On the event of the second day of the thirty ninth version of Lincontroan occasion on the earth of shopper items NIQthe audio system Christian CentonzeHead of Consumer Advanced Analytics, NIQ e Mara GalbiatiHead of I – Solution Sinottica, GfK, within the speech “A journey into the customers of our time” they {photograph} our nation to replicate on the challenges that society has confronted lately, from the pre-pandemic interval to the current to undertaking ourselves in the direction of the longer term. At the extent registry e sociological a change has emerged in priorities intently linked to the notion of the person and the neighborhood that are mirrored on consumption.
The state of Italian households immediately in the direction of tomorrow
In truth, trying on thehousehold constructioneach by way of composition and buying energy, in a decade the present 6 million households with dependent kids will lower by 11% with 75% having a under common earnings. To date, the households with out kids I’m center age 7.5 million with an earnings above the typical for 54% of circumstances, and eventually there are 12.2 million mature households with out kids with an earnings above the typical for 60%, they are going to develop by 17% within the subsequent 10 years and attain a median age of 60-75 years.
The impression of the present context within the nation can also be mirrored on consumption selections of Italians which show to be categorically reverse: amongst those that pay extra consideration to financial savings by selecting Discount among the many distribution channels (+1.9 pp in 2024 vs 2021), they radically modify the purchasing cart with a change within the combine in 2024 which has impacted the sector of -1 billion euros (vs 2022), a larger frequency of buy with a median variety of merchandise now recording -8% (vs 2021) whereas others choose high quality and wholesome merchandise (+20% vs 2019) and of a bigger finances.
Four approaches to the longer term that divide Italians
With a now evident polarization of purchases – between Italians who search extra financial savings and people who aspire to larger worth – to have a snapshot perspective of consumption and alternatives for the market, NIQ has cross-referenced the consumption information with the Sinottica GfK analysis centered on the open or closed propensity to the longer term and the curiosity in the direction of the person or the neighborhood and 4 totally different approaches have been recognized: the longer term is now or it is a chance to be managed, it doesn’t exist and isn’t of curiosity and even scary.
Each classification presents particular traits with respect to varied present themes and clearly additionally with respect to approaches to consumption and above all to the must be happy, be they financial, social and communicative. Families with dependent kids primarily fall into the sphere that perceives the longer term negatively resulting from present financial considerationsnot like younger and mature households, i.e. households with out kids, who fall inside the extra constructive method in the direction of tomorrow.
In large-scale consumption that is additionally mirrored in purchases, households with kids immediately surrender fruit and greens in favor of consolation meals not like the opposite group of mature or childless households, subsequently relying on totally different priorities, two completely totally different carts are analyzed and likewise costs.
The circumstances of Artificial Intelligence, local weather emergency and gender equality
For instance, concerning theArtificial intelligence, Italians centered solely on the current, with a powerful individualistic notion, point out this technological evolution as elementary for his or her financial success, not like the extra fearful ones who reject using AI. Regarding the difficulty oflocal weather emergency, the subject is a precedence for many who suppose that the longer term is a chance to be seized whereas for many who are centered on immediately it’s a marginal matter. A special case for gender equality as it’s a social and likewise aspirational difficulty which transversally meets the help of Italians who method the longer term in a extra constructive manner regardless of being positioned on totally different ranges by age.
Social levers and communication are elementary to responding to wants
The strategies of engagement of Italian households, even in mass consumption, change based mostly on their relationship with the longer term. For customers who’re extra centered on immediately, strategies of stimulation and private progress are legitimate to generate consideration, for many who suppose that the longer term is a chance, strategies centered on collective progress can have extra worth. On the opposite, for many who usually are not sooner or later, methods of comfort and assist are wanted. Finally, reassurance and closeness are conveyed to those that are fearful of the longer term.
Also communication in the direction of customers adjustments with adjustments in age and the household group to which they belong, those that are youthful and projected in the direction of the longer term choose channels such because the podcast, whereas newspapers and radio are the media favored by the extra mature teams, those that imagine within the alternatives of the longer term. Instead, those that are centered on present points use digital channels and social media, whereas those that use TV are extra tied to conventional values.
Involve the households of the longer term now
For operators within the shopper items sector, the elective goal for worth innovation are households of center age and with out kids, who – like mature households with out dependent kids – have extra buying energy, larger consideration to well-being and openness to multi-channel use. At the extent of each day spending, a retailer should examine its present and potential clients intimately and analytically. In truth, figuring out the proportions of your clients, in comparison with the 2 largest teams, presents an infinite alternative by way of assortment optimization.