Everyone has their own preferences for starting the day the right way. For three out of four Italians (74%), the preferred morning snack is a croissant. The plum cake also maintains considerable popularity, selected by more than half of our fellow citizens (52%), with the timeless classic, the crostatina, following closely at 46%. A survey commissioned by AstraRicerche on behalf of Unione Italiana Food, the trade association representing Italy's leading snack manufacturers, reveals that snacks are a prevalent breakfast choice among adult Italians: more than six out of ten Italians (61%) consume snacks at least once a week. The most loyal consumers are young adults aged 18–29 (Gen Z) and, in general, men. From a sensory perspective, Italians have a strong preference for creamy fillings: cream-filled treats are, in fact, the most favored (45%) and are especially popular among Generation Z (56%). Snacks with fruit jams are the second most popular, with 24% of Italians choosing them, with Baby Boomer men having a particular fondness.