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Fresh Produce

Italian Shoppers Look To Local Suppliers For Fresh Produce

By Branislav Pekic
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Italian Shoppers Look To Local Suppliers For Fresh Produce

Italian shoppers give priority to local suppliers when buying fresh produce, according to Nielsen's Global Brand-Origin Survey.

About one in two Italians (54%) say they are willing to buy fresh fruit and vegetables from a small retail store in their city, or directly from a local producer.

When it comes to dairy products, such as milk, butter, cheese and yogurt, 48% of Italian consumers still prefer local production.

The percentages go down for eggs, meat and fresh fish (44%), bakery products such as bread and cakes (37%), and chilled or frozen meat and fish (14%).

Product Preferences

When purchasing packaged products such as snacks and drinks, however, Italian consumers do not have particular preferences of origin.

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Nielsen says that fewer consumers would be more inclined to buy locally-produced chocolate (12%), sweet or savoury snacks (11%), breakfast cereals (10%), coffee or tea (11%), and sparkling non-alcoholic beverages (5%).

In the categories of child care, home care and personal care, the consumer preference is mainly for global brands, with less than 10% of shoppers opting for locally-sourced shampoo, make-up, toothpaste, deodorant and household cleaners.

According to Nielsen, the shift in preferences towards global brands depends on many factors - the lower availability of local brands in a certain category, the distorted perception of the true origin of a product, or consumers have a growing affinity with particular multinational brands.

© 2018 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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