Shopfully data reveals the choices that drive in-store shopping
In a context in which purchasing power is still under pressure and managing daily expenses requires ever greater attention, Italians are confirmed to be the most attentive in Europe to the topic of promotions. According to the report “The State of Shopping 2025” by Shopfully, 98% of interviewees consider discounts and offers an important element in their purchasing decisions, surpassing the Spanish (97%) and French (95%). According to the report, 56% of Italian interviewees do not expect their spending power to improve in the coming year, and in fact 55% declare that they are focusing more on the search for discounts and promotions compared to last year.
In this scenario, Shopfully, a leading European tech company in Drive to Store, has analyzed millions of searches carried out by Italian users on the DoveConviene app in the first half of 2025. The data collected offers a detailed overview of the most searched categories and products, highlighting current consumer trends and providing valuable information for brands and retailers.
Food: Coffee Accelerates, Extra Virgin Olive Oil Slows
If in 2024 milk and extra virgin olive oil dominated the Food sector ranking, in 2025
marks a change of direction. Coffee gains ground and moves from 5th to 2nd place among the most popular products
sought after, while extra virgin olive oil leaves the podium and slips to 8th position.
| Product | 2025 | 2024 |
| Espresso | 15 % | 10 % |
| Milk - Latte | 6% | 6% |
| Pasta | 5% | 6% |
| Extra virgin olive oil of Olive | 3% | 6% |
| Canned tuna | 2% | 2% |
More conscious choices in Beverage: the essential wins
The Beverage category is driven by water, which reaches 50% of preferences, up from 45% in 2024. A clear signal that highlights how consumers reward healthier and more convenient choices, but also the centrality of promotions on a recurring and fundamental good.
On the other hand, beer and soft drinks are decreasing, losing 4 and 1 points respectively. A possible sign of greater attention to the budget or a more conscious choice towards essential consumption.
| Product | 2025 | 2024 |
| Water | 50 % | 45 % |
| Beer | 27 % | 31 % |
| Beverages | 5% | 6% |
| Sparkling | 4% | 4% |
| WINE | 3% | 4% |
More Rational Choices in Drug: Purchasing Efficiency Increases
In the Drug sector, a widespread contraction in searches is observed, with the exception of one singular fact: toilet paper is gaining ground, going from 9% to 12%. Diapers and laundry detergents are in decline, losing 4 and 3 points respectively. In this case, the trend highlights a possible orientation towards more rational purchasing choices, characterized by long-term planning and more careful domestic management of supplies.
| Product | 2025 | 2024 |
| Diapers | 30 % | 34 % |
| Washing machine detergent | 15 % | 18 % |
| Toilet paper | 12 % | 9% |
| Fabric softener | 5% | 5% |
| Dish detergent | 5% | 7% |
In conclusion, the data analyzed confirm how, in a still challenging economic context, Italians maintain a pragmatic and attentive approach to their purchasing choices, favoring essential products and promotions that enhance their quality-price ratio. The variations in preferences, between categories, reflect a growing awareness of the consumer, who directs their decisions towards a balance between value, necessity and tradition.
For brands and retailers, understanding these dynamics represents a fundamental strategic lever for calibrating promotional and communication campaigns effectively, intercepting the needs of an increasingly selective and segmented audience.
