Sustainable nutrition in Italy

The current agri-food system is a primary contributor to the ecological crisis. It is responsible for 34% of global greenhouse gas emissions and 83% of agricultural land use, mainly for livestock, as well as 70% of fresh water consumption. This system incurs hidden costs (externalities) totalling $14 trillion each year — twice the global food bill — with a $8.3 trillion burden on human health and a $5.7 trillion burden on ecosystems. Livestock farming is an inefficient use of resources: it provides only 18% of global calories and 38% of global protein. The analysis is primarily based on data from the ISTAT Multiscopo Survey, with beef consumption serving as a key indicator of lifestyle impact. The Italian population was segmented into 'high', 'medium' and 'low' consumers in order to study their profiles and habits. The main trend that emerged was a clear and steady decrease in beef consumption in Italy. 'High consumers' (those who eat beef daily) have decreased from 9% in 1994 to 5% in 2022. This decline in demand has led to a reduction in breeding and slaughtering, as well as a shift in consumption towards alternative meats, such as pork and poultry. Cluster analysis reveals that this transition is not uniform but is driven by specific socio-demographic factors. The most powerful of these is education: Higher levels of education are directly correlated with lower beef consumption and greater awareness. Gender is another factor: women are more willing and quicker than men to reduce meat consumption, driven by greater concerns for health and sustainability. Geography is another factor: there is a territorial divide. The north-east is the most virtuous area and quickest to change, while southern Italy and the islands are more resistant and have the highest consumption; age: contrary to expectations, young people aged 14–34 are overrepresented among high consumers, while the change is driven by adults aged 35–64; and family: singles and single-parent families tend to consume more, while couples without children are the most wasteful. Food choices form part of consistent 'behavioural universes'. High consumption: This profile is associated with diets rich in snacks, alcohol, fizzy drinks and processed foods. This profile is associated with higher health risks (e.g. obesity, cardiovascular disease and cirrhosis) and lower awareness of environmental issues. Low Consumption: This is associated with diets rich in vegetables, healthier lifestyles, and a higher level of critical thinking (developed through reading books and newspapers). This group demonstrates a greater level of environmental awareness. One of the most critical findings is the evidence of a deep 'knowing-doing gap'. Despite high levels of stated concern about climate change and pollution, this awareness rarely translates into concrete, everyday actions. Behaviours such as reading labels, buying organic products and using alternative transport remain niche practices. This is due to psychological barriers such as the perception of individual ineffectiveness, the inertia of habits, and the delegation of responsibility to external entities. The transition to a sustainable food system in Italy is underway, but progress is too slow. To accelerate this transition, the gap between awareness and action must be bridged. Future strategies must abandon generalist communication and adopt a targeted approach. Segmented and digital. Use digital channels to reach specific consumer profiles with targeted messages that exploit the motivational levers best suited to each profile (health, economy or environment). Action-Oriented (Empowerment): Provide practical, simple tools that demonstrate to citizens the power of their daily choices, shifting the focus from 'why' to 'how' to act. A holistic approach should integrate communication with public policies (e.g. taxes, subsidies and clear labelling) and supply-side innovations (e.g. the promotion of protein alternatives) that make sustainable choices easier and more convenient for everyone. The key to success lies in combining individual responsibility with a socio-economic context that encourages change.