Consumer Lifestyles provides valuable insights into the key attitudes and current perspectives of consumers, and how these influence their purchasing and consumption behaviors. It quantifies consumer behaviors, preferences, and motivations, aligning them with broader trends.
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Overview:
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?
Scope
Consumer landscape in Italy 2026
Personal traits and values
Respondents look for ways to simplify their life
Time for work is a priority for Gen X
Consumers feel comfortable expressing identity with friends and family
Consumers enjoy experimenting with novel goods and amenities
Gen Z expect they will be better off financially
Personal traits and values survey highlights
Home life and leisure time
Exercise is a popular at home activity
Over half of consumers visit or update social media weekly
Italians looks for value for money when travelling
Home life and leisure time survey highlights
Eating and dietary habits
Consumers in Italy look for healthy ingredients in food and beverages
Gen Z are most likely to have someone else cook their meals for them
Gen Z are most likely to snack when watching TV
Baby Boomers are most likely to avoid eating meat or fish
Italians are willing to pay more for products with superior taste
Eating and dietary habits survey highlights
Working life
Gen X are keen to work with like minded people
Consumers want a job with a positive work life balance
Gen Z seek to receive good training
Consumers in Italy look for flexible start and finish times
Working life survey highlights
Health and wellness
Consumers in Italy walk or hike for exercise
Massage remains a popular stress-reduction activity among Millennials
Italians state that all natural is the most influential product feature
The majority of consumers regularly exercise
Health and wellness survey highlights
Shopping and spending
Consumers enjoy discovering good deals
Younger generations regularly buy themselves small treats
Gen X seek products with easy to understand labels
Gen Z say they often rent items for specific occasions instead of buying them
Consumers often sell used or second-hand items
Younger generations often make purchases through a social media channels
Consumers trust recommendations from friends and family
Consumers in Italy expect to spend more on health and wellness
Millennials say they depend on credit cards and overdrafts to manage their day-to-day costs
Shopping and spending survey highlights
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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