Italian retail value sales of food reached €122 billion in 2009, growing by almost 1% on 2008. This modest growth reflects how a reduction in prices initiated by the poor economic outlook and the following recession has affected sales. In addition, more Italians are opting for own-labels and discounter ranges. High inflation and the rising cost of raw materials led to higher retail prices in 2008. Overall, volumes are fairly stable and any decline is likely due to consumers cutting down on food wastage. Healthy, convenient, organic, locally-produced and environmentally-friendly ranges have, however, still reported positive growth.

This report examines consumer attitudes towards new product development, buying new food products, and brand loyalty and looks at the levels of NPD in a number of food markets as well as product positioning claims. The specific markets covered in this report are ready meals, cheese, meat products, fish products, vegetables and sweet biscuits.