Online spending runs in the South and in the first five months of 2022 in value it grows by + 28% compared to the same period in 2021. The trend in Central Italy is also good (+ 7.7%). The North-East grew by half a point while the North-West fell by 0.7%. At a national level, 795 million were spent on the online purchase of packaged consumer products compared to 773.6 million in 2021 with a + 2.7%. This is what emerges from the latest NielsenIq report which analyzes the online sales of large-scale distribution products. “If it weren’t for the Center-South, e-commerce would be in the red – says Marco Pellicci, NielsenIq’s e-commerce leader -. This year the boost to growth comes from the South while Lombardy and Emilia-Romagna are the only two regions with a negative trend ». Among the products most purchased on the platforms are those for personal and home care, grocery and pet food and often you end up buying products with a premium positioning. The performance of the followers and minor brands did well but not those of the market leaders. NielsenIq data dispels the belief that shopping online is a generation z thing. There are 5 million over-55 households who buy consumer products and their receipt is 2.5 times higher than that of the shops.
Online spending grows (+ 28%) in the South
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