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Understanding Consumer Trends and Drivers of Behavior in the Italian Confectionery Market provides an overview of the market, analyzing market data, demographic consumption patterns within the category, and the key consumer trends driving consumption. The report highlights innovative new product development that effectively targets the most pertinent consumer need states, and offers strategic recommendations to capitalize on evolving consumer landscapes.

Key Findings
• Italian consumers most often look for Confectionery products that help them create personal space and time amongst their busy days, or as rewards to help them recuperate at the end of their days.
• Manufacturers need to keep delivering value to austere-minded consumers. GDP per capita in Italy will not return to 2008 levels until 2017. This drop and slow recovery in the economy means consumers have adopted austere spending habits with limited trading up, habits they are unlikely to change in the near future
• Women consume more Confectionery than men in Italy. The main difference between men and women is in the consumption of Gum: on average, women consume chewing gum 27 times more per year than men.
• Italian Confectionery consumers value unique and special experiences: the Experience Seeking and Quality Seeking trends rank fourth and fifth out of the 20 trends studied.


Understanding Consumer Trends and Drivers of Behavior in the Italian Confectionery Market identifies the key demographic groups driving consumption, and what motivates their consumption. The report uses a unique method of quantifying consumer trends to highlight the degree of influence they have on consumption within the category. The report also identifies the most important trends within the market and shows whether beliefs over what influences consumer behavior within the category are accurate.
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• Key consumer demographic groups driving consumption within the Italian Confectionery market. The figures showcase the number of times consumers of specific ages and genders consume Confectionery, as well as identifying whether these demographic groups "over" consume in the category (i.e. they account for a higher proportion of occasions than the proportion of society they represent overall)
• Market value and volumes over 2008–2018 for Italy and nine other countries to give a global context
• The degree of influence that the 20 key consumer trends identified by Canadean have on Confectionery consumption volumes, with granular analysis on the extent that degree of influences varies between gender and age group
• Insight into the implications behind the data, and analysis of how the needs of consumers will evolve in the short-to-medium term future
• Examples of international and Italy-specific product innovation targeting key consumer needs

Reasons To Buy

This report brings together consumer analysis and market data to provide actionable insight into the behavior of Italian Confectionery consumers. This is based on Canadean’s unique consumer data, developed from extensive consumption surveys and consumer group tracking, which quantifies the influence of 20 consumption motivations in the Confectionery sector. This allows product and marketing strategies to be better aligned with the leading trends in the market.

Table Of Contents

Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the Italian Confectionery Market
Table of Contents
Category classification and demographic definitions
Summary methodology
Canadean has identified nine mega-trends that drive food choice: these can be broken down into 20 sub-trends

Market context
Confectionery products are consumed in order to relax and for fun and enjoyment
The Italian Confectionery market, currently valued at EUR4.5 billion, will witness relatively higher growth in future
Chocolate constitutes more than 50% of the Italian Confectionery market in volume terms
There were 13.3 billion Confectionery occasions in Italy in 2012, with Older Consumers and Females accounting for the highest number
Subdued volume growth in Confectionery in Italy is limiting growth in value terms
Italy has the lowest per capita volume consumption among key European markets

Demographic cohort consumption patterns
Women over-consume Confectionery products in Italy
Older Consumers under-consume Confectionery products in Italy
Both men and women in Italy consume Confectionery products at a heavy frequency
Pre-Mid-Lifers have the largest proportion of heavy frequency Confectionery consumption

Consumer trend analysis
Personal Space and Time is the key motivation for choosing Confectionery products in Italy
Comparing consumer trends influence on consumption of Confectionery products across major markets
The Changing Lifestyle mega-trend: Parents are increasingly conscious of their kids nutritional needs when they select Confectionery for them
The Connectivity mega-trend: Media can play an important role when consumers select what Confectionery to eat
The Convenience mega-trend: the busy lives of consumers will create more snacking occasions
The Ethics mega-trend: Ethical concerns have a minimal impact on the consumption of Confectionery products in Italy
The Experience and Enjoyment mega-trend: Consumers seek quality and new experiences from their Confectionery choices
The Health and Wellness mega-trend: Health concerns have a limited impact when consumers select what Confectionery product to eat
The Individuality mega-trend: Consumers desire to relax and recuperate drives the consumption of Confectionery in Italy
The Trust mega-trend: Italian consumers want to trust in the production processes used to make Confectionery products
The Value mega-trend: Better Value for Money is one of the primary factors influencing product choices in Italy

Innovation examples
Manufacturers are innovating across categories to target the growing needs of Italian consumers
Global innovations on formulation and positioning can be a source of inspiration for Italian manufacturers

Recommended actions
Manufacturers need to deliver value to consumers, whilst retailers will identify private label as a key growth opportunity
Manufacturers should develop products targeting specific snacking occasions, but should beware the increasing role health will play

An explanation of the sub-trends
Detailed methodology
About Canadean

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