Brand preferences of Italian consumers after the pandemic 2020, by age group

After the disruption caused by the coronavirus (COVID-19) pandemic, Italian consumers seemed inclined to be loyal to the brands that they already knew and purchased before. However, opinions in this regard differ according to the age group. A survey from April 2020 showed that 44 percent of individuals between 55 and 64 years would do so, while only 28 percent of respondents aged between 25 and 34 years old showed the same intention. Unsurprisingly, over 80 percent of consumers appreciated brands offering promotions to their loyal customers.

Caring about customers

The attention for loyal customer is a relevant part of marketing actions according to Italian companies. A poll from 2018 showed that about 33 percent of marketing budget of non-food retail companies is allocated to loyalty marketing initiatives, while 25 percent of the resources were used for actions of loyalty marketing tailored on the customer profile.

Knowing the customer better

Businesses aim at having a profile of consumers’ preferences and characteristics. To do so, they use customer relationship management (CRM) tool, as it was the case for almost 40 percent of companies answering to a poll in Italy. A CRM tools consists in a database software where customers data are stored, updated, and consulted for businesses and marketing purpose.

Brand preferences after the coronavirus (COVID-19) pandemic among Italian consumers in 2020, by age group

Loading statistic...
You need to log in to download this statistic
Register for free
Already a member?
Log in
Show detailed source information?
Register for free
Already a member?
Log in

Release date




Survey time period

April 22 to 27, 2020

Number of respondents

1,076 respondents

Age group

16-64 years

Special properties

internet users*

Method of interview

Online survey

Supplementary notes

*Users who stated that the following factors will influence the choice of brands to rely on when the emergency is over.

Statista Accounts: Access All Statistics. Starting from $468 / Year
Basic Account
Get to know the platform

You only have access to basic statistics.

Single Account
The ideal entry-level account for individual users
  • Instant access to 1m statistics
  • Download in XLS, PDF & PNG format
  • Detailed references
$59 $39 / Month *
in the first 12 months
Corporate Account
Full access

Corporate solution including all features.

* All products require an annual contract; Prices do not include sales tax.

Statistics on "Coronavirus: economic impact in Italy"

Statista Accounts: Access All Statistics. Starting from $468 / Year
Learn more about how Statista can support your business.