Greater attention to health, more and more Made in Italy purchases, preference for sustainability and naturalness. These are the main trends that characterize the products purchased by Italians in 2024, according to the semi-annual study that photographs and recounts the changes taking place in the shopping cart. Among the new consumption trends, it emerges that today there are first and foremost more DOP, organic, vegan, gluten-free and sugar-free products. While there are fewer wines and fewer products with whole-wheat flour and vitamin-enriched foods. The basket of products connoted as Italian, for example with the tricolor flag or the claim “Made in Italy” on the packaging is confirmed as the first in terms of share and turnover (28.4% of total sales) while the main trend that is changing the shopping cart is the focus on wellness. This translates into the important role of “free from” products (16.3% of products and 22.1% of turnover) with a focus on reducing fats and sugars, and enriched products (12.9% and 14.2%), where iron, fiber, Omega 3 and milk enzymes are growing in particular. Confirmation of this orientation also comes from the growth of products labeled as vegetarian and vegan, organic, and those for intolerant people, which are actually consumed by a much wider audience.