The relentless rise of inflation has significantly affected the purchasing habits of Italian households, resulting in considerable cuts to spending across various sectors. An extensive study conducted by the Centro di formazione e ricerca sui consumi (Crc) alongside Assoutenti revealed the stark reality facing families as inflation pressures their wallets more than ever before.
According to the findings, the average monthly spending of Italian households has risen nominally from about 2,560 euros per month in 2019 to 2,738 euros by 2023, registering nearly 7% growth. Yet, when considering inflation—recorded at 16.1% during the same period—this equates to a real decline of approximately 9.1% on consumption since pre-COVID times. These developments have compelled families to change their consumption behaviors drastically.
Last year's data indicated families had spent 0.7% more than the previous year; nevertheless, they purchased 0.4% less due to increased prices. Specifically, the food expenditure dipped by 8.6% compared to pre-pandemic levels, indicating a significant retraction of household spending power. Various categories displayed noticeable declines, with cooking oils and fats plummeting by 36% amid rampant inflation stimulated by the global crisis from the war in Ukraine. Fish and vegetable prices have similarly surged, leading to reductions of 22% and 21.5%, respectively.
Despite financial strains, certain items continued to see increased spending, as families remained steadfast about their devotion to coffee and tea, which saw expenditure rise by 12.7%. Interestingly, chocolates and sweets maintained stability, reducing only marginally by 0.4%. This duality captures the tension between economic necessity and ingrained habits.
The Crc's president, Gabriele Melluso, notes this shift goes beyond simple deprivation; rather, it reflects significant lifestyle changes. “The pandemic has weakened the incomes of millions, alongside skyrocketing utility bills and inflation overwhelming families between 2022 and 2023, forcing citizens to rethink their economic choices,” states Melluso.
The study underscored the rising popularity of discount stores, which are witnessing sales surging by 40% from 2019 to 2024 as consumers look for realistically priced options. Their choice is no longer based on brand loyalty but rather on price sensitivity. Shopping habits have rapidly evolved—with many opting for e-commerce platforms for clothing and other non-grocery items, driven by competitive pricing.
On the clothing front, household spending diminished by 16.5% over the five-year period, indicating similar frugality. The sector of home spending experienced even starker statistics—plummeting by 33% as families sought to navigate high energy costs, accentuated by recent global events. The housing market has been indirectly buoyed somewhat by various government initiatives such as redemption bonuses for home improvements, helping mitigate some expenditure on renovations.
Transport costs have also taken their toll on spending, as purchases, fuel costs, and maintenance fell to 15.8% less than prior levels. A decline was similarly seen within health-related expenses, dropping by 5%. Contrastingly, families have not shunned leisure entirely; spending on hospitality and recreational services has risen by 2.8%, reflecting the human desire to maintain some normalcy and enjoyment amid financial restructuring.
Reflecting on current trends, Assoutenti's research highlights not merely individual product adjustments but rather larger systemic changes influencing economic behaviors. “There is now increased emphasis on pricing dynamics and savings as primary factors steering consumer purchases,” Melluso elaborated. The driving force behind these shifts has fundamentally recast what it means to prioritize spending within Italian households.
Research findings also indicate behaviors heading toward the adoption of private labels—lower-cost products often seen as quality alternatives—as more shoppers prioritize value over brand prestige. The inclination to procure from discount stores is shedding light on the changing attitude as household budgets tighten.
While the future of consumption appears steeped in caution and restraint for the foreseeable future, such adaptation may forge new paths for businesses catering to these altered consumer expectations. The recent developments underline the depth of the challenge as inflation remains ever-present, compelling families to flux toward prudence as they carve out their economic identities.
Today, the essence of shopping for many Italian families embodies resilience, ingenuity, and adaptability—navigated by the compass of necessity against the backdrop of rising prices and persistent inflation. For those who once took certain staples for granted, the current environment marks both hardship and transformation, driving individuals to redefine what it means to shop within constrained means.