We all know, and have almost become bored with reminding ourselves, that going shopping has become a little less fun since we feel almost obliged to pay more attention to how much we spend. However, as is often the case in situations of great difficulty, Italians are masters at making a virtue out of necessity and, at this juncture too, they confirm this ability.

Common perceptions are transversally confirmed:

  • almost all people (96%) think that prices in supermarkets have risen;
  • for 57% the shopping trolley appears emptier than a year ago;
  • 70% feel that they are spending more and more time assessing the value for money of what they buy.

If we look more closely at the composition of the ‘new’ shopping cart, there is some confirmation of this sentiment: promotional products guide purchasing choices, people buy fewer branded products (50% of consumers say so) and more MDD products (37%)…

… but also interesting and not necessarily problematic phenomena come into focus: if we examine the declarations regarding the frequency of purchases of the different categories that make up the trolley of Italians, we see that spirits (e.g. liqueurs and wine) have given way to bakery products and frozen foods (which, in all likelihood, compensate for some of the loss of fresh fish) and, above all, to fresh fruit and vegetables.

In short, Italians have had to come to terms with the effects of inflation and recent increases in all commodities, reviewing their food consumption, but in doing so have chosen not to give up what makes them feel good.

This data confirms, among other things, the strategic importance of fruit and vegetables as one of the central departments of the grocery store even at the large-scale retail trade: fruit and vegetables have a fundamental impact as a business card of the brand, they often offer inviting colours and scents, they guarantee a particularly wide and constant assortment, they speak of and celebrate freshness, when possible they enhance the specificities and biodiversity of our territory… these are all important themes, which we will be able to go into in more detail later.


Well-being Pills is an optimism stimulator. It is used in the treatment of widespread negativity and contemporary anxieties. It contains opinions, peculiarities, confidence-inducing quirks, all rigorously extracted from Eumetra’s proprietary surveys. No contraindications or side effects are reported. The recommended dose is 1 pill per week. It is preferable to take the product on a full stomach, to combine its effects with those of a good lunch.