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Italy: consumers opened to innovation in comparison with Europe 2015

This statistic illustrates the openness to innovation of Italian consumers in comparison to other European consumers as of 2015. During the survey period, it was found that the share of Italian consumers who had purchased a new product during their last grocery shopping trip was 13 percentage points higher than the average in Europe.

Share of Italian consumers who purchased a new product during their last grocery shopping trip compared to European consumers as of 2015

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Release date

June 2015


Europe, Italy

Survey time period

Feb. 23 - March 13, 2015

Number of respondents

30,000 respondents

Special properties

respondents with online access

Method of interview

Online survey

Supplementary notes

The Global New Product Innovation Survey polled 30,000 online respondents from 60 different countries.

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