Megatrends in Italy
This Megatrends report highlights long-term trends resulting from shifts in consumer values and behaviour. It provides a summary of each of Euromonitor International’s 10 focus megatrends and insights as to how each trend has manifested in Italy.
Euromonitor's Megatrends 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 Megatrends 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.
- Scope
- The drivers shaping consumer behaviour
- Megatrends framework
- Businesses harness megatrends to renovate, innovate and disrupt
- Convenience
- Basko launches 1-hour bicycle delivery service
- Older consumers want a simpler life
- Consumers seek more flexibility
- Shoppers want to see what they buy
- Convenience drives e-commerce demand
- Cooking seen as an inconvenience by younger consumers
- Digital living
- MOD4 – a mobile game that connects the virtual world with real fashion products
- Video gaming is highly popular in Italy
- Consumers are protective of their personal data
- Millennials prefer online anonymity
- Product labels are the most trusted information source
- Consumers expect more online activity post-pandemic
- Diversity and inclusion
- Next Age – the EU’s first start-up accelerator targeting the silver economy
- Gen X are the most vocal on social media
- Young consumers feel they can change the world for the better
- Most Italians feel comfortable expressing their identity
- Older consumers pay the closest attention to company values
- Experience more
- FIAT reinvents the customer experience with metaverse showroom
- People now socialise more frequently online than in person
- Consumers covet relaxation and safety when travelling
- More people prefer real world to online experiences
- Personalisation
- City Lab Cosmetics offers customers tailor-made make-up and skin care solutions
- Gen Z are the most enthusiastic about virtual experiences
- Young consumers prefer unique experiences
- Premiumisation
- La Rosa dei Gusti opens pop-up shop to showcase its premium private label range
- Gen Z are the most individualistic cohort
- Italians generally lack confidence in their investments
- Consumers prioritise natural ingredients and high quality
- Pursuit of value
- Scalapay expands its BNPL offering
- Baby Boomers are the most frugal cohort
- Consumers express concern over the rise in living costs
- Italians are starting to embrace the circular economy
- Gen Z are the most eager to save money
- Shopper reinvented
- Automated convenience store concept Slipop offers round-the-clock shopping
- Gen Z are the most prone to impulse purchases
- Italians enjoy a mix of online and offline shopping
- Italy lags behind in s-commerce
- Gen Z interact most with brands online
- Sustainable living
- Planet Farms poised to build a new vertical farm
- Most are concerned about the impact of global warming
- Italians are strong on recycling
- Reducing food waste tops the list of green activities
- Italians are more likely than their global peers to boycott brands they don’t agree with
- Biodegradable packaging is considered the most sustainable
- Wellness
- Sognid’oro continues to innovate in functional herbal teas
- Massage is the most used stress-buster
- Millennials are the most active cohort
- People are concerned about health and safety when out and about
- Leverage the power of megatrends to shape your strategy today
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