Private Label

Tuscany Named Cheapest Region in Italy For Groceries

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Tuscany is the cheapest region in Italy for supermarket shopping, while Valle d’Aosta is the most expensive, according to the annual survey of Italian consumers association Altroconsumo.

According to the survey, which analysed 885 sales points in 68 Italian cities and prices for 105 product categories, consumption in 2015 increased by 0.28% y/y, while prices remain stable.

Consumers are increasingly paying attention to prices, flyers and promotions, in order to save as much as possible.

In Tuscany, consumers who buy branded products will pay €6,039/year, compared to €6,636 in the Valle d’Aosta. Other cheap regions include Veneto, Piedmont, Puglia, Umbria and Liguria. Prices are high in large regions such as Lazio, Sicily, Sardinia and Emilia Romagna, but also in Marche, Molise, Basilicata and Abruzzo. As a general rule, the South, where there is less competition, is more expensive.

Most Italian families buy branded food, detergents and household products, spending €6,350/year. In this case, the most convenient places to shop are hypermarket chains Emisfero (present mostly in the northeast), Galassi and Familia Superstore.

Just by switching from the most expensive to the cheapest chain in the same city, consumers can save an average of €590/year, while in cities where competition is high (such as Pordenone, Turin, Cuneo and Naples) this figure can reach €1.100.

By opting for private label products, savings can reach up to 30%, or €1.800/year. In this case the most convenient format is the hypermarket, whose products cost up to 43% less than the same branded products. However, not all banners produce all products so it is difficult in reality to purchase exclusively private label.

For those seeking the lowest prices, regardless of brand, the best choice are hard discounters. Eurospin is the cheapest, followed by LD Market, D-Più Discount, Penny Market, Lidl, Md Discount, In's Mercato and Prix Quality. On the other hand, Crai is the most expensive, by 74%.

© 2015 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. To subscribe to ESM: The European Supermarket Magazine, click here.

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