks70%65%64%46%36%45%39%25%36%33%31%31%30%30%27%21%

22%20%21%19%17%17%17%16%OnTVOnadvertising

By

mailshot

/Directly

inthestoreOntheradioInprintedmagazinesandjournalsInprinteddailynewspapersAtthemovies/cinemaspacesadvertisingmailon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

foodand

products

foreverydayuse?";Multi

Pick;

Base:

n=69

iN’s

shoppers,n=1,015

grocery

store

shopp