Italian consumers are becoming more selective about how they spend their money, with health, quality and reducing waste increasingly influencing everyday choices. The 2026 Coop Report on Italian consumption and lifestyles describes a country where restraint is no longer simply a response to economic pressure – for many families, it has become a deliberate lifestyle choice.
About 65% of Italians say they have reduced consumption, while 28% of those cutting back say the decision reflects personal priorities rather than financial necessity. Avoiding waste is becoming an important value across generations and income groups.
