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Report
Consumer Lifestyles in Italy
Market Direction I 2022-06-23 I 80 Pages I Euromonitor
Consumer Lifestyles offers valuable insights into key consumer attitudes and current thinking, and their impact on purchasing and consumption habits; quantifying behaviours, preferences and motivations and aligning them with broader trends in Italy.
Euromonitor's Consumer Lifestyles in Italy report analyses factors influencing national consumer expenditure. Consumer lifestyles reports include coverage of: population, urban development, home ownership, household profiles, labour, income, consumer and family expenditure, health, education, eating habits, drinking habits, shopping habits, personal grooming, clothing, leisure habits, savings and investments, media, communication, transport and travel and tourism. Use this report to understand the factors influencing a nation's lifestyle choices.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
* Get a detailed picture of the Consumer Overview market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market's major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.
Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.
Scope
Consumer Landscape in Italy 2022
Life priorities
Italians highlight time with their partners over other priorities
Italians like to dedicate time to their personal interests and activities
Italian consumers want curated and tailored experiences
Baby Boomers less concerned about tailored experiences than other generations
Price-conscious Italian consumers look for value over branded products
Innovative new products and services appeal to all generations
Home life
Italian households are highly connected with their friends and family online
Generation Z have high frequencies of home-based activities compared to other generations
Energy efficiency is the most coveted feature in the home to keep costs down
Eating habits
Restaurant food is much less popular than home cooking
Italian consumers prefer all-natural food products but expect superior taste
Flexitarian diets popular among all consumer segments in Italy
Most popular meal at the weekends is lunch
Younger Italians snack more between meals than older generations do
Working life
Italians want secure jobs that allow for a better work-life balance
Generation X more assertive in their desire for a more balanced life
Earning a high salary more important than job security to Generation Z
Starting a business and self-employment low on expectations in comparison to global
Younger generations have higher expectations of flexible working hours
Leisure habits
Generation Z are the most sociable generation online and in-person
Italians' love of shopping trumps other leisure activities
Nearly 40% of Millennials have regular monthly trips to the cinema
Local trips more popular as international travel curtailed
Arts and heritage is a key travel feature for Italians than for their global counterparts
Generation Z like to immerse themselves in local culture when they go on holiday
Health and Wellness
Participation in regular physical exercise seen as key to good health
Getting out and walking and hiking most popular form of exercise
Older cohorts more inclined than younger generations to go on regular bike rides
Italians focus on herbal remedies for reducing stress levels
Generation Z most actively engaged in stress-reduction activities
Sustainable living
Italians have most faith in recyclable labels
Baby Boomers are just ahead on trying to have a positive environmental impact
Consumers prioritise reducing their food waste well above global average
Italians have strong initiative to avoid buying new when they can repair items
Italians more likely than their global counterparts to share their opinions on social media
Older cohorts more adept at sharing their opinions on social media
Shopping habits
Italians focus on quality over quantity and locally-sourced products
Baby Boomers more focused on purchasing locally-sourced products and services
Friends and family recommendations not as influential as global average
Generation Z more likely to be influenced by friends and family
Convenience is the biggest motivation to use a subscription service
Millennials more enamoured by the convenience offered by subscription services
Consumers enjoy the see and try experience of in-store shopping
Baby Boomers more motivated to shop in-store than other generations
Expedited shipping much more likely to prompt Italians to shop online than globally
Baby Boomers more motivated to shop online for convenience, best prices and free shipping
Spending habits
Spending intentions on health and wellness products and services to remain buoyant
Generation Z way ahead on intentions to save money over the next 12 months
Technology
Italians not as active in managing their data sharing and privacy as global average
Generation Z most likely to share their data to receive personalised offers
Italians have high rates of smartphone ownership across all generations
Smartwatch and fitness wearables ownership below global averages
Online video gaming not as regular an activity in Italy compared to global average
Visiting health-related or medical sites highest amongst younger cohorts
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