Consumer Values and Behaviour in Italy

June 2025

This report visually explores everyday habits and behaviours which reflect consumers' beliefs and values, linking behavioural trends with purchase and consumption habits.

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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 values and behaviour in Italy
Italians say that expressing their identity openly with friends and family comes naturally
Older generations say that being active in the community is important to them
Italians like to try new products and services
Baby Boomers actively research the goods and services that they use
Consumers in Italy expect to work less than they do now
Younger generations say it is likely that they will experience an increase their finances
At home, consumers connect with friends or family virtually
Safe location - the most desired home feature
Consumers in Italy prefer to prepare meals for themselves
Consumers in Italy say that someone else in household typically cooks for them
Gen Z state that having meals delivered to their doorstep is a more hassle-free option
Italian consumers look for healthy ingredients in food and beverages
Older generations expect to establish their own schedule
Consumers in Italy primarily desire to ensure stability in employment
Italians say they uphold a division between their job and private life
Consumers in Italy prefer interacting with their friends virtually
Older generations pursue shopping as a pleasurable pastime
Consumers' top travel motivation - getting the most value for money
Older generations expect to have a relaxing time when traveling
Consumers in Italy walk or hike for exercise
Younger generations practise weight lifting/strength training
Italians are interested in massages to improve wellbeing
Consumers in Italy are worried about climate change
Consumers actively working towards greener and more sustainable practices
Consumers motivated to repair damaged objects instead of purchasing new ones
Consumers express their beliefs through various communication platforms
Consumers in Italy have a fondness for great bargains
Baby Boomers like to visit shopping malls
Italians endeavor to embrace a minimalist lifestyle
Younger generations regularly seek private label and low-cost products
Italians subscribe to digital platforms for streaming content
Consumers set to increase spending on health and wellness
Younger generations foresee increasing spending on education the most
Italians are concerned about their current financial situation
Gen Z sometimes rely on credit cards or account overdrafts to cover everyday expenses
Gen Z focused on saving more money in future
Italians are proactive in managing data sharing and privacy settings
Older generations state that tailored promotions utilizing their online searches are intrusive
Consumers employ messaging or communication applications
Older generations regularly access their financial accounts
Younger generations frequently make online purchases
Consumers show support for companies by following their social media updates
Younger generations help promote products by sharing their purchases online
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