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Italian consumers refuse to compromise on quality

19 May 2014

Despite cuts in their shopping budgets, Italian consumers continue to demand high quality food products. According to a new packaging report from Canadean, packaging companies need to consider how they can help consumers, by producing lighter and smaller packs.

Amidst the economic crisis, Italian consumers are seeking to purchase high quality food products despite weakening spending power. Pack size is an essential factor to making quality affordable. Canadean has tracked consumer motivations for consumption, and 'quality seeking' is the fifth most important trend influencing Italian food consumption. According to Ronan Stafford, Senior Analyst at Canadean: “Getting quality right is key in Italian food markets, and packaging companies play a more important role in helping food manufacturers provide this than many realise.”

Packaging companies need to assist marketers in producing smaller pack sizes inexpensively. This offers consumers high quality products packaged in a format maintaining the initial price point and suiting weekly budgets. As an example, Cornetto has introduced Cornetto Mini Mix which includes a variety of eight small Cornettos, giving consumers the option to purchase eight ice creams at an affordable price. Further to this, packaging companies should encourage price marked packaging and on pack promotions which help consumers keep to their budgets and encourage brand loyalty.

Lightweighting will be of increasing importance

Packaging companies also need to consider lightweighting packaging, which will lower the prices of consumer goods without compromising product quality. Henkel has recently introduced a basic detergent bottle without a carry handle or measuring cap. Meanwhile, Ball Packaging launched a sleek beverage can for the Italian beverage company San Benedetto, for their range of ready-to-drink tea products, and Schweppes on the Italian market. This metal can is 5% lighter than the traditional can of 330ml and has a slim diameter of 58mm.


Cornetto Mini Mix includes a variety of eight small ice creams, giving consumers the option to purchase eight Cornettos at an affordable price.

San Benedetto

Ball Packaging’s new beverage can for San Benedetto’s range of ready-to-drink tea products is 5% lighter than the traditional 330ml can.

About this report

These findings are based on the new Canadean report: ‘Latest trends and key issues in the Italian retail packaging market.’

For further information

Please get in contact if you have any questions to this or other Canadean reports. Contact the Canadean press office on +44 (0) 20 3220 0816 or email

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