Italy consumer trends: Coop Report reveals economic strain and burnout

The 2026 Coop Report on Italian consumption and lifestyles reveals a nation under significant pressure due to geopolitical instability, economic difficulties, and rising inflation. The study highlights a growing sense of fatigue among Italians, with 30% of respondents nearing burnout and 37% describing a daily life of constant struggle.

Economic constraints are fundamentally reshaping consumer habits. Many families are prioritizing essential spending on food and health while cutting back on leisure activities such as dining out and entertainment. There is a notable shift toward more frugal behaviors, including a preference for plant-based products, the use of private labels to protect purchasing power, and a growing cultural trend toward ‘non-consumption’ or reducing unnecessary purchases.

Furthermore, the report notes a decline in alcohol consumption, particularly wine sales in large-scale distribution, as consumers increasingly link dietary choices to personal well-being. While some reductions in spending are driven by necessity, a significant portion of the population is choosing to limit consumption as a matter of personal responsibility and sustainability.