Italy

The effects of inflation and the general economic crisis are still evident In Italy in 2023. This is reflected in an increase in current value terms across all categories within cooking ingredients and meals in 2023. However, this is contrasted with…

Cough/cold remedies are set to see high single-digit growth in current value terms in 2023, with sales likely to benefit from a high number of cases of cold and flu in the 2023/2024 season. Furthermore, value sales will likely also be boosted by unit…

Despite a decline in the number of cards in circulation, credit cards in Italy registered dynamic growth in terms of both number of transactions and transaction value in 2023, continuing the trend of the previous year. This was driven by the growing…

In 2022, flexible aluminium/paper was continuing to gain share in the packaging of butter and spreads as it is perceived as an eco-friendly choice due to its recyclability and lower environmental impact. The aluminium also provides excellent barrier…

In 2022 and early 2023, dairy in Italy was particularly affected by price increases due to inflation. This has seen a drop in consumption in some categories, such as butter and spreads. This situation was aggravated by lower milk production in Italy,…

The enduring consumer preference for debit cards over credit cards continued throughout 2023, with the former accounting for the more than 10 times the value of the latter in terms of transactions. Such cards are easy to obtain in Italy, as well as…

Deodorants saw dynamic double-digit growth in current value terms in Italy in 2023. While most of the beauty and personal care products sales were primarily boosted by price hikes, deodorants stood out as it achieved positive growth in volume terms…

Sales of depilatories saw a positive performance in both volume and current value terms in 2023. Demand for these products was sustained by consumers continuing to return to their more active lifestyles, following the end of the pandemic, with 2023…

Dermatologicals is seeing steady single-digit growth in current value terms in 2023. Two of the most important product areas, topical antifungals and vaginal antifungals, are both seeing moderate growth in 2023, although this is largely due to…

Dietary supplements is set to see strong growth in current value terms in 2023. One major driver of this performance is the dynamic growth being seen in probiotic supplements in 2023, which is set to see the second consecutive year of double-digit…

Digestive remedies has been one of the most dynamic OTC categories with it being set to see high single-digit growth in current value terms in 2023. This is being fuelled by the dynamic performance of antacids, the largest product category within…

After two years of solid growth, direct selling experienced a decline in current value terms in 2023. However, performances varied within direct selling in 2023 with some categories continuing to perform well in 2023, but especially those with a…

Despite the easing of inflationary pressures in Italy over 2023, price increases and thus inflation rates remained high in the country. Therefore, price and value remained the most pressing concerns for many consumers when choosing to shop for their…

During the pandemic eating at home was a necessity with consumers working and studying from home and access to foodservice outlets being restricted. Food preparation and mealtimes represented important occasions for consumers to spend quality time…

Dishwashing in Italy saw strong growth doing the pandemic, but in 2023 sales continued to normalise as consumers continued to return to pre-pandemic routines, spending more time dining in foodservice channels and with friends and family, and less…

Sales of dog food recorded modest growth in retail volume terms in 2023 but this this was still relatively impressive given the economic challenges facing many owners and the impact of significant price rises on the market. The price increases seen…

In 2023, overall milk consumption is projected to see a slight increase in retail volume sales, led by goat milk, fat-free and semi skimmed shelf stable milk and fat-free fresh milk. However, fresh milk, overall, is set to continue to post a dip in…

Olive oil is an important part of the traditional Italian diet but the category has continued to see declining sales in retail volume terms in 2023, although elevated inflation and a sharp rise in prices has ensured the category has continued to see…

In the eggs category, 2022 was marked by a significant increase in production costs. This increase was mainly attributable to the rise in energy costs, production factors, and especially the surge in feed prices due to the outbreak of the war in…

Energy drinks is the big winner in 2023, with healthy off-trade volume sales – despite the inflationary pressures which are causing downwards dynamics across much of soft drinks as a whole. This positive performance is being driven by several…

Tourist visitor levels in Italy were seen to recover in 2023, despite global macroeconomic pressures such as high inflation and the rapid escalation of living costs. This is an improvement on previous years when the pandemic was preventing people…

Standard eye care is set to continue benefiting from the increasing amount of time consumers are spending in front of digital screens. Sales are expected to deliver steady growth in current value terms in 2023, with this being boosted by unit price…

Eyewear is expected to record low single-digit growth in current value terms in Italy in 2024. Growth is set to be supported by Italian consumers’ recovery in purchasing power. Indeed, most categories’ volume sales are expected to see growth on the…

Financial cards and payments performed well in Italy in 2023, both in terms of the number of cards in circulation and the value of transactions. Growth was underpinned by the growing trend towards cashless payments, even for smaller amounts, thanks…

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…

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…

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,…

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…

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…

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…

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…

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…

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…

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…

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…

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…

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…

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…

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,…

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…

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…

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…

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…

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…

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…

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…

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…

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…

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…

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…