In 2025, direct selling in Italy experienced a modest increase in value, reaching EUR2.9 billion - a 2% increase in current terms over 2024. This performance was set against a backdrop of slow economic expansion, with real GDP growth at just 0.6% for the year, while inflation remained moderate at 2%. Consumer confidence remained subdued, with the standardised index at -0.3 in 2025, reflecting a cautious consumer climate. Nonetheless, consumer expenditure as a percentage of GDP remained stable at

Vending in Italy in 2025 saw current value growth of 1%? in 2025. However, growth was constrained by the weak showing of other products vending, which experienced a value drop from EUR77 million in 2024 to EUR51 million in 2025, a decrease of 34% in current terms. This negative dynamic in other products vending stood in contrast to the stronger performances in drinks and tobacco vending and foods vending, which both recorded value growth in 2025. Drinks and tobacco vending increased from EUR587

In 2025, appliances and electronics specialists in Italy experienced 4% current value growth over the previous year, reaching EUR10.8 billion. This performance was notable given the broader regional context of low GDP growth—Italy's real GDP growth was just 0.6%—and subdued consumer sentiment, as reflected by a consumer confidence index of -0.3. Inflation remained moderate at 2%, which helped stabilise consumer spending. Larger retail chains sustained their competitiveness by investing in omnich

Retail in Italy demonstrated modest current value growth of 3% in 2025 to reach EUR349.9 billion. However, expansion lagged behind broader Western European patterns as constrained household budgets and low GDP growth limited discretionary spending. The environment is highly competitive and fragmented, with no dominant player and ongoing shifts in consumer loyalty towards value-focused formats such as discounters, which posted a 7% increase in sales in current terms, and retail e-commerce, which

Apparel and footwear specialists in Italy recorded value sales growth in 2025, reaching EUR20.3 billion. This represented a positive shift after a period of contraction in previous years. The current value growth rate in 2025 was 1%, indicating a modest but notable recovery compared to the declines seen in 2023 and 2024. However, the number of outlets decreased as high costs and economic challenges continued to impact smaller, independent retailers in particular. The Italian economic environmen

Discounters in Italy demonstrated a robust performance in 2025, recording an increase in outlets, selling space, and retail sales value. Value sales rose to EUR31.9 billion, up 7% in current terms compared to the previous year. This growth outpaced the broader economic context, as Italy’s real GDP growth was modest at 0.6% and inflation stood at 2%. Despite limited macroeconomic expansion, discounters thrived by capitalising on heightened price sensitivity among consumers who were impacted by ec

Supermarkets in Italy recorded a positive performance in 2025, showing growth in terms of number of outlets, selling space, and retail sales value. The retail sales value for supermarkets grew 4%in current terms over the previous year to reach EUR64 billion. This was a notable acceleration from the 2% growth seen in 2024, signalling that Italian consumers are increasingly turning to supermarkets for their grocery shopping needs. The main drivers behind this strong performance included the abili

Hypermarkets in Italy experienced a decline in value in 2025, with performance deteriorating as store size increased. This trend was directly tied to changing consumer preferences, with Italian shoppers showing a pronounced shift towards smaller and more proximity-oriented formats, viewing hypermarkets as increasingly obsolete. The year-on-year retail value dropped from EUR20.7 billion in 2024 to EUR20.4 billion in 2025, a decrease of 2% in current terms. Meanwhile, the broader economic environm

Convenience retailers in Italy demonstrated 2% current value growth in 2025, with sales rising to EUR17.9 billion. This performance was shaped by an ongoing shift in Italian consumer behaviour towards on-the-go lifestyles and a preference for convenience, digitalisation, and proximity-based shopping. The trend towards neighbourhood and proximity convenience stores was reinforced by consumers seeking ease in daily shopping, flexible hours, and speed. This drove continued growth in value despite a

Small local grocers in Italy delivered a positive value sales performance in 2025, reaching EUR18.9 billion and registering current value growth of 2% after a slight decline in the previous year. This performance stood out against a backdrop of economic uncertainty, where the real GDP growth was limited to 0.6% and inflation rose to 2%, both indicators of a subdued macroeconomic environment. Despite these challenges, Italian consumers continued to favour proximity-based store formats, supporting

Health and beauty specialists in Italy achieved robust current value growth in 2025, with value sales rising to EUR37.1 billion, up 4% from the previous year. This performance stood out positively within the wider retail environment, as the domestic market saw a revitalisation and demand increased for premium and niche offerings. The Italian economy posted only marginal real GDP growth of 0.6% in 2025, and inflation remained relatively subdued at 2%, suggesting that consumer sentiment, though sl

Home products specialists experienced a negative trend in 2025, with declines observed across outlets, selling space, and retail value. The total value for home products specialists stood at EUR30.8 billion, reflecting a marginal decline of 1% in current terms from the previous year. This contraction was driven by a combination of factors, including the end of tax incentives, economic caution among families, and a notable reduction in purchases of durable goods, which are seen as non-essential a

General merchandise stores in Italy delivered a positive performance in 2025. Sales rose from EUR2.8 billion in 2024 to EUR3 billion in 2025, representing current value growth of 5%. This result stood out in the context of a low real GDP growth rate of 0.6% and ongoing inflation at 2%, signalling that the channel captured spend despite a challenging macroeconomic environment. The improvement was driven almost entirely by variety stores, which continued to increase both the number of outlets and

Retail e-commerce in Italy continued to expand in 2025, with total sales reaching EUR40 billion, up 7% in current terms from the previous year. This positive trajectory, however, represented a slowdown from earlier, double-digit pandemic-era growth, signalling that retail e-commerce is entering a more mature phase. The moderation in growth was closely linked to economic pressures on consumer budgets, as households faced subdued real GDP growth of 0.6% and inflation at 2%, both limiting disposabl

Consumer Types can be a powerful tool to help companies better understand and appeal to their target markets. By going beyond typical demographic-based segmentation, such as age or gender, and grouping consumers based on shared traits and preferences, companies can better develop products and marketing campaigns that resonate with key customers.

In 2025, wipes in Italy experienced growth in value terms, with retail value reaching EUR329 million and rising by 2%. This increase was marginally stronger than the preceding year’s rise, indicating an ongoing consumer willingness to pay for hygiene and cleaning solutions despite subdued population growth and only modest consumer expenditure increases. While Italy’s total population continued to decline, falling to 58.9 million in 2025, and real GDP growth remained subdued at 0.5%, wipes maint

Menstrual care in Italy in 2025 continued its downward trajectory, reflecting both a long-term demographic decline and the impact of changing consumer behaviours. In volume terms, the market fell to 3.8 billion units, marking a year-on-year decline of 2%, while retail value also dropped to EUR549 million, down 0.4% in current value, from the previous year. This pattern contrasts with more stable or less negative trends in some Western European countries, where the shift to value-added and susta

In 2025, nappies/diapers/pants in Italy continued to face volume and value decline, reflecting a long-standing downward trend driven by demographic pressures. Retail volume reached 1.5 billion units in 2025, a decrease of 1% from the previous year, while value sales also dipped to EUR562 million, a reduction of 1%. These results positioned Italy as a market under more pronounced pressure than many of its Western European peers, where volume trends are similarly negative but not always matched by

Tissue and hygiene in Italy faced a period of transition in 2025, with overall retail value sales reflecting stagnation after years of robust expansion and signalling a moderation compared to recent strong value growth in the region. Intense promotional activity and increased competition from discounters, combined with pressure on household budgets and a shrinking population, have dampened prospects for significant value gains and made the landscape less attractive for volume-led strategies. Nev

Retail tissue in 2025 demonstrated relative stability in both volume and value, with total volume reaching 595,000 tonnes, up 0.2% from the previous year, and value at EUR1,977 million, a slight decrease of 0.4% year-on-year. This subdued performance occurs against the backdrop of a challenging consumer environment, as inflation increases, from 1% in 2024 to 1.5% in 2025, remained elevated in the food sector, curbing household spending and increasing price sensitivity. Promotional activities hav

In 2025, away-from-home tissue and hygiene in Italy achieved current value growth, although the pace moderated compared to the previous year. Value sales reached EUR611 million, up from EUR603 million in 2024, reflecting a growth rate of 1%. This increase is supported by continued momentum in the foodservice and travel channels, where product performance and sustainability credentials are increasingly scrutinised by buyers. The Italian context is marked by cautious consumer spending, with foodse

In 2025, rx/reimbursement adult incontinence in Italy experienced another year of decline, with volume reaching 162 million units, down from 171 million units in 2024, a decrease of 6%. The value of the category also declined to EUR79 million in 2025, compared to EUR80 million in 2024, reflecting a drop of 2%. This contraction is consistent with a multi-year trend of declining expenditure in the Italian national sanitary system’s reimbursement scheme, where both product and service quality have

The key drivers behind the growth are Italy’s rapidly ageing population—reaching 14.6 million people aged 65 and over in 2025—and shifting consumer attitudes. Increased awareness and reduced stigma around incontinence mean more consumers proactively seek out products to maintain their quality of life and social activity. Another notable factor supporting retail adult incontinence is the decline in medical treatment uptake due to long waiting lists, financial pressures, and inconvenience of healt

Surface care in Italy reached a value of EUR712 million in 2025, representing a 4% increase. However, this growth was characterised by varied performances within the category. Scouring agents, all purpose cleaning wipes, and dry electro-static starter kits emerged as key drivers, while demand for specialised products such as oven cleaners and wash and wax floor cleaners struggled. Multi-purpose cleaners maintained its status as the largest category, valued for its versatility across various surf