Consumer Foodservice in Italy

Published: November 2011

Price: $ 1900

 

This Euromonitor market report provides market trend and market growth analysis of the Consumer Foodservice by Location industry in Italy. With this market report, you’ll be able to explore in detail the changing shape and potential of the industry. You will now be able to plan and build strategy on real industry data and projections.

The Italy Consumer Foodservice market research report includes:

• Analysis of key supply-side and demand trends

• Historic volumes and values, company and brand market shares

• Five year forecasts of market trends and market growth

• Robust and transparent market research methodology, conducted in-country

Our Italy Consumer Foodservice market research reports answer questions such as:

• What is the market size of Consumer Foodservice by Location in Italy?

• What are the major brands in Italy?

• How are economic or demographic factors impacting the foodservice industry in Country ?

• How are multinational and local operators expanding in Country»?

• How have consumer lifestyle trends and eating habits influenced foodservice in Country ?

Why buy this report?

• Gain competitive intelligence about market leaders

• Track key industry trends, opportunities and threats

• Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Foodservice market research database.

• Each report is delivered with the following components:

• Report: PDF and Word

• Market statistics: Excel workbook

• Sample Analysis

Browse All: Beverages Market Research Reports

EXECUTIVE SUMMARY

Consumers reduced outlets visits but not their average expenditure

The most important trend in 2010 was the decrease in consumer outlet visits, while average expenditure was in line with 2009. This trend has a lot to do with the Italian background and habits. Historically, Italians are not known to save money when it comes to leisure, but are prepared to reduce the frequency with which they spend. For this reason, outlets did not invest much in promotions, as this would not be the right strategy to increase visits.

Lack of consumer confidence is still damaging foodservice

The Italian economy in 2010, although it saw a slight improvement compared with 2009, was still characterised by generally negative sentiment, which created an unfavourable climate for most foodservice operators. Independent consumer foodservice suffered the most from the economic crisis, especially cafés and bars, which posted a decline in value sales, and full-service restaurants, which struggled to maintain revenues. Some people who used to eat at high-end restaurants started frequenting chain-type restaurants, while some of those frequenting chains traded down to fast food.

Foodservice operators target a wider consumer base by enhancing their offer

The Italian consumer foodservice market has been negatively impacted by the economic slowdown in the last few years. The market as a whole is still characterised by significant investment aimed to target new types of customer. More foodservice operators have shifted the focus of innovation from food to non-core services, including offering free Wi-Fi internet connections in certain outlets. With free Wi-Fi access, allowing customers to access the internet from their own laptops, PDAs and phone devices, visitors will potentially stay longer in the outlets. The increased complexity of service offerings and establishments implies an increase in set-up costs for individual franchisees.

Chains remain a minority but are better protected against the crisis

Italians are attracted to high quality in terms of food, and tend to favour independent foodservice outlets, which typically offer a wide range of local products. However, although chains are still underdeveloped in Italy, they were less affected by the financial crisis of 2009, and posted a much better performance than independent outlets in 2010. Chains have sufficient resources to withstand difficult trading conditions, and are typically characterised by better organisation, more competent staff, superior hygiene standards and frequent updates of their concepts, menus and design.

Slight decline in constant value terms expected over the forecast period

The continued good development of chained outlets over the forecast period will, to some extent, offset the ongoing decline in independent outlets, hence overall value sales of consumer foodservice in Italy are predicted to decline only slightly in constant value terms. Italians like eating out, and it is one of the most popular ways to spend free time, so they will still allocate a good portion of their disposable incomes to this activity.