Coop Report 2019: Italy at home, away, and in the cart

Rapporto Coop 2019
Michele Caprini
19 Sep 2019

From its debut, in 2006, the Coop Report is one of the most trusted documents about the real situation of Italy. 2019 edition was presented yesterday, in Milan. The resulting picture of the Nation is not surprising and does not comfort.

Italy does not start again

The first half of the year confirms the economic stagnation, and the GDP measures still swing around zero. This stagnation also regards earnings, that still cannot reach the pre-crisis trend. The decrease of the outlay is equal to -0,9% and the difference in monthly consumption between north and south does not seem to decrease: with an average of 10.000€ per year.

How to reach the end of the month? According to the Coop Report, families’ economic difficulties are clear, and the phenomenon seems to touch especially what once was called “middle class”. Lowered in number, in the last ten years, and suffering a clear decay in life conditions.

Albino Russo, director of Coop’s studies Office, states that half of the people claiming to belong to the middle class, are those who suffer problems in the management of family balance.

Between concerns and sustainability

Economy, work, immigration, and climate are the top four worries of our people, that among other European populations seem to win the medal of pessimism. It is explanatory, concerning this, the increase in firearm licenses by 13,8%, recorded in 2018.

On the contrary, it gets louder the interest in environmental themes. This has a clear repercussion on consumption preferences within every commodity sector, also the clothing sector. Sustainability regards also food, of course: 68% of consumers are favorable to an additional charge on disposable plastic products to discourage the purchase. Made in Italy products appear to be a safe harbor: still increasing, this time at +4,8%.


Regarding the GDO, the 2019 Coop Report highlights the overwhelming progression of discounts. In Europe, Nielsen data talk about an effect on the distribution by 18,2% in 2008, and by 23% in 2018.

The development of this segment combines with the reduction of superstores and supermarkets. In Italy, speed and intensity are even more marked: the number of discounts should reach around 24,6% (expected European average value: 26%) in 2023. Increasing by 30% between 2019 and 2023.

Eating out food consumption worth 83 billion euros overall. Also, convenience food and semi-cooked dishes are going well, proving the increasing disaffection in cooking. On supermarket shelves, instant-food has grown by 9,3% in a year.

Food delivery and restaurants

The Coop Report 2019, also, inevitably confirms the explosion of food delivery. Almost one in three Italian is interested in “away from home” and take advantage of Deliveroo, Just Eat and Glovo, using online and social channels.

93% of Italian cities with more than 50.000 residents are, at least with a resident in two, at riders’ range. Less population density areas remain more uncovered. Rome and Milan are, by far, the capital cities of the division. These two cities guarantee the vast majority of total incomes.

Home deliveries surely consume “take away” market shares, but don’t steal space to restaurants. In 2018 more than three-quarters of meals consumed away from home are consumed there, proving a common tendency in Europe.