欧洲购物者调查：意大利（英文版）.pdf

European Shopper Survey The « Why » on main Shopper issues at a regional level ITALY 07 September 2017 Objective and methodology • The objective of this cross-country research is to provide high level information/insight across Europe, and over time, support leadership through storytelling on grocery shopping (*) • The survey is focused on 3 main areas of investigation: – Is grocery shopping turning into a multichannel path? – Is digital experience changing the way for grocery shopping? – How is food wellness in Europe? • A quantitative online survey has been undertaken in 7 European countries on a sample of 2.600 shoppers, of which 401 in Italy (*) Packaged food, fresh food, beverages, frozen food, personalbeauty care, laundryhousehold products, pet care Copyright © 2017 Information Resources, Inc. (IRI). Confidential and Proprietary. 2 Business answers of each investigated area IS GROCERY SHOPPING IS DIGITAL EXPERIENCE HOW IS FOOD WELLNESS IN TURNING INTO A CHANGING THE WAY FOR EUROPE? MULTICHANNEL PATH? GROCERY SHOPPING? • How are shoppers diversifying their • Have digital revolution solutions • Is wellness food increasing its grocery purchases among channels? changed our way of grocery relevance in families food baskets? shopping? • What are the emerging channels? • What are the main reasons to buy • Have digital solutions changed how wellness food ? • What drives a shopper to a specific shoppers channel?