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70% of Italians Prefer Food 'Made in Italy'

By Branislav Pekic
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70% of Italians Prefer Food 'Made in Italy'

A study has revealed that seven out of 10 Italians devote much attention to reading the food label, in particular concerning provenance.

According the research, sponsored by Polli Cooking Lab, Italian origin is the determining factor when buying for 71% of consumers, while the presence of brands with guaranteed quality (67%), the absence of preservatives (66%) and the organic origin (61%) also have a lot of weight. The most carefully examined are fresh meat (85%), milk (77%) and vegetables (72%).

In regards to imported products, 77% of Italians fear of non-compliance with sanitation standards, while 69% check the label for the presence of chemical additives.

Separately, a study by Nielsen found that 74% of Italians consider as most reliable the advice of friends and acquaintances when purchasing products, while 64% trust comments posted on social networks. Product placement also plays an important role in the promotion, mentioned by 41% of those polled.

© 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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