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Retail

Esselunga, Aldi Score Highly For Consumer Satisfaction In Italy

Retailers Esselunga and Aldi are among the retailers scoring highest for consumer satisfaction in Italy, a survey has found.

The survey, by Italian consumer association Altroconsumo, polled more than 9,700 people in June 2021.

Esselunga, which recently opened its first store in Vicenza, scored highest for customer satisfaction in the hypermarket/supermarket segment, ahead of Ipercoop and Coop and Coop, while Aldi, Eurospin, and iN's Mercato shared first place in the discounter segment.

Ipercoop achieved the highest score in terms of product range and for private label products, while Esselunga was the preferred choice for the quality of products.

In terms of regional and local chains, Rome’s Pewex and Venice’s Cadoro were recognised by the survey, was was Tosano, which is mostly present in Northern Italy.

Customer Expectations

In terms of the main expectations Italian consumers have of the retail sector, most expect supermarkets to be clean, without too many queues at the checkout, with quality private label products and the possibility of being able to buy everything in the same store.

Of those polled, 63% visit supermarkets once or twice a week, while 22% visit stores more often than that.

Three quarters (76%) of respondents have never purchased from an online supermarket, although the propensity of those using e-commerce channels has increased from prior to the COVID-19 pandemic.

For 35% of respondents, the choice of supermarket is motivated by practical reasons, such as proximity to home or work, while for 21%, economic reasons play a key role. Some 81% of Italians go to the supermarket by car and 14% by foot.

Average Monthly Spend

The average monthly amount spent in Italian supermarkets is €209, with half paying with debit card, 33% with credit card and 9% in cash, the survey found.

Along with the price factor, satisfaction with fresh produce and private label products is also very important for Italian consumers when choosing their supermarket.

Among the most purchased items are dairy products (with 77% of consumers shopping the category), fruits and vegetables (70%), household cleaning items (66%), personal care products (61%) and meat (55%).

Read More: Esselunga, Lidl and Conad Stand Out In Italian Market Survey

© 2022 European Supermarket Magazine. Article by Branislav Pekic. For more Retail news, click here. Click subscribe to sign up to ESM: European Supermarket Magazine.

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