Retail Preference Index Italy 2026: range drives an increasingly less loyal consumer

Dunnhumby has released the results of the seventh edition of the Retailer Preference Index (Rpi) Italy, the annual study that analyses consumer preferences and grocery retailers’ ability to build a value proposition capable of supporting growth over time.

The 2026 edition is based on responses from 2.000 Italian consumers, collected through an online questionnaire in May. Each participant evaluated three retailers they had visited in the three weeks preceding the research, for a total of 20 retailers analysed.

The picture that emerges is one of a market in transformation. Consumer trust has weakened and value for money is once again at the centre of purchasing decisions, but it does not only mean price. Italians are looking for a balanced combination of choice, simplicity, value for money and tangible benefits.

Range leads, but price matters again

Range is the most important preference driver of 2026, followed by the shopping experience. Loyalty and digital takes third place, while prices and promotions rises to fourth place after ranking last in 2025.

Attention to prices and promotions is increasing again, but this does not translate into a choice based exclusively on cost. To stand out, retailers must combine availability, freshness, breadth of offering and ease of purchase, building a clear and recognisable value proposition.

The retailer ranking

Esselunga retains first place in the Rpi Italy ranking 2026, followed by Coop. The main new development is Eurospin, which enters the top 3 after ranking sixth in 2025. Conad ranks fourth, while Mercatò enters the top 5, confirming regional retailers’ ability to compete successfully at national level.

The research also highlights a greater variety of retailers recognised by consumers for individual drivers. Iper La grande i leads for range, Pam for the shopping experience, Esselunga for loyalty and digital, Eurospin for prices and promotions and proximity, Conad for private label, and Aldi for environment and community.

Discount grows beyond price

The discount format now represents 25% of the Italian grocery market, six percentage points more than in 2015. In this scenario, Eurospin stands out not only for price, but also for range, private label and proximity. A broader offering that helps strengthen its ability to meet complete shopping missions and achieve a share of wallet of approximately 23% among its customers.

Loyalty is fragmenting

Loyalty to retailers is increasingly fragile. The average Italian consumer visits approximately five retailers per month, compared with four in 2021. 41% shop at at least five different retailers, while only 31% concentrate their spending at one or two retailers.

The data nevertheless show that loyalty can be cultivated. Effective loyalty programmes, digital services, proximity and a well-developed Mdd are the levers that have the greatest impact on the ability to limit cross-shopping and encourage continuity of purchase.

The comment

“In a market where preferences change rapidly and spending is spread across an increasing number of retailers, retailers must make clearer choices: define what they stand for, focus investment on the levers that generate value and translate these decisions into a consistent experience. The data show that there is no single winning formula: growth depends on the ability to understand one’s customers and build a distinctive proposition across multiple dimensions,” says Marco Metti, regional sales director of Dunnhumby Italy.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.