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Consumer Lifestyles in Italy

June 2022

Consumer Lifestyles offers valuable insights into key consumer attitudes and current thinking, and their impact on purchasing and consumption habits; quantifying behaviours, preferences and motivations and aligning them with broader trends in Italy.

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This report comes in PPT.


Consumer Lifestyle reports provide detailed snapshorts of the behaviours, attitudes and spending patterns of consumers in 40 countries. 

The Lifestyles reports offer valuable statistics and insights into key consumer traits and values, linking behaviour trends with purchase and consumption habits. Using lifestyles survey data, these reports quantify behaviours, preferences and motivations both now and in the future across specific consumer-related topics relating to how consumers live, shop, work and play in 40 markets. Analysis is also included on how Euromonitor’s 8 focus megatrends, the longer-term shifts in consumer attitudes and behaviour, are playing out in each of the 40 countries. Consumer lifestyles are constantly shifting. Understanding behavioural shifts is vital for businesses to stay competitive and adapt to in order to capitalise on new opportunities.

The Consumer Lifestyle in Italy report includes:

Lifestyles survey data and analysis on consumer values, behaviour and future expectations on topics such as life priorities, home and work life, ethical and health priorities and eating, leisure and shopping habits and use of technology. Consumer Megatrends covered are: Connected Consumers Ethical Living Experience More Healthy Living Middle Class Retreat Premiumisation Shifting Market Frontiers Shopping Reinvented

The Consumer Lifestyle in Italy report answers:

  • How is the consumer mindset in Italy changing? In Italy, what are consumer attitudes towards “green” and sustainable products?
  • What values influence consumers in Italy purchase decisions?
  • Where and how do consumers shop in Italy?
  • What health-related activities do consumers in Italy participate in?
  • What megatrends should I focus on in Italy (and why)?
  • How do I prioritize my investment? I operate in country x, which are the most important megatrends in that country?
  • My product chimes with the Healthy Living trend, what consumer behaviours do I need to consider for innovation planning?
Consumer Landscape in Italy 2022
Life priorities
Italians highlight time with their partners over other priorities
Italians like to dedicate time to their personal interests and activities
Italian consumers want curated and tailored experiences
Baby Boomers less concerned about tailored experiences than other generations
Price-conscious Italian consumers look for value over branded products
Innovative new products and services appeal to all generations
Home life
Italian households are highly connected with their friends and family online
Generation Z have high frequencies of home-based activities compared to other generations
Energy efficiency is the most coveted feature in the home to keep costs down
Eating habits
Restaurant food is much less popular than home cooking
Italian consumers prefer all-natural food products but expect superior taste
Flexitarian diets popular among all consumer segments in Italy
Most popular meal at the weekends is lunch
Younger Italians snack more between meals than older generations do
Working life
Italians want secure jobs that allow for a better work-life balance
Generation X more assertive in their desire for a more balanced life
Earning a high salary more important than job security to Generation Z
Starting a business and self-employment low on expectations in comparison to global
Younger generations have higher expectations of flexible working hours
Leisure habits
Generation Z are the most sociable generation online and in-person
Italians’ love of shopping trumps other leisure activities
Nearly 40% of Millennials have regular monthly trips to the cinema
Local trips more popular as international travel curtailed
Arts and heritage is a key travel feature for Italians than for their global counterparts
Generation Z like to immerse themselves in local culture when they go on holiday
Health and Wellness
Participation in regular physical exercise seen as key to good health
Getting out and walking and hiking most popular form of exercise
Older cohorts more inclined than younger generations to go on regular bike rides
Italians focus on herbal remedies for reducing stress levels
Generation Z most actively engaged in stress-reduction activities
Sustainable living
Italians have most faith in recyclable labels
Baby Boomers are just ahead on trying to have a positive environmental impact
Consumers prioritise reducing their food waste well above global average
Italians have strong initiative to avoid buying new when they can repair items
Italians more likely than their global counterparts to share their opinions on social media
Older cohorts more adept at sharing their opinions on social media
Shopping habits
Italians focus on quality over quantity and locally-sourced products
Baby Boomers more focused on purchasing locally-sourced products and services
Friends and family recommendations not as influential as global average
Generation Z more likely to be influenced by friends and family
Convenience is the biggest motivation to use a subscription service
Millennials more enamoured by the convenience offered by subscription services
Consumers enjoy the see and try experience of in-store shopping
Baby Boomers more motivated to shop in-store than other generations
Expedited shipping much more likely to prompt Italians to shop online than globally
Baby Boomers more motivated to shop online for convenience, best prices and free shipping
Spending habits
Spending intentions on health and wellness products and services to remain buoyant
Generation Z way ahead on intentions to save money over the next 12 months
Italians not as active in managing their data sharing and privacy as global average
Generation Z most likely to share their data to receive personalised offers
Italians have high rates of smartphone ownership across all generations
Smartwatch and fitness wearables ownership below global averages
Online video gaming not as regular an activity in Italy compared to global average
Visiting health-related or medical sites highest amongst younger cohorts

Buy Conumer Lifestyle overview reports to:

Gain a thorough knowledge of shifting consumer attitudes and habits and fill in information gaps to inform product/service development, market positioning and channel strategy.


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