According to a survey conducted in early May 2024, over 85 percent Gen Z and millennial shoppers in Italy had traded down when purchasing a product in the past three months. In other words, these consumers had bought less valuable or lower-priced items, e.g., by shopping at a lower-priced retailer. For each generation, the percentage was fairly high, especially when compared to the results from consumers in the United Kingdom.
Share of consumers changing their shopping behavior to trade down in Italy in 2024, by generation
The source phrased the question as follows: "Within the past 3 months, have you done any of the following when purchasing a product (asked across multiple categories)?"
* In five European countries. The exact number of respondents for Italy was not provided by the source.
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McKinsey & Company. (June 21, 2024). Share of consumers changing their shopping behavior to trade down in Italy in 2024, by generation [Graph]. In Statista. Retrieved November 18, 2024, from https://www.statista.com/statistics/1497927/consumers-changing-their-behavior-to-trade-down-by-generation-it/
McKinsey & Company. "Share of consumers changing their shopping behavior to trade down in Italy in 2024, by generation." Chart. June 21, 2024. Statista. Accessed November 18, 2024. https://www.statista.com/statistics/1497927/consumers-changing-their-behavior-to-trade-down-by-generation-it/
McKinsey & Company. (2024). Share of consumers changing their shopping behavior to trade down in Italy in 2024, by generation. Statista. Statista Inc.. Accessed: November 18, 2024. https://www.statista.com/statistics/1497927/consumers-changing-their-behavior-to-trade-down-by-generation-it/
McKinsey & Company. "Share of Consumers Changing Their Shopping Behavior to Trade down in Italy in 2024, by Generation." Statista, Statista Inc., 21 Jun 2024, https://www.statista.com/statistics/1497927/consumers-changing-their-behavior-to-trade-down-by-generation-it/
McKinsey & Company, Share of consumers changing their shopping behavior to trade down in Italy in 2024, by generation Statista, https://www.statista.com/statistics/1497927/consumers-changing-their-behavior-to-trade-down-by-generation-it/ (last visited November 18, 2024)
Share of consumers changing their shopping behavior to trade down in Italy in 2024, by generation [Graph], McKinsey & Company, June 21, 2024. [Online]. Available: https://www.statista.com/statistics/1497927/consumers-changing-their-behavior-to-trade-down-by-generation-it/
