Italy: A look into the future (of other countries)
Italy already has an enormous proportion of older shoppers, with people aged 55+ accounting for 51% of Italian households. Mainly driven by a higher frequency, these shoppers spend 4,700 Euros per year on FMCG – 800 Euros more than younger households –, which represents 54% of the shopping spend.
It is not just the mere size that is special about this group. This generation is healthier and fitter, and with labor participation of the next generation growing, many older people fulfill an important family support function: 4 out of 10 shoppers, in one way or another, back members of their family, who are not living under the same roof. This includes children (13%) and more often grandchildren (42%). And as we all know: grandparents are allowed to spoil. Whereas promotions and price are very important when buying for the in-house family (75%), these factors are much less relevant when Boomers shop for their grandchildren (only 51%). Obviously, this might change with increased care-giving tasks, but for now they rely more on brands favored by their grandchildren, brands they themselves trust, and organic. Be sure that what you give, is good. So, with organic, we already see signs that good is not just delicious – but needs to tick more boxes.
“This huge 55+ group deserves a closer look as obviously, it is by no means a homogenous mass,” says Marco Pellizzoni, Commercial Director, YouGov Italy. “Therefore, our Italian team extensively analyzed the respective attitudes and buying behaviors and found very relevant differences. The Italian silver generation can be split into five different segments, each with their own characteristics. The most interesting ones deserve a closer look: the nonni-good-life-group and the about-me-group.”
Source (for Italian Study): Gli shopper 55+ e la spesa FMCG (per sé, per i figli e i nipoti) (July 2024)
Joyful about secondary parenting
The first group we are highlighting, is in their 60s, and very involved in taking care of grandchildren. Whereas other “nonni” (grandparents) have a more frugal approach, this group is taking an active part in the day-to-day care of grandchildren, including cooking. They are intensely enjoying “the nonni good life”.
Spending more than 5,000 Euros per year, the “nonni-good-life” group has the highest FMCG budget, worth roughly 20% of the 55+ spend.
With their children having, in most cases, already left the parental home, 9 out of 10 are buying products for their grandchildren – 59% shop for them at least once a week, and 1 in 3 prepares meals for them. The “nonni-good-life” group enjoys shopping, taking time, more often checking nutritional information; they are loyal to brands they like and are likely to buy snacks in the form of yoghurt, ice cream, and cereal bars for their grandchildren. At the same time, they are more easily “seduced” by looks and often items they did not intend on buying, end up in their basket.
Me-time has come
Part of the younger 55+ group – the “about-me” segment – is self-oriented, with a focus on wellness, longevity, and personal wellbeing. In some habits, the “about-me” group is similar to the “nonni-good-life” segment: they enjoy meals and lead a balanced lifestyle. As the name suggests, these shoppers are less family-centered and more focused on their own wellbeing, while being very quality-oriented and attentive to nutritional information.
The “about-me” group is more active on social media, and perhaps as a result, more influenced by dietary trends: 1 in 3 has reduced meat consumption, with an index of 95 for meat and 91 for cold cuts compared to the total 55+ group. This group is the only one among older shoppers that over-indexes on foods like breakfast cereals, and their focus on personal wellbeing also translates into relatively high spending on personal care and beauty products. Interestingly, their me-time focus often extends to cohabitation with furry friends, leading to higher spending on pet care.
Both of the highlighted groups prefer shopping at supermarkets. The “about-me” group spends relatively more at COOP and tops up at discounter Eurospin, while the “nonni-good-life” group is not fond of discounters and prefers shopping at Conad or Esselunga, with additional purchases at specialty stores.
Be sure to catch them where you can!