Older Consumers Drive FMCG Growth in Italy, Study Finds
Italy’s fast-moving consumer goods (FMCG) sector is seeing significant growth, driven primarily by older consumers. A recent study by Circana highlights how shoppers aged 65 and over are becoming the most influential demographic in the industry, accounting for a substantial portion of retail sales.
Senior Consumers Account for Nearly Half of FMCG Sales
According to the data, consumers over 65 contribute to 46% of total FMCG sales in Italy. While they make up 25% of the population, this group’s spending outpaces younger demographics. Their purchasing habits are shaping retail trends, prompting brands to adapt their strategies to cater to an aging consumer base.
Health, Premium, and Convenience Products in Demand
Older shoppers are showing a strong preference for health-oriented, premium, and convenient products. Their demand extends to items that enhance quality of life, such as fortified foods, organic options, and ready-to-eat meals. This shift presents an opportunity for brands to expand product lines focusing on wellness and ease of use.
Smaller Baskets, More Frequent Trips
Compared to younger shoppers, older consumers tend to buy in smaller quantities but shop more frequently. They prioritize fresh products, particularly those with longer shelf lives, and display brand loyalty toward trusted retailers. As a result, supermarkets and local stores remain their preferred shopping destinations.
Implications for FMCG Brands and Retailers
The growing influence of senior consumers is reshaping the FMCG landscape. Brands must refine their marketing approaches, emphasizing health benefits, premium quality, and ease of consumption. Packaging should also prioritize clear labeling and user-friendly formats.
Retailers, meanwhile, may need to enhance in-store experiences to accommodate this demographic. Strategies might include optimizing product placement, ensuring staff availability for assistance, and offering promotions targeted at older shoppers.
Adapting to a Shifting Consumer Base
With Italy’s aging population expected to grow further, FMCG companies that align their offerings with the evolving needs of senior shoppers will gain a competitive edge. Understanding purchasing patterns and adjusting marketing strategies accordingly will be essential to sustaining growth in an increasingly mature marketplace.