Italy is witnessing a significant shift in consumer habits as sustainability becomes increasingly prioritized, particularly within the realms of furniture shopping and food purchases. A study conducted by Wallapop, which specializes in the resale of second-hand items, reveals growing interest among Italians for used furniture, especially popular among medium-sized urban centers.
According to Wallapop’s findings from December 2024, cities with populations between 50,000 and 150,000 are leading the charge. Notably, Vicenza has emerged as the capital for second-hand furniture purchases, followed closely by Bergamo and Cremona, thanks to their transaction volumes relative to population density. These insights spotlight how sustainability is not just a trend but is gaining traction across various demographics.
While smaller cities see active engagement, larger metropolitan areas still dominate overall transaction volumes. Rome leads this pack, boasting 1,752 transactions, followed by Milan's 893 and Florence with 335. The substantial numbers indicate how urban residents are adopting used furniture as part of their eco-friendly lifestyles.
When examining consumer preferences, the study highlights distinct inclinations toward different areas of home decor. Interestingly, kitchens, bathrooms, and outdoor spaces stand out as the three most searched home areas on Google, with modern aesthetics being particularly sought after. Milan, for example, takes the lead with 590 monthly searches for kitchen furnishings, reflecting the city’s design-forward ethos.
Shifting focus, another important player on the consumer stage is Generation Z, those born between the mid-1990s and 2010. Representing roughly 25% of the global population, this group is expected to constitute one-third of consumers by 2030. Notably, they have unique shopping behaviors heavily influenced by their status as digital natives. This generation oscillates between online and offline shopping experiences, cultivating informed purchasing decisions through research.
"Generation Z is extremely reflective and pondered about how, when and why they proceed with purchases," noted experts from Ipsos and Retail Institute Italy. Their calculated approach results from various factors, including rising prices and economic pressures, driving them to choose eco-friendly options without compromising on quality. They're also not shy about highlighting their desire for personalized shopping experiences.
When it involves food and grocery shopping, these trends persist. According to recent data, the total market value for grocery purchases online amounts to approximately €75.5 billion, with e-commerce making up 6% of this figure. Notably, 27.1% of Italian e-shopper households have recently ordered groceries online, showcasing growth of nearly 9% from previous years.
For this demographic, the grocery shopping experience is rooted not just in cost but also efficiency. Key factors influencing their choices revolve around delivery convenience, service logistics, and simplified purchasing processes. This focus on convenience has prompted companies to invest heavily in streamlining their e-commerce platforms.
Interestingly, bridging the gap between the physical store and the digital experience proves advantageous for many brands. With 88% of Italians consulting promotional flyers regularly, effective blending of digital and physical marketing strategies enhances customer reach. Consumers are drawn to promotions and flash sales, and by leveraging technology to integrate personalized marketing tactics, retailers have displayed improved performance metrics.
Brands are now discovering the benefits of utilizing digital channels, such as WhatsApp, to send personalized offers, including conditional discounts or rewards for customer loyalty. LINK Mobility has successfully implemented such strategies, reporting four times the return on investment (ROI) for digital flyers compared to traditional paper formats, highlighting how tech-savvy approaches resonate with modern shoppers.
Today's consumers are increasingly driven by experiences rather than transactional purchases. The desire for customization and engagement signifies the evolution of retail from product-centric models to customer-centric strategies. This approach encourages retailers to nurture greater connections with buyers, offering personalized experiences and diverse payment and delivery options.
Overall, the trends shaping 2025 highlight how sustainability, personalization, and digital innovation are influencing the retail and consumer landscapes tirelessly, paving the way for more conscious purchasing behaviors and transformative experiences.