Italy: young consumers' priorities when buying food 2018, by generation

This statistic illustrates the share of Italian millennials and generation Z consumers who cared about product quality and sustainability when purchasing food in 2018. According to the study, 78 percent of generation Z consumers and 76 percent of Millennials prioritized quality when shopping for groceries. Sustainability was also a priority: about seven in ten millennials were willing to pay more for sustainable products.