Italians are shifting their consumption focus toward food and health, despite the slowing economy. In 2025, many Italians expect to increase spending on utilities (26%), healthcare (24%), and groceries (21%), while reducing spending on dining out, travel, and entertainment. The majority (88%) plan to use promotions to save on non-essentials and delay major purchases, including smartphones.

Italians are increasingly opting to cook at home, with a preference for traditional, healthy, and simple meals, particularly vegetables, fruit, and fish, while reducing consumption of cured meats, confectionery, red meat, and alcohol. This trend is especially noticeable among younger people (18-25), who show a greater interest in plant-based diets.

Higher-income households are set to spend more on food, while lower-income families may reduce their intake of healthier foods. These families are more likely to buy private-label goods (29%) or shop at discount stores (24%).

Despite challenges like rising costs and shifts in consumer behavior, the Italian food and beverage sector is expected to see a 1.3% increase in packaged goods sales. Companies are focusing on improved supply chain management and AI integration. Additionally, many managers are prioritizing investments in employee training and welfare policies.

The forecasts for 2025 were based on surveys conducted in December 2024, polling 1,000 Italian adults and 670 market experts.