Italy’s grocery market is sending a clear signal: value wins.
According to the latest Mediobanca findings, Italy’s food retail sector is projected to grow by 4.3% in 2025, with discount chains leading both growth and profitability.
That should make every retailer pause.
Because this is not just a pricing story. It is a relevance story.
Discounters are succeeding by being crystal clear on what matters most to shoppers right now:
strong value, easy choice, trusted own-brand ranges, and consistent convenience.
For brands and retailers alike, the lesson is simple:
when consumers are under pressure, winning attention is not enough. You have to win justification.
At ELMA, we see the same dynamic across European retail markets: the businesses that cut through are the ones that communicate value clearly, consistently, and close to the point of purchase.
In a crowded market, clarity converts.
How are you seeing discount pressure reshape shopper marketing strategies in your market?