Italian Zoomers Tighten Their Belts in Search of Well-Being

Frugal by choice and hedonistic by vocation, Italian Zoomers would go shopping less frequently than the national average (150 times a year compared to 198) and with a lower value of the receipt (21 euros compared to 22), to go to the restaurant more often (+35% compared to the average) and to afford high-protein products and personal care products (respectively +41% and +24%). This is confirmed by a study on the habits of Zoomers conducted by YouGov and based on the analysis of purchases of consumer goods made by a representative panel of 15 thousand Italian families. Furthermore, despite having a limited budget in 55% of cases, 38% of those belonging to Generation Z (born between 1997 and 2012) would travel for leisure between two and three times a year while 18% would dedicate at least 7 hours a week to video games.

Prone to experimentation, sensitive to ethics and attentive to the environment, Zoomers would also prefer ethnic foods (+28% compared to the average), fair trade or organic products (respectively +22% and +16%) and green packaging (+24%). The most popular categories among Gen Z buyers would also be 'energy drinks' (+223%), colas (+144%), breakfast cereals (+143%) and ready-made sauces (+141%) while the absolute 'best sellers' in terms of references would be Aperol Spritz, Nutella plant based, Monster energy drink and Kellogg's Corn Flakes . Finally, personal care would prevail over home care with 4 of the 5 categories at the top of the Gen Z shopping list in terms of relative value being tampons, hair conditioners, sunscreens and deodorants.