Italy: millennials' preferences towards big and local brands 2018

Italian Millennials expressed their preferences towards local and national brands, according to the type of food product purchased. Concerning packaged food, 48 percent of the people interviewed stated that they prefer international brands, although 46 percent agreed on a good balance between big and local brands. Most of the interviewees shared the opinion that buying fresh food from local brands was preferable.

Italian Millennials' preferences towards big and local brands as in 2018, by product type

Characteristic	Packaged food	Fresh products	Beverages	Frozen food	Personal and beauty care
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Release date

October 2018

More information

Region

Italy

Survey time period

October 2018

Number of respondents

507 respondents

Age group

25-34 years

Method of interview

Online survey

Supplementary notes

This question was phrased by the source as follows: "For each macro category, do you preferably buy big brands/international or local/national brands? Please consider only branded products, avoiding thinking about unbranded products (i.e. bulk products, variable weight products)"

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