Rapporto Coop 2026: Trends Shaping Italian Consumers

How are Italians responding to a changing economic, social and geopolitical landscape? And what do these changes mean for consumption, food, wellbeing and the future of retail?

These are some of the questions explored by the Rapporto Coop 2026 – Consumi e stili di vita degli italiani di oggi e di domani, the annual research produced by ANCC-Coop Italia, the Italian National Association of Consumer Co-operatives, and one of the most established observatories on Italian consumers and lifestyles.

The 2026 Digital Preview was presented on 10 September, offering an early look at the trends shaping Italian society and consumption. The report was presented by Albino Russo, General Director of ANCC-Coop Italia and First Vice-President of Euro Coop, highlighting the importance of understanding consumers not only through economic indicators, but also through the values, expectations and behaviours that increasingly influence their everyday choices.

A society redefining its priorities

The report paints a picture of a country navigating uncertainty while progressively redefining what matters most.

Against a backdrop of geopolitical tensions, economic pressure and modest growth, Italians are working more, seeking to save and making more careful consumption choices. At the same time, priorities are shifting beyond purely economic considerations: family, time and mental wellbeing are emerging as central elements of people’s aspirations and quality of life.

Time, in particular, has become a scarce resource. According to the report, 58% of respondents consider having time for themselves and their own activities an essential component of personal wellbeing, while 30% report experiencing burnout. This growing search for balance is also reflected in changing digital habits and a renewed appreciation of offline experiences.

From consuming more to consuming better

Economic constraints continue to shape purchasing behaviour, but the report points to a more complex transformation than simply spending less.

Consumers are increasingly looking for value, functionality and responsible choices. Avoiding waste is a priority shared across generations and social groups, while digital tools – and increasingly AI – are becoming important sources of information and advice when making purchasing decisions. This evolution is particularly visible in food.

Domestic food consumption continues to grow, with volumes up 5.6% since 2019, while the share of private label has reached 32% in value. At the same time, consumers are combining tradition with experimentation, paying increasing attention to health, wellbeing and sustainability.

The report identifies a growing interest in healthier and more functional products, including kefir, seeds and vegan ingredients, while consumers are also increasingly attentive to environmental considerations when choosing food.

What does this mean for consumer co-operatives?

For consumer co-operatives, these trends are particularly relevant. Consumers are becoming more demanding: they want affordability and quality, but increasingly also health, sustainability, transparency and a meaningful relationship with the businesses they buy from. At the same time, economic pressure makes the role of retailers in providing accessible and good-value products even more important.

The Rapporto Coop 2026 shows that Italian consumers are constantly looking for more efficient purchasing solutions. More than 11 retail brands are visited by the average Italian consumer over the course of a year, while supermarkets have regained momentum in 2026, with sales increasing by 2.4% compared with 2025 on a like-for-like basis.

These findings reinforce the importance of a consumer-centred approach to retail – one that combines competitiveness and innovation with a long-term commitment to consumers and communities.

This is closely aligned with the distinctive role of consumer co-operatives across Europe: putting members and consumers at the centre of the business model and responding to changing needs while creating value for people and communities.

A valuable contribution to the European consumer co-operative movement

As a member of Euro Coop, ANCC-Coop Italia contributes an important national perspective to the wider European consumer co-operative movement. The Rapporto Coop provides valuable evidence on how consumers are adapting to economic, social and technological change. Many of the trends identified in Italy – from the search for affordable and healthier food to growing expectations around sustainability, wellbeing and responsible consumption – also resonate with developments across Europe.

For Euro Coop, research such as the Rapporto Coop is an important resource for understanding these transformations and for strengthening the voice of consumer co-operatives in discussions about the future of food, retail and consumption in Europe.

Read the Rapporto Coop 2026 Digital Preview (ITA) and watch the presentation (ITA) to explore the latest data and trends shaping Italian consumers and their lifestyles.