Italian consumer spending and grocery trends

Italian consumer behavior is undergoing significant changes due to inflation and rising food costs. According to the Coop Report 2026, there is a notable shift away from social dining, with 62% of respondents reducing how often they eat out and 38% opting for supermarket ready meals instead. Consumers are also becoming more fragmented in their shopping habits, visiting an average of over 11 different retail banners per year and moving away from bulk stockpiling toward frequent, convenience-based visits.

Dietary trends are also evolving toward healthier, sustainable options, such as the Mediterranean diet, with increased demand for vegan goods and kefir. Additionally, 74% of consumers now use AI to assist with purchasing decisions.

To manage rising expenses, households are adopting strategic shopping methods. Data from Istat indicates that 31.1% of families have limited the quantity or quality of their food purchases following a 2.5% increase in food and non-alcoholic beverage prices. Analysis by Altroconsumo suggests that choosing specific retailers and products can lead to substantial annual savings for families, couples, and individuals, provided they balance unit prices with consumption to avoid food waste.