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Gli italiani e la pasta

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Publié le

Indagine Settembre 2014

Publié dans : Alimentation
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Gli italiani e la pasta

  1. 1. Gli Italiani e la pasta Indagine Settembre 2014
  2. 2. Consumo di pasta frequenza di consumo; profilo dei consumatori (heavy, medium, light user); occasioni di consumo; abitudini, motivazioni e preferenze di consumo (tipi / formati di pasta consumati e preferiti) Acquisto di pasta abitudini d’acquisto (luogo e numero di marche fra cui si sceglie); peso dei vari driver d’acquisto (marca, prezzo, zona di produzione, ecc.) Obiettivi della ricerca Doxa ha condotto un’indagine demoscopica per AIDEPI (Associazione delle Industrie del Dolce e della Pasta Italiane) volta principalmente ad indagare il consumo e l’acquisto di pasta da parte degli Italiani. Più precisamente, sono state rilevate informazioni su:
  3. 3. • Per questa indagine sono state condotte 1.033 interviste personali (svolte presso il domicilio del rispondente) distribuite sull’intero territorio nazionale (Nord / Centro / Sud / Isole). • È stato intervistato un campione nazionale rappresentativo della popolazione Italiana adulta di 15 anni ed oltre. • La rilevazione è stata condotta col sistema Doxabus ® C.A.P.I. (Computer-Assisted Personal Interviewing) da un network nazionale di rilevatori specializzati in questo tipo di interviste, opportunamente istruiti e controllati. • Le interviste sono state realizzate nel periodo 15-28 Settembre 2014 Metodo della ricerca
  4. 4. Profilo popolazione italiana adulta Titolo di Studio Laurea Diploma Titolo inf. 13% 68% 19% Superiore Media Inferiore 55-64 a. 15-34 a. 45-54 a. 65+ a. 35-44 a. 25% 18% 14% 25% Età 18% Ampiezza centro < 10m. 10-100m > 100m 29% 49% 22% Classe sociale Genere 48% 52% 10% 42% 48% Area Geografica 27% 19% 20% 34%
  5. 5. RISULTATI
  6. 6. Consumo di pasta
  7. 7. 99% degli italiani consumano pasta Quasi la metà degli italiani (44%) consumano pasta TUTTI i giorni D. 1 - Innanzitutto, con quale frequenza lei mangia la pasta? Risponda pensando alle sue abitudini personali, non a quelle dei suoi familiari in generale. Base: totale popolazione italiana (15+ anni) frequenza di consumo 69% 29% 1% Heavy user (4+ giorni a settimana) Regular user (1-3 giorni a settimana) Light user (meno di 1 volta a settimana)
  8. 8. Profilo heavy user di pasta (4-7 giorni a sett.) Genere 51% 49% Gli heavy user di pasta sono maggiormente presenti al Centro / Sud Italia e nella fascia socio-economica inferiore della popolazione. Per il resto (osservando cioè «sesso», «età» e «composizione del nucleo familiare»), ben rappresentano l’Italiano medio, non evidenziandosi ulteriori scostamenti rispetto alla media nazionale. 11% 68% 21% Classe socio-economica familiare Superiore Media Inferiore Ampiezza nucleo familiare 17% 25% 25% 24% 8% 1% 1 persona 2 persone 3 persone 4 persone 5 persone 6+ persone Età 5% 12% 17% 16% 15% 17% 14% 4% 15-19 anni 20-29 anni 30-39 anni 40-49 anni 50-59 anni 60-69 anni 70-79 anni 80+ anni Area Geografica 20% 20% 24% 37%
  9. 9. Profilo regular user di pasta (1-3 giorni a sett.) Genere 42% 58% I regular user di pasta sono in prevalenza donne, residenti nel Nord Ovest, individui fra i 40 ed i 59 anni d’età, appartenenti a nuclei familiari di tre componente, di classe socio-economica superiore. 17% 14% 69% Classe socio-economica familiare Superiore Media Inferiore Ampiezza nucleo familiare 19% 28% 30% 18% 2% 3% 1 persona 2 persone 3 persone 4 persone 5 persone 6+ persone Età 4% 13% 14% 18% 19% 16% 10% 5% 15-19 anni 20-29 anni 30-39 anni 40-49 anni 50-59 anni 60-69 anni 70-79 anni 80+ anni Area Geografica 42% 19% 11% 28%
  10. 10. Consumo di pasta integrale/bio/gluten free 25% D. 11a- Le capita di consumare anche pasta integrale? D. 11b- Le capita di consumare anche pasta «bio»? D. 11c- Le capita di consumare anche pasta senza glutine? Base: totale popolazione italiana (15+ anni) 12% 6% integrale bio gluten free
  11. 11. Consumo di pasta integrale/bio/gluten free Analisi secondo sesso, età, area geografica e C.S.E. D. 11a- 11b- 11c 25 21 Base: totale popolazione italiana (15+ anni) 29 25 24 26 36 26 28 14 29 27 15 totale Uomini Donne 15-34 anni 35-54 anni 55+ anni NO NE CE S/I superiore media inferiore 12 11 13 12 15 9 15 20 15 4 16 14 3 totale Uomini Donne 15-34 anni 35-54 anni 55+ anni NO NE CE S/I superiore media inferiore 6 5 6 4 6 6 5 8 7 4 6 7 1 totale Uomini Donne 15-34 anni 35-54 anni 55+ anni NO NE CE S/I superiore media inferiore inte-grale bio senza glutine
  12. 12. Occasioni di consumo Principalmente a pranzo: D. 2 - In generale, lei personalmente mangia la pasta principalmente a ... D. 3 - Le capita di mangiare la pasta anche al di fuori dei pasti principali? Per esempio... Base: totale popolazione italiana (15+ anni) 71% Tot. consumo a pranzo 91% Sia a pranzo che a cena: 20% Tot. consumo a cena 28% Principalmente a cena: 8% Spuntino/aperitivo: 2%
  13. 13. Luoghi di consumo Solo a casa: D. 2 - In generale, lei personalmente mangia la pasta principalmente a ... D. 3 - Le capita di mangiare la pasta anche al di fuori dei pasti principali? Per esempio... Base: totale popolazione italiana (15+ anni) 46% Tot. consumo a casa 96% Sia a casa che fuori casa: 50% Tot. consumo fuori casa 53% Solo fuori casa: 3%
  14. 14. Piatto piccolo, medio o abbondante? D. 5- Generalmente, quanta pasta mangia? Base: totale popolazione italiana (15+ anni) 45% 44% 10% piccolo (meno di 80 grammi) medio (circa 100 grammi) abbondante (oltre 120 grammi) Razione media: 87 gr.
  15. 15. Consumo ultimi 2 anni 6% 71% 22% aumentato stabile diminuito A favore di: D. 6- Nel corso degli ultimi 2 anni, il suo consumo di pasta è aumentato, diminuito o rimasto stabile? D. 7- A favore di quali alimenti ha diminuito il consumo di pasta? Base: totale popolazione italiana (15+ anni) Base: hanno diminuito il consumo di pasta verdura 55% pesce 28% riso 23% carne 17% uova 8% formaggi 7% pane 4%
  16. 16. Formati di pasta preferiti pasta lunga a sezione tonda (spaghettivermicelli) pasta corta "lunga" come fusilli, rigatoni, garganelli, penne pasta corta "media" come pipe, conchiglie, ditali, orecchiette, mezze penne, mezze maniche pasta all’uovo in nidi o matasse (pappardelletagliatellefettuccine) lasagnereginette pasta con varie forme a fantasia (esempio: farfalle, ruote ecc.) pasta lunga a sezione rettangolare o a lente pasta lunga a sezione forata (bucatiniziti) D. 8a- Quali sono i suoi tipi/formati di pasta preferiti? Base: totale popolazione italiana (15+ anni) pastina per minestra Valori % 30 28 28 35 34 31 35 54 67 64 cannelloni (trenettelinguine)
  17. 17. Formato di pasta preferito in assoluto pasta lunga 5% 3% D. 8b- E tra questi, qual è il suo tipo/formato di pasta preferito in assoluto? Base: totale popolazione italiana (15+ anni) 38% 38% 6% 2% 8% pasta corta pasta all’uovo pasta con varie forme a fantasia pastina lasagnereginette cannelloni pasta lunga a sezione tonda (spaghettivermicelli) 76% pasta lunga a sezione forata (bucatiniziti) 13% pasta lunga a sezione rettangolare o a lente (trenettelinguine) 11% Base: tipo di pasta preferita  lunga pasta corta "lunga" come fusilli, rigatoni, garganelli, penne 59% pasta corta "media" come pipe, conchiglie, ditali, orecchiette, mezze penne, mezze maniche 41% Base: tipo di pasta preferita  corta
  18. 18. Condimenti per la pasta preferiti ragù di carne sugo di pomodoro fresco (ottenuto da pomodori acquistati freschi) carbonara aglio olio e peperoncino con verdure (zucchine, melanzane, ecc.) pesto alla genovese (basilico, grana, ecc.) amatriciana ai frutti di mare (cozze, vongole, ecc.) sughi a base di tonno sughi a base di pesce (salmone, gamberetti, sarde, ecc.) ai funghi conserva di pomodoro, pomodori in scatola, già pronto pasta in bianco (con olio o burro) formaggio (grana, gorgonzola, ecc.) sughi a base di panna (con prosciutto, piselli, ecc.) formaggi salsa ai 4 formaggi pesto alla siciliana (basilico, pomodoro, ecc.) pasta o pastina in brodominestraminestrone con pasta D. 9a- Quali sughi e condimenti preferisce abbinare alla pasta? Base: totale popolazione italiana (15+ anni) Valori % 14 20 19 19 18 18 33 33 33 30 29 27 27 24 27 31 40 61 59 besciamelle
  19. 19. Condimento per la pasta preferito in assoluto D. 9b- E tra questi, qual è il suo sugo/condimento preferito in assoluto? Base: totale popolazione italiana (15+ anni) 26% 23% 7% 6% 5% 5% 28% ragù di carne sugo di pomodoro fresco (da pomodori acquistati freschi) ai frutti di mare (cozze, vongole, ecc.) carbonara pesto alla genovese (basilico, grana, ecc.) conserva di pomodoro, pomodori in scatola, già pronto altri % totale «AL POMODORO» (fresco/conserva/in scatola): 28% con verdure 4 amatriciana 4 a base di pesce / tonno 4 ai formaggi 3 ai funghi 3 aglio olio e peperoncino 3 sughi a base di panna 2 pesto alla siciliana 2 pasta in bianco (con olio o burro) 2 brodominestraminestrone 1
  20. 20. Profilo d’immagine della pasta Soprattutto… italiana, facile da preparare e buona/gustosa. % d’accordo (Ʃ voti 8-9-10) 73 78 68 80 77 84 80 73 72 32 70 63 67 47 100 90 80 70 60 50 40 30 20 10 0 un alimento genuino mette tutti d’accordo un alimento sicuro e controllato facile da cucinare veloce da cucinare fa parte della fa parte della tradizio-ne tradizione italiana gustosa / buona nutriente / un pasto completo alimento sano dietetica stuzzica la fantasia in cucina leggera e digeribile conveniente / economica uso marche diverse per diverse occasioni è un alimento genuino piace a tutta la famiglia un alimento sicuro e controllato facile da cucinare veloce da cucinare italiana gustosa / buona nutriente/ un pasto completo D. 12- Le leggerò ora una serie di affermazioni sulla pasta. Per ciascuna frase dovrebbe esprimere il suo grado di accordo o disaccordo utilizzando un voto da 1 a 10. Base: totale popolazione italiana (15+ anni) è un alimento sano dietetica stuzzica la fanta-sia in cucina leggera e digeribile conve-niente / econo-mica uso marche diverse per diverse occasioni
  21. 21. Acquisto di pasta
  22. 22. abitudini d’acquisto 7% D. 15 - Quale delle seguenti affermazioni descrive meglio le sue abitudini d’acquisto della pasta? Base: Acquirenti pasta (15+ anni) luogo d’acquisto 86% 27% 9% supermercato / ipermercato negozi di alimentari discount D. 14 - E solitamente dove acquistate la pasta? Base: Acquirenti pasta (15+ anni) 44% 49% Tendo a comprare sempre la stessa marca Scelgo sempre fra le solite 2-3 marche, non di più Compro qualsiasi marca
  23. 23. Driver d’acquisto della pasta Soprattutto… marca, prezzo e promozioni % d’accordo (Ʃ voti 8-9-10) 62 59 59 48 23 28 39 15 18 39 100 90 80 70 60 50 40 30 20 10 0 marca prezzo promozioni / offerte speciali zona di produzione anche con farina integrale tipo di confezione formato della confezione pubblicità grafica della confezione trafilatura al bronzo D. 16- Quanto sono importanti per Lei personalmente gli aspetti e le caratteristiche qui sotto elencati, quando deve scegliere la pasta da acquistare? Mi dia una risposta per ciascun aspetto, usando una scala da 1 «per niente importante» a 10 «estremamente importante». Base: Acquirenti pasta (15+ anni)
  24. 24. 24 Milano Via B. Panizza, 7 - 20144 +39 02 481 933 20 www.doxa.it

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