Italians tighten their belts and become more attentive consumers, even when it comes to shopping to get to the table. A survey by Nomisma, carried out for Pentapoilis (association for social responsibility) in fact underlines that, in the first half of 2013, food sales dropped by 1,8% and discounted food products attract more and more, the share of purchases in promotion rises to 28% against 18% in 2012. The quantities purchased are down: Nomisma, based on Istat and Nielsen data, observes that today 87% of families buy the bare essentials, 50,7% buy little at a time and goes shopping more often.
At home, people are on maximum alert as regards prices: families buy food products on sale (43,3%) and check the discount flyers before going to a store, then go shopping in different stores to buy the offers (34,8%), with an eye to brands that cost less (31,3%) and discount stores (22%). In an attempt to recover purchasing power, the "poor" consumer implements more sustainable behaviors: he wastes little and throws away less (61,5%), makes at home what he previously bought at the supermarket such as bread, cakes, pizza, jam (30,6%) or buy directly from the producer preferring the short supply chain (7,6%). Sensitivity to green consumption is increasing: the consumption of disposable products is decreasing (58%), while that of local food products is growing (62%).
