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One Third Of Italians Buy Fresh Produce From Traditional Channels, Study Finds

Published on Oct 24 2017 3:07 PM in Fresh Produce tagged: Italy / fresh produce / Italian retail

One Third Of Italians Buy Fresh Produce From Traditional Channels, Study Finds

Around 35% of fresh-produce purchases in Italy are still made from specialist stores and stallholders – a figure that rises to 51% in the south of the country, according to research from Bain & Company.

Supermarket chains have not yet been able to capture this €16 billion-valued business, as butchers, grocers, fishmongers, bakeries and street markets remain the preferred shopping channel for many consumers.

Almost three quarters (70%) of respondents said that quality and freshness were the key factors when deciding where to shop for their produce.

Speaking to Italy's La Repubblica, Andrea Petronio, a partner of Bain & Company Italy, pointed out that specialists can offer quality, variety and the ability to meet the growing needs of consumers, with a solid, innovative, dedicated and specialised organisation.

Success Factors

In its research, Bain identified five key factors that have contributed to the success of the specialist retail channel in terms of fresh produce. This includes store layout and differentiating products, such as locally sourced, seasonal and organic items. Also important are value-added fresh products and ready-made options, including salads and smoothies.

Finally, personal service and a short supply chain are seen as advantages in small/specialist stores.

© 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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