In Italy Millennials, too, are guardians of alimentary culture

Jessika Pini

In spite of the widespread idea according which the youngest generation show standardized tastes and consumption, at least as for food, young Italians aged 18 to 35, also known as ‘Millennials’, seem to deny this commonplace. ‘Birra Moretti’ Observatory, directed by Marilena Colussi, a sociologist and researcher of alimentary trends, carried out a research in collaboration with Doxa Marketing Advice. From this research, a real ‘gourmet generation’ emerges, who loves the typical regional cuisine and is willing to spend more for quality products.

Food, mirror of identity Piatto01
For 86% of targeted people, nutrition is a value of one’s culture and is closely linked to one’s identity. 84% prefer local restaurants which enhance both courses and ingredients of the area or region. For 75% the foods of one’s geographical area are the first ones in the order of preference and mummy’s cooking remains an example of undisputed talent for 64.3%. Therefore, there is great sensitivity also for the origin, ingredients, and production characteristics of foods for 79% of the sample, as well as for food tourism, practiced by 50% of interviewees.

Beyond the region one belongs to, among the other regions appreciated for their food there is first of all Tuscany with 18.3% of preferences, followed by Emilia-Romagna (17.4%) and  Sicily (16.5%).


In Italy the regional identity of food exceeds the national one,  and this aspect allows offering a varied range of products and courses of Italian cuisine: 7 out of 10 young people feel a very strong relationship between regional traditions and Italian culinary excellence. Italian cuisine as a whole stands all over the world for 97% of the sample.



Health conscious consumers
If for no less than 93% of Millennials Good Food is one of the pleasures of life, and 85% prefer the savoury cuisine, it is also true that 77% avoid eating what they thinks could harm their body. Therefore, the health aspect seems to counterbalance the pure pursuit of pleasure: 92% consider nutrition as one of the pillars of their well-being, 87% try to eat fresh products, 67% try to reduce fats, 61% pay attention to calories, 60% consume whole foods. It is important to highlight that 1 out of 2 (54%) say they eat organic products and no less than 1 out of 3 (30%) try to avoid meat.

A vision for the future
Besides being a pleasure, food is also an ambition for one’s work: 44.1% among the favourite professions indicate chef (48% women) and 27.8% sommelier


82% consider themselves gourmet;  93% believe good food one of the pleasures of life; For 86% what you eat is the mirror of your way of being; 77% avoid what they thinks might harm their body; 92% consider nutrition as one of the pillars of their well-being; 77% like to cook

Let's give you a recipe from the regional cuisine indicated as the favourite one by gourmet generation, Tuscany


From the regional cuisine indicated as the favourite one by gourmet generation, Tuscany, we propose as an example a soup, typical of low Maremma: ‘acquacotta’. It comes from the typical lunch consumed by cowboys when they were in open country and took care of their herds. It is a poor course, prepared with vegetables that can vary depending on the ingredients which are available at a given time of the year. The most popular version in Tuscany, in the land of Grosseto, is prepared with onion, tomato, water, olive oil, celery, carrot, basil, toasted homemade stale bread, grated sheep’s milk cheese, egg. In August in the province of Grosseto several festivals of ‘acquacotta’ take place in the villages on the slopes of Mount Amiata, including Cana and Santa Fiora.

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