Table of Content

Consumer landscape 2021
Life priorities
Italians emphasise time with their partners over other priorities
Italians like to dedicate time to their personal interests and activities
Millennials most likely to set aside time for favourite activities
Italian consumers want curated and tailored experiences
Gen Z less likely to view car ownership as a status symbol
Price-conscious Italian consumers look for value over branded products
Innovative new products and services appeal to all generations
Home life
Keeping in touch virtually most frequent home activity
Italians are exercising more often at home than engaging in hobbies
Living alone gives rise to more virtual connections
Energy efficiency is most coveted feature in the home to cut costs
Gen Z rank outside space top of their desirable home features
Eating habits
Out of home food is less popular but ready meals considered convenient
Ready prepared food next best option for consumers when not cooking
Single occupancy households make the best use of ready meals
Italian consumers prefer all natural food products offering superior taste
Flexitarian diets popular among all consumer segments in Italy
Changing schedules result in only just over half eating at the same time
Younger Italians snack more between meals than older generations
Work life
Italians want jobs that give them more freedom to manage their lives
Flexibility in the workplace important for all generations
Priorities around health and safety at work growing among young
Starting a business low on expectations in comparison to global
Gen Z feel their work prospects are improved working abroad
Sustainable living
Climate and environmental concerns sway consumer preferences
All generations agree on trying to have a positive environmental impact
Consumers are prioritising reducing their food waste
Gen Z ahead when it comes to reuse and recycling
Consumers would rather avoid buying new when they can repair items
Gen Z more active when it comes to supporting green initiatives
Consumers want to buy from brands that support their values
Millennials more adept at sharing their opinions on social media
Leisure habits
Socialising online helps everyone stay connected in uncertain times
Over half of Baby Boomers regularly socialise online
Italians love of shopping almost as popular as meeting up with friends
Going to the cinema is enjoyed by all generations in Italy
Local trips become more popular as international travel curtailed
Shopping not a key feature for Italians when choosing a vacation
Getting away from it all and relaxing most important to Italians
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
Baby Boomers are eager to get on their bikes
Italians focus on herbal remedies for reducing stress levels
Sleep aids most popular amongst Millennials
Shopping habits
Italians focus on quality over quantity and locally-sourced products
Premium products preferred over all generations
Friends and family recommendations not as influential as global average
Gen Z more likely to be influenced by friends and family
Convenience is biggest driver to use a subscription service
Consumers enjoy the see and try experience of in-store shopping
Gen Z less concerned over seeing and trying and value immediacy instead
Best price outweighs other motivations to shop online
Price consideration impacts all generations when shopping online
Technology
Data sharing and privacy is a concern for over half of those surveyed
Gen X most likely to share their data to receive personalised offers
Italians have low ownership rates of portable gaming systems
Smartwatch and fitness wearables ownership below global averages
Online video gaming not as popular in Italy compared to global average
Visiting health-related or medical sites highest amongst Millennials