Italians 'More Willing' To Spend On Luxury Food Products

By Branislav Pekic
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Italians 'More Willing' To Spend On Luxury Food Products

Italian consumers, particularly those aged 35-54 years, are now more willing to spend more on luxury and exclusive products, including food, a study has found.

According to the study, by Agroter, some 20 million Italians boast a family income of between €30,000 and €60,000 a year and like to treat themselves to small daily luxuries, such as sparkling wine, or aged Parmigiano Reggiano.

Among the examples of such products is Franciacorta sparkling wine: out of 15 million bottles produced every year, 12.5 million are sold in Italy. Although the selling price is about €20, the product is perceived as a gratification that every now and then is worth giving.

Speaking to daily La Repubblica, Agroter founder, Roberto Della Casa, explained that by "positioning products in the accessible luxury segment, this means they are not included in the quality-price ratio applied by the consumer for the purchase of many foods”.

However, in the fruit and vegetable segment, this element of 'accessible luxury' is still little appreciated by both producers and large retailers, with little demand among for consumers for products boasting a particular class or provenance.


The outward appearance of fruit and vegetable products is the main purchase factor for around two-thirds of consumers, the study found.

© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. Click subscribe to sign up to ESM: The European Supermarket Magazine

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