Value sales of spectacles are set to increase in Italy in current terms in 2025. Growth is being driven by improving macroeconomic factors, with the annual rate of inflation having continued on a downward trend since 2022 and expected to be 0.7% in 2025. At the same time, salaries continue to increase, thereby boosting Italian consumers’ expenditure. Both spectacle lenses and frames are expected to contribute to growth in the category. In a recovering but still challenging economic environment,

Consumption of traditional tobacco cigarettes continued to decline in Italy in 2024, continuing the pattern seen throughout the review period. Younger generations are smoking fewer cigarettes compared to previous ones and this decline is expected to be even more remarkable in the forecast period. New generation products are in fact more appealing for younger groups of customers as well as for wealthier and more educated consumers. Traditional tobacco cigarettes are smoked more by older age group

Sales of tobacco in Italy increased in current value terms in 2024 although more moderately compared to previous year. Consumers suffered a decline in disposable income due to high inflation and geopolitical uncertainty triggered by the ongoing impact of Russia’s invasion of Ukraine, which led to rising electricity and heating costs. Nevertheless, smoking prevalence remained relatively high, especially among men. Italy’s ageing and declining population did, however, lead to a reduction in the nu

Spirits suffered a sharp decline in sales in both off- and on-trade volume terms in 2023, which was mostly due to price rises and the financial pressures being faced by locals due to an increase in the cost of living. Although sales of spirits declined slightly in total volume terms in 2024 the category’s performance was more stable with sales even reporting modest growth in on-trade volume terms. Spirits nonetheless saw polarised performances across the different categories in 2024. On one side

Following a significant decline in sales in total volume terms in 2023, alcoholic drinks saw a more stable performance in 2024, albeit sales still declined slightly. This improved performance was linked to the fact that prices stabilised through both the on- and off-trade in 2024, following the strong price increases seen in 2023, which provided a boost to volume sales.

Following a significant decline in sales in total volume terms in 2023, mostly due to the impact of inflation-driven price increases, beer saw a return to growth in 2024. This modest growth was due to several factors including price stabilisation, revitalised demand, especially through the off-trade, and a solid performance from domestic lager (including premium, mid-priced and economy). The category also benefited from the continued growth and development of non/low alcohol beer.

After seeing a significant decline in total volume terms in 2023, sales of wine stabilised in 2024 with the category seeing a slower rate of decline. Nonetheless, the ongoing decline in sales signals a significant shift in wine culture in Italy. Indeed, younger consumers are drinking less wine and when they do drink wine they are showing a preference for easy to drink, young and lighter wine varieties. In this context, still red wine, the second largest wine category in Italy, suffered the heavi

Value sales of eyewear are set to rise in Italy in 2025. Growth is set to be supported by a gradually improving macroeconomic context and the easing of cost pressures that have weighed heavily on the industry in recent years. While the broader consumer environment remains cautious, falling inflation, moderate GDP growth, and recovering disposable incomes are helping to lift sentiment, particularly around health-related and premium product categories. As a result, consumers are once again showing

Sales of cider/perry saw strong growth in off- and on-trade volume terms in 2024. This was due to a combination of factors, including the increasing mindful drinking trend, combined with cider/perry’s strong positioning as a lighter drink, which has proved particularly popular among younger consumers of a legal drinking age. Sales also benefited from ongoing investment in innovation, especially in terms of craft/artisanal cider/perry such as the popular L’Authentique French Cider brand. Finally,

Value sales of contact lenses and solutions are set to increase in Italy in current terms in 2025. The category has experienced a slowdown in volume growth in recent years, with the number of users stabilising at around 4 million, according to estimates from national industry players. This deceleration is largely the result of longstanding structural barriers that continue to affect the market. Both ophthalmologists and opticians tend to favour spectacles over contact lenses. In the case of opht

Sales of cigars and cigarillos continued to see a slow decline in retail volume terms in 2024. This was in part due to consumers becoming increasingly concerned about the long-term impact that smoking can have on their health and wellbeing. Another significant factor is that while a significant number of consumers still smoke younger generations are increasingly turning to next generation products such as e-vapour products and heated tobacco, with cigars and cigarillos often seen as old fashione

Value sales of sunglasses are expected to increase in Italy in current terms in 2025. The category is also set to return to volume growth during the year, thanks to Italy’s GDP being expected to grow by 0.7% in 2025 according to Euromonitor Consumers and Economics data. Private consumption is likely to strengthen, driven by low inflation and the continued recovery of disposable incomes and rising employment. In contrast to other eyewear products, sunglasses are not perceived as a medical device,

Next generation products have attracted significant demand in Italy, with younger consumers more interested in trying flavoured e-liquids, heated tobacco and other products. However, unlike traditional combustible tobacco products like cigarettes and cigars and cigarillos, tobacco specialists do not have the exclusivity to sell e-vapour products. This is being strongly debated with the government by lobbyists from both parties. Tobacco specialists in Italy operate based on licenses issued by the

Sales of RTDs saw robust growth in off- and on-trade volume terms in 2024. This growth was fuelled by investment in innovation, increasing demand from younger consumers, and the growing relevance of the mindful drinking trend which has led some consumers to switch from wine and spirits towards RTDs which have a lower alcohol content. Sales also benefited from the mixology trend with RTDs seen as a convenient and more affordable alternative to mixing cocktails.

Consumer Lifestyles provides valuable insights into the key attitudes and current perspectives of consumers, and how these influence their purchasing and consumption behaviours. It quantifies consumer behaviours, preferences and motivations, aligning them with broader trends.

In 2024, video games in Italy experienced solid value growth, with the appeal of gaming as a positive pastime and its connection to mental wellbeing playing a significant role. The expansion of gaming software outpaced that of hardware, with mobile and online platforms seeing increased activity. Notable trends included the merging of video games and traditional toys, a focus on well-known franchises, and the rise of e-commerce. Consoles remained divided, with manufacturers investigating digital

In 2024, traditional toys and games in Italy witnessed a marginal decline in value sales. Nevertheless, the growth of construction and games and puzzles was driven by factors such as strategy, nostalgia, and community building. The kidult trend, which sees adults seeking nostalgic experiences, had a significant impact on demand. E-commerce was the leading distribution channel, while the competitive landscape remained fairly concentrated among the leading players.

In 2024, toys and games in Italy saw a modest rise in value sales. Notable trends included the upsurge in video game popularity and the kidult phenomenon, with specialist stores increasingly targeting adult consumers. Collectibles, particularly limited edition, played a significant role, with e-commerce being a primary distribution channel. Market concentration was evident, with the top five companies holding a larger share of value sales.

Value sales of gardening in Italy decreased in 2024, facing a slight downturn due to extreme weather conditions. Severe spring floods in Emilia Romagna, caused by Storm Boris, submerged thousands of hectares of farmland, while an unprecedented drought in Sicily led to the near-complete drying of Lake Pergusa. Coldiretti, the National Confederation of Direct Cultivators and Italy’s largest farmers’ association, estimated climate-related losses to Italian agriculture at around EUR8.5 billion overa

Value sales of home furnishings decreased in Italy in 2024, following robust growth in 2023 that was supported by government renovation incentives. This value decline was particularly notable in sitting furniture, as the furniture bonus threshold was reduced from EUR8,000 to EUR5,000, prompting many homeowners to delay purchases. Similarly, sales of bedroom furniture also declined, with wardrobes having been aggressively marketed through bonus schemes during the previous years, leading consumers

Deodorants saw strong growth in value and volume terms in 2024, with deodorant sprays and sticks proving particularly successful. Deodorant sprays, in particular, are appreciated for their effectiveness and convenience, while sticks have gained popularity due to their ability to offer long-lasting protection without being sticky. On the other hand, deodorant creams have shown more moderate growth. This is due to the fact that consumers tend to prefer formats that are easier to apply and which ar

Depilatories saw moderate growth in value and volume terms in 2024. The category is facing strong competition from other hair removal techniques and professional services, such as waxing and advanced technologies such as laser treatments and epilation. More stable inflation enabled more consumers to turn to these alternatives that generally offer longer lasting results and which are therefore often preferred by consumers. Furthermore, volume sales of hair removers/bleaches declined in 2024 due t

Fragrances continued to see strong growth in current value terms in 2024, continuing on from the dynamic growth seen in the previous few years. The category is a driving force of sales of beauty and personal care in Italy and has become the new indicator of consumers' economic resilience. This phenomenon, previously known as the lipstick index, reflects the tendency of consumers to invest in fragrances as a form of personal gratification and a small luxury that is accessible even in periods of e

Hair care saw steady growth in current value and retail volume terms in Italy in 2024, albeit with mixed results across the different categories. For instance, on one hand, the demand for shampoos and conditioners and treatments increased in 2024, thanks in part to the growing attention to hair health and the search for natural and sustainable products. This trend was supported by the preference for specialised, high-quality products that offer specific benefits for different hair types. On the