Italy

Retail value sales of luxury goods in Italy are set to increase by 10% in 2023 in current terms to stand at EUR31.6 billion. The resumption of work, shopping, and travel activities has propelled the growth in sales. As people returned to their…

Hotels have seen a strong recovery in 2023 although the recovery has been at different speeds between the different categories, with the recovery certainly being driven by an increase in average daily rates (ADR). The exception to this is hotel…

2023 was a good year for limited-service restaurants in Italy with the category seeing an increase in the number of outlets, while also seeing healthy transaction growth in value and volume terms. This positive trend was seen both in independent as…

Demand for laundry care products continued to fall in Italy in 2023, as consumers maintained the less rigorous washing and sanitation regimes practised pre-pandemic. Reduced anxiety over catching the virus, along with rising electricity costs and…

Sales of large cooking appliances took off during 2021 with the increased time being spent at home encouraging consumers to invest in home improvements. Unable or unwilling to visit foodservice outlets or go on holiday some consumers took the…

Juice is also seeing an off-trade volume slump in 2023, with a better performance witnessed in on-trade channels. Juice is a very mature category in Italy, which adds another challenging factor to other obstacles affecting the sales of juice (and…

Jewellery performed well in Italy in 2023 despite a high rate of inflation and an increase in prices, especially for fine jewellery, which saw stronger growth than custom jewellery in both volume and value terms during the year. In fact, the…

Jeans is expected to see a low single-digit growth in retail current value terms over 2023, to return to the 2019 pre-Coronavirus (COVID-19) level. Jeans started to recover in 2021, having suffered a downturn with the pandemic, as Italians limited…

This report provides insights into product innovation in Italy, analysing data from Euromonitor International’s Innovation Platform. The report covers the food and beverage categories, showing the level of new brand and sub-brand launch activity.

This report provides insights into product innovation in Italy, analysing data from Euromonitor International’s Innovation Platform. The report covers the beauty, health and home categories, showing the level of new brand and sub-brand launch…

Car sales in Italy have been slowing down for various reasons, including an increase in long-term rental and growing use of rental apps as consumers adopt a car-as-a-service attitude, and more people spending longer periods at home for working and…

The COVID-19 crisis and the significantly increased amount of time that Italians were forced to spend at home considerably bolstered consumers’ digital engagement. People turned to digital devices for work, study, shopping, entertainment and…

Ice cream remains in a small negative volume slump in Italy in 2024, albeit with sales improved from 2023. Meanwhile, value is better supported by inflated prices. The overall negative performance is being affected by a slump in take-home ice cream,…

Although more stable than in the previous year, inflation rates still remained high in Italy in 2023 with the price of food and other grocery and non-grocery items continuing to rise. In the context of high inflation, hypermarkets continued to…

In packaged cakes, there is a growing demand for products that both satisfy the need for indulgence while still being considered a healthy eating option. In this context, Italian consumers are looking for low fat and low sugar cakes and that are rich…

The strongest trend in health and wellness soft drinks in Italy in 2022 concerned the development of low sugar and no added sugar soft drinks. This was linked to the growing media attention on Italy’s rising obesity rate and the health risks…

The pandemic adversely affected consumption of snack bars with these products having fallen out of favour as consumers spent more time at home, but with the return to normal life in 2022, sales also returned to growth. Convenience and taste were at…

The COVID-19 pandemic had a significant impact on consumer purchasing behaviour when it came to hot drinks. Indeed, trends such as the increased focus on preventive health, which developed in 2020, remained quite relevant in 2022, with this being…

Healthy and sustainable food is a topic of primary importance for many Italians, who not only want to improve their own health but also contribute towards improving the health of the planet. The growing interest in vegan butter and spreads is…

Organic products came to the fore in several categories within cooking ingredients and meals in 2022. As demand has risen retailers’ shelves have become increasingly crowded with organic products with many stores creating specific areas of their…

Renowned Italian coffee brand Lavazza made a significant contribution towards sustainability with the launch of its first-ever carbon-neutral flexible aluminium capsules for fresh coffee pods compatible with Nespresso Original machines. By combining…

The performance of hot drinks in Italy in 2023 is being strongly affected by inflationary pressures. Within this context, volume sales are sluggish while value sales are supported by rising unit prices. In addition to inflationary pressures, coffee…

Hosiery continued on its way towards recovery in 2023, after the steep decline in retail volume and current value sales recorded in 2020. The recovery started in 2021 and continued throughout 2022 as the Coronavirus (COVID-19) pandemic gradually…

Homewares saw stable growth in current value terms in 2023, buoyed by several contributing factors. Italy’s expanding middle class and increasing urbanisation have led to a growing demand for homewares as more people seek to create comfortable and…

In recent years, there has been a growing focus on the importance of the quality and duration of sleep for people’s health and wellbeing, which has been reflected in popular books and the mainstream media. Research has included studies that have…

Home products specialists saw healthy growth in current value terms in 2023 albeit this was largely due to the impact of inflation rather than a significant increase in demand. Consumers continued to invest in their domestic spaces in 2023 with this…

Sales of home laundry appliances have continued to decline in retail volume terms in 2023, after a steep decline in 2022. This is in part due to high interest rates which have made it more difficult for consumers to buy a new home, as well as making…

The increasing frequency of high temperatures and periods of prolonged drought, followed by heavy showers, is believed to have encouraged the spread of insect infestations in Italy during the review period. In addition to the usual infestations in…

Home improvement in Italy experienced slower growth in current value terms in 2023 compared to the previous year. This downward trend was largely influenced by Italy’s popular 'Superbonus 110%' scheme, introduced in 2020, which offers homeowners a…

Italians are passionate about outdoor cooking and grilling and enjoy using barbecues throughout all seasons. Despite seasonal fluctuations, the market peaks in spring, particularly around Easter, with summer close behind due to national holidays and…

Laundry care is one of the largest (in terms of volume) and fastest-growing categories within home care in Italy, with sustainability a key trend in this product area in 2022, as Italian consumers continued to move towards “green” products that used…

Value growth in home care in Italy in 2023 was primarily supported by high inflation, bringing up unit prices as volume sales slowed or declined. Though pandemic-related fears of virus infection through surface contact have waned, Italian consumers…

Italian consumers make considerable use of audio content, from audiobooks to podcasts to listening to music. In recent years, podcasts have seen staggering growth in consumption thanks to the fact that several platforms, such as Spotify, have…

Home and garden saw slower growth in current value terms in 2023 compared to the previous two years, with this being driven by a combination of factors. Economic uncertainty and inflation played a significant role, leading to an increase in list…

Herbal/traditional cough, cold and allergy (hay fever) remedies is expected to benefit from another tough flu season in 2023-2024, with cases expected to be higher than pre-pandemic levels again. This should boost sales of herbal/traditional cough…

The health and wellness industry continues to grow in importance post-pandemic as consumers become more aware of the negative health impact of processed foods, seeking healthier foods and beverages from a range of claims such as natural, organic,…

Health and beauty specialists saw moderate growth in current value terms in 2023, although this was largely the result of price inflation rather than an increase in demand. When it comes to pharmacies small and independent players account for most…

Sales of headphones in Italy are benefiting from the growth of the sports and health industries. As consumers increase their participation in regular sports and physical exercise, they are making greater use of headphones on the go, particularly…

Hair care experienced robust growth in current value terms in 2023, with this being driven by significant price hikes across all categories. This surge can be attributed to inflationary pressures, which prompted major brands to raise their selling…

Gum in Italy continues to achieve positive value and volume sales in 2024. Notably, gum consumption is strongly related to an out-and-about, sociable lifestyle, whereas such activities were curbed during the era of the pandemic restrictions and…

General merchandise stores recorded dynamic double-digit growth in current value terms in 2022 with department stores and variety stores both seeing elevated sales. This performance was backed by a renewed sense of optimism as concerns around the…

Gardening in Italy saw a significant decline in sales in 2023 which was in part due to the erratic weather which was linked to the impact of climate change. The country experienced severe droughts followed by heavy rains, creating a challenging…

Full-service restaurants continued on the path to recovery after the pandemic with the category seeing an increase in the number and value of transactions, although the number of outlets continued to decline. Eating out at full-service restaurants is…

In 2023, fruit growers faced numerous challenges related to climate change. For example, severe flooding affected many growing areas in regions in the central north such as Emilia-Romagna, which lost a large part of its cherry crops. This situation…

After the negative events that characterised 2022, including the war following the Russian invasion of Ukraine and high rates of inflation, retail volume sales of fresh food started to grow again in Italy in 2023. Italian consumers continued to…

Sales of fragrances saw a quick recovery returning to pre-pandemic levels by the end of 2022 in both value and volume terms. Fragrances continued to show a similar trend in 2023 with double-digit growth in current value terms as well as steady growth…

Footwear is projected to see healthy, if slower than in 2021 and 2022, retail current value growth and a slight, and similarly slower, retail volume increase over 2023. This is set to enable footwear to slightly exceed its 2019 pre-pandemic retail…

During the height of the pandemic, consumers were seen to be stuffing their homes with a wide range of food preparation appliances. With foodservice operations disrupted many consumers looked to recreate their favourite dishes at home. Furthermore,…

In 2023, the consumption of fresh fish continued to grow in terms of volume. There are several reasons behind this trend. Prominent amongst these is the health and wellness trend, with more and more people becoming aware of the beneficial effects of…

Value sales of fine wines/champagne and spirits are set to grow by 12% in current terms to total EUR1.3 billion in 2023, boosted by consumers’ appetite for experiences and enjoyment after the pandemic. Entertaining and socialising with friends is a…