Most people have a preferred supermarket, but few buy from it exclusively.
Only 42% of Italians say they have a main supermarket chain for their shopping.
The remaining 59% shop at more than one chain: 54% have a preferred store but also use other retailers, while 5% switch frequently.
Loyalty exists, but it is flexible.
Supermarket choice is driven first and foremost by proximity to home or work (44%), followed by product quality (38%) and price (35%).
At the same time, consumers constantly compare offers: 71% say they always or often compare prices across supermarkets and discount retailers.
People remain loyal, but they continue to explore alternatives.
Supermarket choice is shaped primarily by practical considerations.
For those observing consumer behaviour, the message is clear: loyalty is not automatic.
It is a preference that lasts only as long as it continues to meet everyday needs.
