Food choices and local impact: why buying Italian matters
Staff Cart-One 17/06/2026 0
Today, for many Italians, buying an Italian apple, choosing a local cheese, or preferring a national brand is a gesture that carries economic, social, and cultural value. This is what emerges from the new edition of YouGov's Behavior Change report, which snapshots the buying habits of over 15,000 consumers across 21 European countries. See also: “Sustainable packaging: what influences Italian consumers' purchases”
Consumption as a conscious choice
64% of Italians are convinced that their purchasing choices have a concrete impact on society. This figure is well above the European average of 44% and reflects a change: consumption is no longer just an individual act, but an opportunity to support fairer and more sustainable economic models. Unlike other countries, such as Denmark or Serbia, where boycotting is a widespread practice for ethical or geopolitical reasons, a constructive approach prevails in Italy. Only 19% resort to boycotting, while the tendency to reward local and national producers is growing: 50% of Italians choose local products (compared to the 45% EU average) and 46% prefer Italian products (compared to 40% in other European countries).
The strength of made in Italy
Attachment to the local area is increasingly evident. 47% of Italians declare they want to increase their support for local producers in the coming months. Confirming this trend, 83% state they prefer "made in Italy" products and 75% opt for local brands, with a higher concentration in Southern Italy. Major brands are also seizing the value of this trend. Examples include initiatives such as the special edition of Nutella dedicated to Italian landscapes or the regional communication of Mutti, which highlights its production roots. The message is clear: local identity is a strategic asset.
Quality, savings, and the fight against waste
When it comes to choosing what to put in the shopping cart, product quality is the top criterion for 41% of Italians, followed by discounts and promotions (40%) and the commitment to reducing waste (38%). One in five Italians is willing to try new brands or products, especially in the personal care, detergents, confectionery, dairy, and bakery sectors.
The comparison with Europe
In the rest of Europe, the climate is more marked by insecurity and pessimism: 71% of respondents fear for global stability. The main concerns relate to economic crises, climate change, and family security. In Italy, too, however, the environment is at the top of the priorities: concern about climate change (40%) even surpasses that for the household budget. To protect their purchasing power, many European consumers are adopting defensive strategies: looking for deals, cooking more at home, and preferring budget brands or private labels. In this scenario, hard discounts are the only channel to record a positive balance between those who intend to increase purchases and those who want to reduce them.
Health remains central
A common trend across Europe is the focus on health and well-being: over 30% of people state that they exercise regularly and limit alcohol consumption. Interest in sugar-free, high-protein products with nutritional benefits is also growing. For companies like Cart-One, operating in the sustainable packaging supply chain, this scenario confirms how important it is to enhance regional identity, support local industry, and offer packaging solutions consistent with new consumer styles. Want to find out how our packaging can enhance your local products? Contact us To learn more: “Packaging, sustainability and the role of the responsible consumer: a global challenge”
You may also like...
seo 19/06/2026
How long does Coronavirus last on surfaces? Ministry of Health data
seo 19/06/2026
How to recycle corrugated cardboard: many ideas for creative recycling
seo 19/06/2026