Italian consumers tend to base their purchases on the quality of the item and the after sales service they will receive. Italians prefer packaging with clearly conveyed information. When given the choice, Italians prefer products ‘made in Italy’. Environmental criteria are less influential on decision-making. Novelty is welcomed, especially in the fashion sector.
Italian consumers are demanding of quality products, but are not very concerned with operating hours, frequent special offers, loyalty programmes or credit offers.Consumer Recourse to CreditThe Italian consumer has widespread recourse to consumer credit, with a growth of +14.2% (96.6 billion Euros) up to June 2007.Consumers Associations ACU, The Italian Association of Consumers and Users ADOC, The Italian Association for the Defence and Rights of the Consumer
Population in Figures
Total Population: 60,600,590
– Urban Population: 69.1%
– Rural Population: 30.9%
– Density of Population: 206 Inhab./km²
– Men (in %) 48.6%
– Women (in %) 51.3%
– Natural increase: -0.21%
– Medium Age: 42.0
– Ethnic Origins:According to the Italian National Institute of Statistics (ISTAT), the majority of the population is of Italian ethnic origin. Of the remainder, many are of German, French, Slovenian, Catalan, Albanian, Greek or Croatian ethnic origin.
Population of main metropolitan areas
Source: OECD, 2012 – Latest available data.
Life Expectancy in Years
Source: World Bank, last available data., 2009 – Latest available data.
|Distribution of the Population By Age Bracket in %|
|6 to 14:||
|16 to 24:||
|25 to 69:||
Source: United Nations, Department of Economic and Social Affairs, Population Division, Prospects 2010 – Latest available data.
|Total Number of Households (in million)||23.8|
|Average Size of the Households||2.7 Persons|
|Percent of Households of 1 Person||28.0%|
|Percent of Households of 2 Persons||20.9%|
|Percent of Households of 3 or 4 Persons||39.3%|
|Percent of Households of 5 Persons and More||11.3%|
Source: Trends in Europe and North America, The statistical yearbook of the Economic Commission for Europe 2008, UNECE., 2008 – Latest available data.
|Consumption Expenditure By Product Category as % of Total Expenditure||2011|
|Housing, water, electricity, gas and other fuels||22.7%|
|Food and non-alcoholic beverages||14.4%|
|Restaurants and hotels||10.3%|
|Clothing and footwear||7.5%|
|Recreation and culture||7.4%|
|Furnishings, household equipment and routine maintenance of the house||7.3%|
|Alcoholic beverages, tobacco and narcotics||2.8%|
Source: UN Data, Latest available data
|Information Technology and Communication Equipment, per 100 Inhabitants||2012|
|Main Telephone Lines||35.5|
|Cellular mobile subscribers||151.8|
Source: International Telecommunication Union, Latest available data
Main Principles of Advertising Regulations
- Advertising alcohol is allowed but not during time slots meant for children.
- Tobacco advertising and sponsorship of events is banned. For more information see European Commission
- Advertising medicines is allowed but under the control of the Ministry of Health.
Advertising of medical products is possible under market authorisation and if it is not a prescribed drug (link). Distribution of free samples is forbidden. Advertising should include the characteristics of the product and a promote a rational use. For more information visit the European Commission.
- Other Rules
- Comparative and misleading advertisement regulation in Italy is the same as that of the EU. For more information see the EU Directive about Unfair Commercial Practices and the EU Audiovisual and Media Services.
- Use of Foreign Languages in Advertisement
- The use of foreign languages is allowed.
- Organizations Regulating Advertising
- The Italian Government
The European Parliament