Italy: Consumer Profile

July 2023

Rapidly aging population and negative rate of natural change in Italy compensated by growing immigration and influx of refugees. Consumer trends and consumption patterns sparked by the pandemic are still observed in 2022, and consumers are increasingly concerned about the environment and social equality. Inflation and economic inequalities are putting pressure on consumers, making them more conscious about their purchasing decisions.

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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?
Download Table of Contents
Scope
Key drivers affecting consumers in Italy in 2022
How developments today shape the consumer of tomorrow
Key findings
Today 2022: L ate-lifers and seniors are becoming the key demographic segment in Italy
Today: Dwindling birth rates compensated for by migrants and refugees
Italian Baby Boomers are the least eager to engage with brands and companies online
Tomorrow 2040: Elderly will continue dominating the Italian consumer market
Tomorrow : Gen X will remain the largest consumer segment in 2040
Tomorrow : Declining population will result in shrinking Italian cities
Areas of opportunity
Case Study: Next Age – EU’s first startup accelerator targeting the “Silver Economy”
Today 2022: Childless households are becoming increasingly predominant in Italy
Despite decreasing household sizes, larger living spaces prevail among Italians
Energy-efficient homes remain highly desirable for Italian households
Tomorrow 2040: Child-free families and single elderly continue to dominate
Elder males will remain the main household decision-makers through to 2040
The elderly remain less digitally connected, while younger generations shape digital trends
Areas of opportunity
Case Study: Epicode School aims to accelerate the transition towards a digital economy
Today 2022: Growing income unable to compensate for booming cost of living
Middle-class Italian households hit by cost-of-living crisis
Gen Z and Millennials are most optimistic about their future spending potential
Tomorrow 2040: Middle classes will record expansion through to 2040
Tomorrow 2040: Senior population to continue dominating the top income band
Tomorrow 2040: Millan and Rome will remain the leading consumer markets in Italy
Areas of opportunity
Case Study: Coop Italia reaching out to middle classes with lower-cost premium brand
Key findings consumer survey
Younger generations have a more positive outlook on their future
Italians are not relying on government support as much
Italians are community-oriented and concerned about climate change
Work-life balance remains a top work priority across all Italian generations
Price remains important to Italians, but quality becomes increasingly more valued
Areas of opportunity
Case Study: Carrefour launches “Bio” premium and organic section in-store
Key findings
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