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Despar Servizi Italy: Consumer Profile

  • Published:
  • 62 Pages
  • Canadean

Description

Product Synopsis

DesparServizi Italy: Consumer Profile is the result of Canadean's extensive online consumer survey DesparServizi in Italy, presenting uniquely detailed data on DesparServizi's end-consumers. It provides retailer profiles for both Main and Occasional consumers (determined by the share of their goods coming from this retailer) covering over 25 individual consumer groups, and retailer share at product category level.

Introduction and Landscape

Why was the report written?

While shopper and store audit data provide the picture of what's happening in store, this report focuses on providing data on the final consumers of products from DesparServizi. Therefore, this report provides a different view from both loyalty card and shopper data in order to help complete a total understanding of the consumer base and improve decision making.

What is the current market landscape and what is changing?

Understanding the consumer audience is key and increasingly this means not just understanding the shoppers in store, but also who they are purchasing for. This broader view of who their customers are allows retailers to make more informed strategic decisions.

What are the key drivers behind recent market changes?

The effects of the global recession and the following recovery have led consumers to closely examine their choice of retailer and products purchased. While the effects have varied country by country, no retailer has been left totally untouched and this has created a need for retailers to understand who their end-consumer audience is.

What makes this report unique and essential to read?

The report provides valuable, hard to obtain, consumer-survey based, data on DesparServizi in Italy, showing who its end-customers are and how well the retailer is performing overall (as measured by category share). By focusing on end-consumers and not in-store shoppers, the report provides a different perspective compared to other types of data, helping retailers to identify which consumer groups they want to compete for in the future.

Key Features and Benefits

The report profiles DesparServizi's end-consumers and covers over 25 consumer groups of both Main and Occasional users (determined by the share of their goods coming from this retailer).

Market shares by category show how DesparServizi is performing in product categories across the Consumer Packaged Goods industry.

Table of Contents

1 Introduction

  • 1.1 What is this Report About?
  • 1.2 Scope
  • 1.3 Methodology
    • 1.3.1 Introduction
    • 1.3.2 Large scale, international, program of online consumer surveys
    • 1.3.3 Nationally Representative results (age, gender)
    • 1.3.4 Parents answered on their children's behalf
    • 1.3.5 Legal Drinking Age exclusions for alcoholic drinks categories
    • 1.3.6 Integrated with industry calling and secondary research
  • 1.4 Definitions
    • 1.4.1 Consumer Trends and Reasons for Retailer Choice
    • 1.4.2 Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage)
    • 1.4.3 End Consumers
    • 1.4.4 Volume Units and Aggregations
    • 1.4.5 Population Profiles (for interpretation of tables and charts)

2 Retailer Loyalty Profiles

  • 2.1 Consumer Group Loyalty - Main and Occasional Users
    • 2.1.1 By Age
    • 2.1.2 By Gender
    • 2.1.3 By Urban and Rural Dwellers
    • 2.1.4 By Education Level
    • 2.1.5 By Wealth Group
    • 2.1.6 By Busy Lives
  • 2.2 Customer Profile: Main Users compared to the Overall Population
    • 2.2.1 By Age
    • 2.2.2 By Gender
    • 2.2.3 By Urban and Rural Dwellers
    • 2.2.4 By Education Level
    • 2.2.5 By Wealth Group
    • 2.2.6 By Busy Lives
  • 2.3 Customer Profile: Occasional Users compared to the Overall Population
    • 2.3.1 By Age
    • 2.3.2 By Gender
    • 2.3.3 By Urban and Rural Dwellers
    • 2.3.4 By Education Level
    • 2.3.5 By Wealth Group
    • 2.3.6 By Busy Lives

3 CPG Volume Share

  • 3.1 Market Share by Volume - Overall
    • 3.1.1 Alcoholic Drinks - Off-trade Drinks only
    • 3.1.2 Food
  • 3.2 Market Share by Volume
    • 3.2.1 Alcoholic Drinks - Off-trade Drinks only
    • 3.2.2 Beverages - Off-trade Drinks only
    • 3.2.3 Food
    • 3.2.4 Health & Beauty

4 Appendix

  • 4.1 About Canadean
  • 4.2 Disclaimer

List of Tables

  • Table 1: Food Volume Units
  • Table 2: Alcoholic Drinks Volume Units
  • Table 3: Non-Alcoholic Drinks Volume Units
  • Table 4: Personal Care Volume Units
  • Table 5: Italy Survey Respondent Profile (weighted), 2011
  • Table 6: DesparServizi Italy: Survey Tracked Beer, Cider & Pre-mixed Spirits (Off-trade Drinks only) Volume % Share, 2011
  • Table 7: DesparServizi Italy: Survey Tracked Spirits (Off-trade Drinks only) Volume % Share, 2011
  • Table 8: DesparServizi Italy: Survey Tracked Wine (Off-trade Drinks only) Volume % Share, 2011
  • Table 9: DesparServizi Italy: Survey Tracked Hot Drinks (Off-trade Drinks only) Volume % Share, 2011
  • Table 10: DesparServizi Italy: Survey Tracked Soft Drinks (Off-trade Drinks only) Volume % Share, 2011
  • Table 11: DesparServizi Italy: Survey Tracked Bakery & Cereals Volume % Share, 2011
  • Table 12: DesparServizi Italy: Survey Tracked Chilled & Deli Foods Volume % Share, 2011
  • Table 13: DesparServizi Italy: Survey Tracked Confectionery Volume % Share, 2011
  • Table 14: DesparServizi Italy: Survey Tracked Dairy Volume % Share, 2011
  • Table 15: DesparServizi Italy: Survey Tracked Fish & Seafood Volume % Share, 2011
  • Table 16: DesparServizi Italy: Survey Tracked Ice Cream Volume % Share, 2011
  • Table 17: DesparServizi Italy: Survey Tracked Meat Volume % Share, 2011
  • Table 18: DesparServizi Italy: Survey Tracked Oils & Fats Volume % Share, 2011
  • Table 19: DesparServizi Italy: Survey Tracked Pasta & Noodles Volume % Share, 2011
  • Table 20: DesparServizi Italy: Survey Tracked Prepared Meals Volume % Share, 2011
  • Table 21: DesparServizi Italy: Survey Tracked Savoury Snacks Volume % Share, 2011
  • Table 22: DesparServizi Italy: Survey Tracked Seasonings, Dressings & Sauces Volume % Share, 2011
  • Table 23: DesparServizi Italy: Survey Tracked Soup Volume % Share, 2011
  • Table 24: DesparServizi Italy: Survey Tracked Soy Products Volume % Share, 2011
  • Table 25: DesparServizi Italy: Survey Tracked Syrups & Spreads Volume % Share, 2011
  • Table 26: DesparServizi Italy: Survey Tracked Feminine Care Volume % Share, 2011
  • Table 27: DesparServizi Italy: Survey Tracked Fragrances Volume % Share, 2011
  • Table 28: DesparServizi Italy: Survey Tracked Haircare Volume % Share, 2011
  • Table 29: DesparServizi Italy: Survey Tracked Make-up Volume % Share, 2011
  • Table 30: DesparServizi Italy: Survey Tracked Men's Toiletries Volume % Share, 2011
  • Table 31: DesparServizi Italy: Survey Tracked Oral Hygiene Volume % Share, 2011
  • Table 32: DesparServizi Italy: Survey Tracked Personal Hygiene Volume % Share, 2011
  • Table 33: DesparServizi Italy: Survey Tracked Skincare Volume % Share, 2011
  • Table 34: DesparServizi Italy: Survey Tracked Suncare Volume % Share, 2011

List of Figures

  • Figure 1: Overall Consumer Panel Report Methodology
  • Figure 2: DesparServizi Italy Survey Results: Main & Occasional Users, by Age (%), 2011
  • Figure 3: DesparServizi Italy Survey Results: Main & Occasional Users, by Gender (%), 2011
  • Figure 4: DesparServizi Italy Survey Results: Main & Occasional Users, by Urban and Rural Dwellers (%), 2011
  • Figure 5: DesparServizi Italy Survey Results: Main & Occasional Users, by Education Level (%), 2011
  • Figure 6: DesparServizi Italy Survey Results: Main & Occasional Users, by Wealth Group (%), 2011
  • Figure 7: DesparServizi Italy Survey Results: Main & Occasional Users, by Busy Lives (%), 2011
  • Figure 8: DesparServizi Italy Survey Results: Customer Profile Main Users, by Age (%), 2011
  • Figure 9: DesparServizi Italy Survey Results: Main Users, Percentage Variation To Overall Population, by Age, 2011
  • Figure 10: DesparServizi Italy Survey Results: Customer Profile Main Users, by Gender (%), 2011
  • Figure 11: DesparServizi Italy Survey Results: Main Users, Percentage Variation To Overall Population, by Gender, 2011
  • Figure 12: DesparServizi Italy Survey Results: Customer Profile Main Users, by Urban and Rural Dwellers (%), 2011
  • Figure 13: DesparServizi Italy Survey Results: Main Users, Percentage Variation To Overall Population, by Urban and Rural Dwellers, 2011
  • Figure 14: DesparServizi Italy Survey Results: Customer Profile Main Users, by Education Level (%), 2011
  • Figure 15: DesparServizi Italy Survey Results: Main Users, Percentage Variation To Overall Population, by Education Level, 2011
  • Figure 16: DesparServizi Italy Survey Results: Customer Profile Main Users, by Wealth Group (%), 2011
  • Figure 17: DesparServizi Italy Survey Results: Main Users, Percentage Variation To Overall Population, by Wealth Group, 2011
  • Figure 18: DesparServizi Italy Survey Results: Customer Profile Main Users, by Busy Lives (%), 2011
  • Figure 19: DesparServizi Italy Survey Results: Main Users, Percentage Variation To Overall Population, by Busy Lives, 2011
  • Figure 20: DesparServizi Italy Survey Results: Customer Profile Occasional Users, by Age (%), 2011
  • Figure 21: DesparServizi Italy Survey Results: Occasional Users, Percentage Variation to Overall Population, by Age, 2011
  • Figure 22: DesparServizi Italy Survey Results: Customer Profile Occasional Users, by Gender (%), 2011
  • Figure 23: DesparServizi Italy Survey Results: Occasional Users, Percentage Variation to Overall Population, by Gender, 2011
  • Figure 24: DesparServizi Italy Survey Results: Customer Profile Occasional Users, by Urban and Rural Dwellers (%), 2011
  • Figure 25: DesparServizi Italy Survey Results: Occasional Users, Percentage Variation to Overall Population, by Urban and Rural Dwellers, 2011
  • Figure 26: DesparServizi Italy Survey Results: Customer Profile Occasional Users, by Education Level (%), 2011
  • Figure 27: DesparServizi Italy Survey Results: Occasional Users, Percentage Variation to Overall Population, by Education Level, 2011
  • Figure 28: DesparServizi Italy Survey Results: Customer Profile Occasional Users, by Wealth Group (%), 2011
  • Figure 29: DesparServizi Italy Survey Results: Occasional Users, Percentage Variation to Overall Population, by Wealth Group, 2011
  • Figure 30: DesparServizi Italy Survey Results: Customer Profile Occasional Users, by Busy Lives (%), 2011
  • Figure 31: DesparServizi Italy Survey Results: Occasional Users, Percentage Variation to Overall Population, by Busy Lives, 2011
  • Figure 32: DesparServizi Italy: Survey-tracked Alcoholic (Off-trade Drinks only) Drinks Market % Share, by Volume, 2011
  • Figure 33: DesparServizi Italy: Survey-tracked Food Market % Share, by Volume, 2011
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