Italy’s population peaked at 58.9 million in 2025 and it is projected to fall to 56.2 million by 2040, a 4.6% decline. The defining forces behind this are record-low birth rates and one of the world's oldest populations. Italy’s outlook is shaped by stagnant incomes and a stark north-south divide, and cautious, value-conscious but quality-loving consumers.
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Overview:
Consumer Profiles reports provide key insights into the country's consumer landscape and uncover related business opportunities in 40 countries.
The Consumer Profiles offer valuable statistics and insights into key consumer indicators, linking household size, age, income, and spending patterns to behavioral trends and consumption habits. Utilizing a wide range of socioeconomic data, these reports quantify behaviors, preferences, and motivations both presently and forecasted across 40 markets. Analysis also encompasses Euromonitor’s lifestyles survey results, alongside the examination of longer-term shifts in consumer attitudes and behavior, analyzing their impact within each of the 40 countries. Consumer profiles are constantly changing, influenced by both socioeconomic factors and behavioral changes. Understanding these shifts is imperative for businesses to maintain competitiveness and adapt in order to capitalize on emerging opportunities.
The Consumer Profiles in Italy report includes:
A high-level analysis of socioeconomic data, including insights on demographics, income and expenditure, households, and consumer lifestyles backed by both in-house statistics and survey data. It also provides a concise compilation of socioeconomic data, offering a snapshot of the consumer landscape today (2022) and in the future (2040). The report is also illustrated with relevant and actionable case studies
The Consumer Profiles in Italy report answers:
- How consumers in Italy are changing?
- What are key changes in Italy population, society and generational structure and how it is affecting businesses?
- What is the household structure in Italy and how it is changing consumer landscape?
- What are key income groups in Italy? What is the outlook for the future?
- Where consumers are spending the money in Italy?
- How is the consumer mindset in Italy changing?
- In Italy, what are consumer attitudes towards “green” and sustainable products?
- Where and how do consumers shop in Italy?
Scope
Key findings
Key drivers affecting consumers in Italy in 2025
How developments today shape consumer of tomorrow
Today 2025: Italy facing a population crisis as birth rate drops to post-war low
Foreign migrants remain key to offsetting declining birth rates
Lack of exercise and poor diet taking their toll on the nation’s health
Tomorrow 2040: Population decline set to accelerate despite increasing life expectancy
Gen X set to be the focus of demand as they move into their retirement years
A shrinking population threatens to undermine Italy’s workforce requirements
Opportunities for growth
Case study: Record-low births reshaping demand in Italy
Today 2025: Households without children on the rise as birth numbers fall
Population crisis looming as fewer births will mean fewer households
Apartment living remains the most popular choice among Italians
Tomorrow 2040: Single person households on the rise as couples as population ages
Female empowerment creating a slow shift away from traditional households
Italian households becoming more connected as they embrace digital lifestyles
Opportunities for growth
Case study: Coop Alleanza partners with VusionGroup to deliver digital solutions
Today 2025: Disposable income sees modest growth as cost of living rises
Most low-income households remain concerned about rising living costs in Italy
Baby boomers the big spenders as the focus shifts to health and wellbeing
Tomorrow 2040: Wealth will remain concentrated in urban areas
The gender pay gap is set to wider while middle-aged consumers hold the wealth
North-south divide to remain as northern cities dominate spending
Opportunities for growth
Case study: dm opens landmark 100th store in Italy
Key findings consumer survey
Gen Z demand quality while baby boomers look for all natural, local products
Budget restrictions continue to influence demand despite a strong focus on quality
Italians looking to take more responsible actions as climate change concerns grow
Most Italians lack confidence in their financial situation
Work-life balance is the key work priority for younger employees
Opportunities for growth
Case study: EuroVast invests in a more sustainable future
Key takeaways
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Gain a thorough knowledge of shifting consumer landscape and attitudes s and fill in information gaps to inform product/service development, market positioning and channel strategy.
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