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Sobriety drives consumption in 2023. Coop Italia report

Sobriety drives consumption in 2023, according to the report drawn up by the Coop Italia Research Office on the basis of two surveys carried out in December 2022.

The first Survey was carried out on a representative sample of Italian consumers, the second on community platforms of experts of the italiani.coop portal.

Confidence returns

Italian consumers – still marked by the effects of the pandemic, as well as by war reports and grappling with the daily cost of living – they face the new year with a state of mind made up of fear (33%) and anxiety (22%), but above all of trust (39%) and expectation (38%).

Confidence grows by 12 percentage points compared to four months ago (the previous Survey of Coop is from August 2022), while the darkest feelings, such as irritation (-12%) and anger (-6%) decrease.

Fear of extreme poverty

The Italians slow down. Most say they want to spend more time with their family (56%). But suffering is widespread:

  • 18%, during 2022, faced permanent food shortages (about 9 million),
  • 25% fear, for 2023, real poverty (not having money for food, transport, clothes, school),
  • 66% of the sample would not know how to deal with a sudden and non-deferrable expense of 850 euros.

Consumption 2023, return to the essentials

One out of two Italians hope to keep their household expenses stable in 2023, 45% expect to spend more on bills, 32% on food and drink.

Consumption for 2023 they are imagined cut to the bone, out of necessity, on food and health. Among the extra expenses is the house, which 67% of the interviewees say they want to renovate.

Zero waste at the table

80% of Italians interviewees say that they want to deal with the increase in prices also through a change in their eating habits. Healthier diets, fewer meats (meatless), but also more sobriety. Without waste or frills (zero waste, no frills).

40% of manager sector Food & Beverage those interviewed in turn predicts a 2023 marked by sobriety and essential food. The novelties on the shelf will be pasta and flour produced with ancient grains, Products low carb and greater protein content.

Cultured meat vitro (lab meat) – despite the anathemas of Coldiretti – would be favored over its alternatives of vegetable origin (plant based) by one out of five Italians, in case you had to give up the real one.

A year of stagnation

At the macroeconomic level, Italian managers expect a year of stagnation but not of decline (2023 GDP +0,2%, hopefully), thanks to the partial reduction in gas prices. With a'inflation still high but lower than that of 2022 (+6,1%, according to i manager Italians).

The latest trends they also motivate a glimmer of optimism about the possible recovery, albeit limited, in consumption. With an estimated growth forecast of +1,4%, 2023 out of 2022, net of inflation.

Expensive food prices until summer

To worry on the other hand, consumption and the economic results of the food chain are more prevalent. THE manager of the food and beverage sector estimate:

  • a first slowdown in prices by summer 2023,
  • still high inflation on processed food products (+ 6,7% on average in 2023),
  • the contraction of sales in large-scale distribution (-0,9% in volume),
  • the worsening of the profitability of industry and distribution (a fear shared by 66% of manager interviewed). With a consequent drop in investments (37%) and repercussions on the employment front (27%).


To get out of this crisis, the manager indicate the use of innovation and restructuring at every level. In the organization of business processes, in the product and in the service up to the channels and the sales network. And the Distributor Brand is indicated as the keystone.

The full version of the Coop 2022 Report is available from 20 January 2023 on www.italiani.coop.

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Professional journalist since January 1995, he has worked for newspapers (Il Messaggero, Paese Sera, La Stampa) and periodicals (NumeroUno, Il Salvagente). She is the author of journalistic surveys on food, she has published the book "Reading labels to know what we eat".

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