A Study on changing consumer

preferences in Italy :

Consumer choices in Italy are influenced by various factors, such as

values, beliefs, lifestyles, habits and trends. According to
Euromonitor¹², some of the key consumer megatrends that are
shaping the Italian market are: **Connected Consumers**, who use
digital technology to access information, entertainment and social
networks; **Ethical Living**, who care about the environmental and
social impact of their consumption; **Experience More**, who seek
memorable and immersive experiences over material possessions;
**Healthy Living**, who prioritize their physical and mental well-
being and adopt healthier lifestyles; **Middle Class Retreat**, who
face economic challenges and seek value for money and
convenience; **Premiumisation**, who aspire to higher quality and
luxury products and services; **Shifting Market Frontiers**, who
explore new markets and opportunities beyond their borders; and
**Shopping Reinvented**, who embrace new ways of shopping, such
as online, mobile and subscription-based models.

These megatrends reflect the changing consumer mindset in Italy,

which is also influenced by demographic, cultural and social changes.
For example, Italy has an ageing population, which creates new
needs and preferences for older consumers³. Italy also has a strong
tradition of 'Made in Italy' products, which are associated with
quality, craftsmanship and authenticity⁴. However, consumers are
also open to innovation and new offerings that meet their evolving
expectations and values. Therefore, businesses that want to succeed
in the Italian market need to understand the consumer behaviour
and adapt to the changing consumer choices in Italy.

'Made in Italy' products:

The 'Made in Italy' label is a symbol of quality, craftsmanship and

authenticity that distinguishes Italian products from others.
According to Wikipedia⁴, the 'Made in Italy' brand has been used
since 1980 to indicate the international uniqueness of Italy in four
traditional industries: **fashion, food, furniture and mechanical
engineering**. These industries are also known as the **Four A** in
Italian: **Abbigliamento** (clothes), **Agroalimentare** (food),
**Arredamento** (furniture) and **Automobili** (automobiles).
The 'Made in Italy' products are valued for their design, innovation,
style and excellence, as well as for their cultural and historical
heritage. According to madeinitaly.org¹, the 'Made in Italy' products
that can be certified now range from fashion accessories and more
complex manufactures like shoes and handbags to furniture (chairs,
tables, flooring, armchairs, lighting) and food, from lingerie, wedding
dresses and cosmetics to toys, religious objects, taps and fittings and
many more. The 'Made in Italy' certification is the only one that
guarantees the product authenticity and the entire production cycle
taking place in Italy. The 'Made in Italy' products are highly
demanded and appreciated by consumers all over the world, who
recognize their value and uniqueness.

Customer choices on food and cuisine in Italy:

Food and cuisine are important aspects of Italian culture and identity,
but they are also subject to change due to various factors, such as
globalization, health awareness, environmental concerns and social
influences. According to RAND¹, consumer behaviours and attitudes
to food are changing in the UK and other countries, and some of the
main trends are: **increased demand for ethical and sustainable
produce**, such as organic, fair trade and animal welfare products;
**increased consumption of food from outside the home**, such as
takeaways, delivery services and eating out; **increased use of
digital technology** to access information, entertainment and social
networks related to food; and **increased gap between dietary
guidelines and actual consumption**, as people still eat too much
saturated fat and not enough fruit, vegetables and fibre. These
trends may also apply to Italy, where consumers are becoming more
aware of the impact of their food choices on their health, society and
the environment. However, consumers may also face some
challenges and barriers to change their food habits, such as cost,
availability, convenience, marketing, food environments and food
system actors. Therefore, it is important to understand the drivers
and influencers of food consumption in Italy, as well as the
interventions that can influence food consumption practices.