The report “The State of Large-Scale Consumer Goods in Italy” by NIQ (NielsenIQ) provides a detailed analysis of the consumption and purchasing habits of Italian families for the month of July 2024, highlighting the dynamics of the Large-Scale Retail Trade (GDO). In July, the turnover of the GDO in Italy, considering all Omnichannel channels, reached 10,5 billion euros, marking an increase of +2,5% compared to the same month of the previous year.
Inflation in the Consumer Packaged Goods (CMP) sector stood at +0,1% in Total Italy Omnichannel compared to July 2023. However, thanks to a change in the mix of products purchased by consumers, real prices decreased by -0,8%.
NIQ highlights a positive trend for most distribution channels, with Drug Specialists in the lead (+12,4%), followed by Superstores (+3,4%), Supermarkets (+3,2%) and Discounts (+1,3%). On the contrary, the Free Services (-1,9%) and Hypermarkets>4500 (-1,1%) channels recorded a drop in turnover. Promotional sales saw an increase, with a promotional incidence of 24,3% of Total Italy, 1,3 percentage points higher than the same month in 2023.
Private label products (MDD) continue to gain ground, reaching 22,8% of the market in the Hypermarket, Supermarket and Free Services perimeter in July, and 31,6% in Totale Italia Omnichannel, including Discounts.
In the Grocery sector, data show a growth of +2,1% in value and +2,9% in volume compared to July 2023. Among the product categories, Fruit and Vegetables recorded the highest increases, with a +4,6% in value and a +10,1% in volume, followed by Personal Care products (+4,5% in value, +5,3% in volume) and Fish (+4,5% in value, +6,6% in volume). Beverages, on the other hand, showed modest growth (+0,8% in value, +0,2% in volume).
Analyzing the different distribution channels of Grocery, Drug Specialists reported the best results, with an increase of +10,4% in volume and +9,7% in value compared to July 2023. They are followed by Superstores (+3,3% in volume, +2,8% in value) and Supermarkets (+3,2% in volume, +2,9% in value). Free Services instead recorded a decrease of -1,7% in volume and -1,6% in value.
As regards the Fresh sector (Fixed Weight + Variable Weight), all distribution channels showed growth, except for Hypermarkets>4500 and Free Services, which suffered a decline of -1,4%. Among the most dynamic categories in terms of value, Bread & Pastry & Pasta and Gastronomy stand out, both with an increase of +4,0%, followed by Fishmongers (+3,9%) and Butchers & Poultry (+2,3%). Delicatessen, on the other hand, remained stable with a slight decline of -0,1%.
Finally, the new references represent 11% of the products on the shelves and contributed 4,9% of the overall turnover of Totale Italia Omnichannel.
