PUBLISHER: Euromonitor International | PRODUCT CODE: 2133452
PUBLISHER: Euromonitor International | PRODUCT CODE: 2133452
Italy: Consumer Profile
Italy's population peaked at 58.9 million in 2025 and it is projected to fall to 56.2 million by 2040, a 4.6% decline. The defining forces behind this are record-low birth rates and one of the world's oldest populations. Italy's outlook is shaped by stagnant incomes and a stark north-south divide, and cautious, value-conscious but quality-loving consumers.
Euromonitor's Italy: Consumer Profile 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 Economy 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.
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TABLE OF CONTENTS
Scope
Key findings
Key drivers affecting consumers in Italy in 2025
How developments today shape consumer of tomorrow
Foreign migrants remain key to offsetting declining birth rates
Lack of exercise and poor diet taking their toll on the nation's health
Gen X set to be the focus of demand as they move into their retirement years
A shrinking population threatens to undermine Italy's workforce requirements
Opportunities for growth
Population crisis looming as fewer births will mean fewer households
Apartment living remains the most popular choice among Italians
Female empowerment creating a slow shift away from traditional households
Italian households becoming more connected as they embrace digital lifestyles
Most low-income households remain concerned about rising living costs in Italy
Baby boomers the big spenders as the focus shifts to health and wellbeing
The gender pay gap is set to wider while middle-aged consumers hold the wealth
North-south divide to remain as northern cities dominate spending
Key findings consumer survey
Gen Z demand quality while baby boomers look for all natural, local products
Budget restrictions continue to influence demand despite a strong focus on quality
Italians looking to take more responsible actions as climate change concerns grow
Most Italians lack confidence in their financial situation
Work-life balance is the key work priority for younger employees
Key takeaways
