Italians are increasingly shunning hypermarkets, preferring the simplicity of neighbourhood stores and superstores, an industry study has found.
An Ipsos survey for the Italian Brands Association (Centromarca) has revealed a lessening appeal among consumers for hypermarkets. The popularity of discounters is also waning, the same study found – despite the savings offered.
The perfect format in the eyes of consumers, the study found is the so-called superstore (medium to large supermarkets) with clear signage, accessible lanes. Specialist stores are also seen as a good option, thanks to their themed offer, as are supermarkets and neighbourhood stores because they combine purchasing speed and small size.
The ‘perfect shop’, according to the study, is one where consumers can easily find products, with wide aisles, offering an easy and intuitive shopping experience.
The Ipsos survey also showed that the average hypermarket in Italy contains 12,000 references compared to 9,000 in 1999.
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. To subscribe to ESM: The European Supermarket Magazine, click here.
