Italiano
Over the past five years, Italian consumer habits have undergone a significant transformation, driven by new lifestyles, social needs, and increasingly marked generational differences.
First of all, among the fastest-growing products are those linked to physical well-being and immediate gratification: plant-based ready meals, energy drinks, and coffee capsules are just a few examples. At the same time, the trend of creating enjoyable moments at home—such as the so-called “home aperitif”—is also becoming more established.
However, there’s another interesting aspect: shopping habits have become more rational. People are buying smaller quantities but more frequently. This shift reflects the need to better manage household budgets and reduce food waste.
Generation Z: between convenience and indifference to sustainability
A surprising trend concerns Generation Z (ages 12–27). Despite the global narrative portraying them as champions of sustainability, in Italy, 73% of young people—often from lower-income families—prefer products that offer immediate benefits and simplify everyday life. For now, environmental sustainability remains a marginal factor in their purchasing decisions.
Geography also influences food choices. In smaller towns, families continue to favor traditional grocery shopping, while in large cities, ready-to-eat and convenient products dominate—a trend driven by the prevalence of single individuals and the elderly.
Over 55: the fuel of consumer spending
The most active consumer segment is represented by those over 55. Two-thirds of mature households have a medium-to-high income and show increasing attention to product quality, health, and environmental impact. This group is emerging as a leading force in more conscious and responsible consumption—particularly in a future where childless households are expected to grow significantly.
A future of growing diversity
The data paints a picture of a country with increasingly diversified consumption patterns, where age, income, and geographic location play a decisive role in everyday choices. Understanding these dynamics is crucial to interpreting societal evolution and designing more effective, inclusive, and sustainable consumption and production policies.
Source: Il Sole 24h