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  5. > Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the Italian Ice Cream Market

Summary

Understanding Consumer Trends and Drivers of Behavior in the Italian Ice Cream 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 developments that effectively target the most pertinent consumer need states, and offers strategic recommendations to capitalize on evolving consumer landscapes.

Key Findings

- Consumers are indulging in Ice Cream for relaxation
- Ice Creams are consumed at a heavy frequency by Italian Consumers
- Italian consumers seek value, but are willing to pay more for indulgence
- The ice cream market will face increasing competition from frozen yogurt, due to health-conscious consumers

Synopsis

Understanding Consumer Trends and Drivers of Behavior in the Italian Ice Cream 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.
Get access to:
- Key consumer demographic groups driving consumption within the Italian market. The figures showcase the number of times consumers of specific ages and genders consume Ice Cream, 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 Ice Cream consumption volumes, with granular analysis on the extent that the degree of influences varies between gender and age group
- Insight into the implications behind the data, and analysis of how the needs of 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 Ice Cream 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 Ice Cream 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 Ice Cream Market
Table of Contents
Definitions
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
Consumers are indulging in Ice Cream for relaxation
The Italian Ice Cream market is currently valued at EUR1.7 billion and will witness relatively higher growth in the next five years
Take-Home Ice Cream dominates the Italian Ice Cream market with 64% of volume share
There were 2.2 billion Ice Cream occasions in Italy in 2012, with the highest occasions witnessed among Older Consumers and Females
The Italian Ice Cream market is growing at a healthy pace both in value and volume terms
Italy has the lowest per capita volume consumption among key European markets

Demographic cohort consumption patterns
Women over-consume Ice Cream compared to Italian men
Older Consumers is the largest age cohort with the highest number of occasions
Men are more likely to consume Ice Cream at a heavy frequency than women
Tweens and Early Teens have the highest per capita volume consumption

Consumer trend analysis
Desire for own Personal Space and Time is the key motivation for choosing Ice Creams in Italy
The Changing Lifestyle mega-trend: Consumers are moderately driven to seek age and lifestage appropriate Ice Cream products
Comparing consumer trends influence on Ice Cream consumption across major markets
The Connectivity mega-trend: Media has a significant influence on Ice Cream consumption in Italy
The Convenience mega-trend: Italian consumers seek convenience from their Ice Cream
The Ethics mega-trend: The majority of Italian consumers will not buy products for their ethical attributes alone
The Experience and Enjoyment mega-trend: Indulgence is a key motivator for Ice Cream consumption
The Health and Wellness mega-trend: Health concerns have a limited impact when consumers select what Ice Cream product to eat
The Individuality mega-trend: Consumers' desire to relax and recuperate is the primary motivator for the consumption of Ice Cream in Italy
The Trust mega-trend: Product safety is a basic consumer need rather than a differentiator
The Value mega-trend: Italian consumers seek value, but are willing to pay more for indulgence

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

Recommended actions
Manufacturers should not forget the primary reasons for Ice Cream consumption, although still provide healthier options
Manufacturers should launch more single-serve Ice Cream for moments of on-the-go comfort and indulgence

Appendix
An explanation of the sub-trends
Detailed methodology
About Canadean

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