According to the fifteenth edition of the EY Future Consumer Index, there is a major shift in Italian consumer behavior, with 77% of survey participants reevaluating their purchasing decisions due to price increases. Stefano Vittucci, Consumer Products and Retail Sector Leader at EY Italy, says: "We are seeing a structural shift in Italian consumer behavior. In an era of increased economic uncertainty and geopolitical unpredictability, consumers are redefining their priorities, opting for more informed and value-oriented decisions. Brand loyalty is giving way to a search for convenience, quality, and transparency". Price continues to have a significant impact on buying behaviors; as previously stated, the vast majority of customers have adjusted their behavior in response to recent price rises. Skepticism about brands is spreading, and perceived value is emerging as the new purchasing motivator: 79% of customers polled consider price to be the most important criterion, while 33% no longer consider the brand to be a deciding factor in their purchases.