Milan, Italy – March 14, 2024. In Italy, consumer spending on Fast-Moving Consumer Goods (FMCG) and Tech & Durables (T&D) increased by 5.2% compared to 2022, recording a total turnover of €187 billion. The increase was driven in particular by the increase in the price of food and personal care products, while Italians remained more cautious in spending on some T&D products. NIQ’s new Retail Spend Barometer combines data from NIQ and GfK to measure the turnover of FMCG, technology and durable goods purchased in stores in Italy. 

The NIQ Retail Spend Barometer provides a comprehensive overview of spending in  the FMCG (food, perishables, home and personal care) and T&D (consumer technology, household appliances and DIY) sectors in Italy. The study, based on real sales data, is unique and analyzes big data across both categories and channels. The NIQ Retail Spend Barometer will be published on a quarterly basis to provide a concrete perspective on households’ spending priorities. 

Rising prices drive significant growth in the FMCG sector 

In 2023, there was unprecedented revenue growth in the FMCG sector that exceeded €134 billion. This remarkable year-on-year increase of 7.9% was mainly fuelled by double-digit price increases. 

Despite inflation eroding consumers’ purchasing power, consumer staples maintained a stable level of volume sales, with a modest decrease  of -1.7% (in the packaged goods perimeter). According to NIQ’s Retail Spend Barometer, the categories that showed the best sales performance were the food sector, with an increase of 8.9% and a turnover of 82 billion euros in 2023, and fresh products, with an increase of 8.2%. Home and personal care products also saw solid growth, with an increase of 7.0%. 

Analyzing the quarterly data, it emerges that the effect of inflation, with an average value of 11.3% in 2023, was more pronounced in the first six months of the year. This helped propel sales, which grew by 9.2% in the first quarter and 9.8% in April, May and June, respectively. Subsequently, inflation stabilized, with more moderate sales growth of 7.8% in the third quarter. In October, November and December, the effect of inflation eased further, reaching the lowest point of growth in value at 5.1%. 

In conclusion, Romolo De Camillis, Retailer Director NIQ Italia, commented: “During 2023 we have not only recorded record levels for FMCG turnover, but also important changes in the purchasing behavior of Italians. Galloping inflation has forced many families to continuously review the products they purchase, reducing waste and cutting back on products that are too expensive and no longer considered necessary. On the other hand, the analysis of the shopping cart confirms a greater propensity of families to purchase products related to well-being and health”. 

A year of contrasts for the Tech & Durables (T&D) market 

The Tech & Durables (T&D) market in Italy in 2023 went through a year of ups and downs and a slight decrease compared to 2022, recording a turnover of 53 billion euros in the year just ended. 

The Home Improvement sector, which includes home improvement and furniture products, started 2023 with solid growth (5.3%), however, it slowed down from the second quarter (1.6%). Despite this, it closed the year with a slight decrease of –0.2% compared to 2022. According to NIQ’s Retail Spend Barometer, home improvement spending remained stable, but economic volatility affected the results, in fact, the Technical Consumer Goods (TCG) sector, which includes consumer electronics, telecom, IT & office equipment, photography and other technology goods, suffered a significant decline in 2023, with a decrease of -5.4% compared to the previous year. 

However, some subcategories, such as household appliances, have grown even in such a difficult context and, despite the challenges, the sector recorded positive growth in 2023 and closed the year at €6 billion, +3.2% (vs 2022). The demand for household appliances has increased as it is driven by new technologies and a greater interest in sustainability also linked to energy saving. 

In addition, Ivano Garavaglia, Head of Retail at GfK, added: “The strong growth in inflation and the continuous increase in central bank interest rates have characterized the whole of 2023, generating uncertainty in the consumer and a greater focus on containing expenses. The negative outcome of these factors, together with the reduction of incentives and tax deductions for the purchase of certain products, generated an immediate effect on many categories of durable goods that the consumer was willing to give up or postpone the purchase in the future.” 

“Market dynamics and consumer behavior are changing ever faster. In a competitive environment, fragmented data and a dose of gut feeling are no longer enough,” says Michael McLaughlin, President, Global Retail at NIQ. “That’s why we use The Full View™ to offer our clients with a comprehensive, data-driven understanding of market developments and clear, actionable recommendations for future growth.”  

For more information, please visit NIQ Retail Spend Barometer (nielseniq.com).

About the Study

The NIQ Retail Spend Barometer examines consumer spending on FMCG and T&D products in Germany. It tracks real sales figures and measures changes in past purchase trends. The FMCG categories covered include food, groceries, perishables and near-food, and the T&D categories include technical consumer goods, household appliances and DIY. The data comes from NielsenIQ and GfK retail market measurement, which together measure the sales of over 350,000 retail partners worldwide.

Media Relations – Doppia Elica 

Claudia Tirendi, c.tirendi@doppiaelica.com, +39 02 40 999 3484 

Milena Ronzoni, m.ronzoni@doppiaelica.com +39 02 40 999 3817 

About NIQ  

NIQ is the world’s leading consumer intelligence company, delivering the most complete understanding of consumer buying behavior and revealing new pathways to growth. In 2023, NIQ combined with GfK, bringing together the two industry leaders with unparalleled global reach. With a holistic retail read and the most comprehensive consumer insights—delivered with advanced analytics through state-of-the-art platforms—NIQ delivers the Full View™.  

NIQ, is an Advent International portfolio company with operations in 100+ markets, covering more than 90 percent of the world’s population. For more information, visit www.NIQ.com.  

About GfK – An NIQ Company  

GfK has earned the trust of our clients around the world by solving critical questions in their decision-making process. In 2023, GfK combined with NIQ, bringing together the two industry leaders with unparalleled global reach. Together, we fuel client’s growth by providing a complete understanding of their consumers’ buying behavior, and the dynamics impacting their markets, brands and media trends. With a holistic retail read and the most comprehensive consumer insights – delivered with advanced analytics through state-of-the-art platforms – NIQ and GfK deliver the Full View™.   For more information, visit gfk.com/it