Shopping remains a central moment in the daily lives of all of us and, despite the advance of online commerce, the majority of families continue to prefer direct contact with the products and the possibility of personally choosing the foods to put on the table. But which are the most popular supermarkets?
The investigation tells the story Altroconsumowhich involved over 22 thousand consumers. Between traditional supermarkets, discount stores and local brands, a clear picture of Italians’ preferences emerges: what they are looking for, what they appreciate and which chains have managed to really win them over.
The study analyzed various aspects of customer satisfaction: from the assortment to the quality of the products, from the convenience of prices to the care of the points of sale, up to the waiting times at the checkouts. National chains, discount stores, local brands and online shopping services were evaluated, with scores ranging from 0 to 100.
The factors that most influence satisfaction were found to be the convenience of prices, the overall quality of the products and that of own-brand products, increasingly appreciated by consumers for their quality-price ratio.
The most popular traditional supermarkets
The results reserve a surprise: in first place for popularity we find NaturaSì, the chain specializing in organic and natural products, a clear signal that Italians are becoming increasingly attentive to the quality and sustainability of products. It is no longer just about saving or convenience, but about choosing healthy foods, often with a short supply chain, and points of sale where you can also find something more particular than what is offered by classic supermarkets.
The success of NaturaSì demonstrates how spending is changing: consumers reward the quality and care with which food is selected, even at the cost of spending a little more.
But let’s now discover the complete ranking:
Each brand has its strengths. Esselunga maintains its lead for efficiency, order and reduced time at the checkout. Ipercoop and Coop stand out for the quality of fruit, vegetables and own-brand products. While NaturaSì, as already mentioned, conquers the top thanks to its attention to organic and sustainable products, aspects that are increasingly relevant for consumers.
And what about local signs?
The ranking of local brands
On average, local realities obtain the most positive opinions. Out of 40 brands analysed, almost one in three achieves excellent quality. Customers appreciate the proximity, the helpfulness of the staff and that feeling of familiarity that large chains struggle to offer.
This is the ranking in order of appreciation:
DEM is positioned just one point behind NaturaSì, a notable result for a regional brand. In several cases, these companies also stand out for their convenience and targeted promotions.
Online shopping
Although marginal, online shopping records high levels of satisfaction. Those who use it appreciate the ease of use of the sites, the quality of the products delivered and the punctuality of the service.
The best services are offered by:
Even the alternatives to the supermarket are resisting
When they don’t go to the supermarket, Italians choose more traditional channels. 39% buy bread, milk and cured meats in neighborhood shops. 33% frequent local markets and fruit and vegetable shops, especially for fruit and vegetables perceived as fresher. Butchers and fishmongers maintain 22% of regular customers.
Growing, although still marginal, are the organic and short supply chain channels (11%) and the shops selling typical products (8%).
