Italian consumers shift spending toward retail and away from social dining

The Coop Report 2026 indicates significant shifts in Italian consumer behavior driven by inflation fatigue and lifestyle changes. A notable trend is the reduction in social dining, with 62% of respondents cutting back on eating out and 38% opting for supermarket ready meals instead.

Shoppers are increasingly fragmented, visiting an average of over 11 different retail banners per year. This frequent, smaller-scale shopping pattern challenges traditional retail loyalty programs. Data suggests consumers are moving away from bulk stockpiling in favor of more frequent visits to various stores based on immediate needs and convenience.

Dietary preferences are also evolving, with a rise in the Mediterranean diet and demand for healthier, sustainable options. Sales have surged for products such as kefir, plant seeds, and vegan goods, while demand for sugar and processed carbohydrates has declined. Additionally, 74% of Italian consumers now consult AI to assist in their purchasing and comparison decisions.