Over 500 industry professionals attended the NIQ & GfK Insight Summit Italy 2025, held at the Crowne Plaza Hotel in San Donato Milanese. The event analyzed the dynamics of the Italian market, consumer sentiment and future prospects.
According to NIQ & GfK data, Italian consumer spending grew by 2024% in 1,7, with Mass Market spending increasing by 1,9% and Tech & Durables by 1,1%. However, the recovery in consumption remains uncertain, with many Italians preferring to rebuild their savings capacity after a period of high inflation.
The CEO of NIQ & GfK Italia, Enzo Frasio, underlined the importance of “co-competition”, that is, collaboration between companies to create shared value: “We already see successful initiatives such as shared logistics and data sharing between industry and retail.” During the first session, Daniele Novello highlighted that 31% of consumers are inclined to use weight-loss drugs, while 40% would accept product recommendations from an AI assistant.
The summit hosted a debate with industry leaders: Antonio Fazzari (Fater) and Andrea Francesco Varisco (LIDL Italia) discussed Mass Consumer Goods, while Bruno Marnati (Samsung Italia) and Francesco Sodano (Mediaworld) addressed the challenges of Tech & Durables. Edmondo Lucchi presented the “Full Audience” approach to overcome generational myths in advertising: “Over 55s have high purchasing power, but are often ignored in marketing strategies.”
Finally, Luca Gerosa analyzed product innovation, highlighting that only 3% of new launches are successful: “A successful launch sells 18 times more than the average, but data-driven strategies are needed to reach the right consumer.” The event confirmed the need for a holistic approach to markets, where data and insights become essential to navigate future challenges.
