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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 eight 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.TABLE OF CONTENTS
The drivers shaping consumer behaviour
Megatrends framework
Businesses harness megatrends to renovate, innovate and disrupt
Digital living
Half of Millennials prefer to spend their money on experiences
Gaming is the top activity across all generations
Targeted ads are the most important privacy concern
Millennials are the most cautious around more nuanced data sharing
Italians lag behind global respondents on all the top five trusted information sources
Only 27% of Italians say they will move back to in-person activities
Experience more
Gucci presents its brand to digital-savvy young consumers in a virtual space on Roblox
Real world activities are valued most across every generation
Socialising with friends, in person or online, is the top leisure activity
Relaxation and arts and heritage are the key features when choosing a holiday
Generational shift to in-person, except for Baby Boomers
Middle class reset
Coop Italia reaching out to middle classes with lower-cost premium brand fiorfiore
Bargain hunting is the driving force across generations
Selling second-hand items is the most frequent repurposing option
Italians are less keen on going to discount stores, buying second-hand or cutting back
Premiumisation
Simplification and curations are major drivers for consumers
Higher levels of research and brand engagement for Italian consumers
Value for money is the most sought-after feature across categories
Shifting market frontiers
Basanotto, made with traditional locally-sourced ingredients
Growing international brand presence on the Italian market
Localism most strongly evidenced amongst Baby Boomers
Shopping reinvented
Smartphones least popular payment method in nearly every category
Engaging with a company's social media is the standout
Other online engagements are broadly even across generations
Sustainable living
Enel seeks ambitious target of 736,000 EV charging points by 2022
Climate change is the top ethical issue for Italians
Reducing food waste is a priority in Italy
Political values influence buying behaviour
Biodegradable and recyclable packaging is seen as the most sustainable
Wellness
Ventura's new Difesa line of "enhanced" snacks boosting the immune system
Nutrition is the most important wellness solution
Italians focus on herbal remedies for reducing stress levels
Tech is less valued to support health activities compared with global
Taking health and safety precautions on leaving home is the top wellness action