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  4. > Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the Italian Prepared Meals Food Market

Summary
Understanding Consumer Trends and Drivers of Behavior in the Italian Prepared Meals 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 targets the most pertinent consumer need states, and offers strategic recommendations to capitalize on evolving consumer landscapes.

Key Findings
- Better Value for Money will continue to influence product choice in Prepared Meals, in regards to both lower cost and trading-up
- Hectic lives leading to time-scarcity will continue to be the key motivator of Prepared Meals consumption in Italy
- Consumption of Prepared Meals among Italian consumers is driven by the pursuit for individualism
- High quality Prepared Meals which offer new taste and flavor ranges will become increasing popular in Italy

Synopsis
Understanding Consumer Trends and Drivers of Behavior in the Italian Prepared Meals 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 gender consume Prepared Meals, 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 Prepared Meals 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 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 Prepared Meals 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 Prepared Meals 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 Prepared Meals Food 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
Busy Lives and search for convenience are driving Prepared Meals market in Italy
Italian Prepared Meals market is currently at EUR1.6 billion, is forecast to witness marginally higher growth in next five years
Ready Meals accounts for 52.6% of all volume sold in Italian Prepared Meals market
There were 1,157.8 million Prepared Meals occasions in Italy in 2012, with the highest occasions witnessed amongst Older Consumers and Females
Italy is one of the fastest growing Prepared Meals market in both value and volume terms
Italy is the fastest growing Prepared Meals market among major European economies

Demographic cohort consumption patterns
Men marginally over-consume Prepared Meals than women in Italy
Older consumers continue to under-consume in Italian Prepared Meals market
Males are marginally over reliant on Prepared Meals compared to female population
Older Young Adults are most likely to be classified as “heavy” users of Prepared Meals in Italy

Consumer trend analysis
Busy Lives and value for money are the key motivations for consuming Prepared Meals in Italy
Comparing consumer trends influence on Prepared Meals consumption across major markets
The Changing Lifestyle mega-trend: Consumers increasingly seek Prepared Meals to meet their age-based needs
The Connectivity mega-trend: Italian consumers seek products with which they have a Connection
The Convenience mega-trend: The increasingly Busy Lives of consumers is the leading motivation in Prepared Meal choice
The Ethics mega-trend: Ethical and Environmental issues have limited influence on consumption of Prepared Meals in Italy
The Experience and Enjoyment mega-trend: The desire for new and exotic cuisines will drive the Prepared Meals market in Italy
The Health and Wellness mega-trend: Health is not a influential motivator of Prepared Meals consumption
The Individuality mega-trend: Individual tastes and preferences will influence consumption of Prepared Meals in Italy
The Trust mega-trend: Product safety is becoming a more influential consumption motivator after recent food scandals
The Value mega-trend: Better Value for Money is among the leading trends influencing Prepared Meals consumption in Italy

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 focus on providing portion size options to meet the value needs of consumers
- Manufacturers must provide products that meet both the age-based and lifestage needs of consumers

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

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