A survey of 2,000 adults revealed that a whopping 80% admire Italian culture, characterising it as ‘passionate’ (41%), ‘laid-back’ (37%), and ‘sophisticated’ (26%).
Over a fifth (22%) aspire to live by the ‘my house is your house’ philosophy, while a third are determined to work to live rather than live to work.
Filippo Ferrari from Lavazza, the Italian coffee company which commissioned the study to celebrate the launch of its new ‘Tales of Italy’ coffee range, commented: “Many Brits would like to embrace a more Italian lifestyle, and one way they can do this is by slowing down and savouring life’s everyday pleasures.”
He added: “This can mean enjoying a leisurely meal with loved ones, choosing quality over quantity, or luxuriating in simple rituals like your morning coffee. The Italian way of life is a celebration of connection and appreciating the beauty in everything.”
A significant 39% yearn for a slower, more relaxed pace of life, with 10% expressing a desire to use more gestures in their communication.
The research discovered that 48% of respondents have previously visited Italy and would love to return. Its rich history, stunning architecture, and friendly locals were among the highlights for many. However, it was the mouth-watering Italian cuisine that topped the list (48%).
Almost half (48%) of those who have travelled to Italy have attempted to recreate recipes or drinks upon their return home. And almost half confessed the Italian food they had in the UK was not as good as what they had experienced in Italy.
It’s unsurprising then that over a third of respondents enjoy Italian food or drink at least once a week, and 70% consider the cultural or historical significance of their favourite Italian products to be important.
Italy is renowned for its high-quality coffee, and half of coffee drinkers associate the country with their favourite brew.
The most popular types of Italian coffee were found to be cappuccino (54%), caffe latte (46%), and espresso (30%), with taste (70%), quality (44%), and price (32%) being the key factors in their choice.
Interestingly, 18% of coffee drinkers have a daily routine, and 16% enjoy the ritual of making their coffee as much as drinking it. Moreover, 31% of respondents believe that the taste and aroma of coffee help them feel more alert and focused.
Filippo Ferrari added: “Italian cuisine and coffee are more than just food and drink – they’re expressions of culture, regional traditions, and passion.”
“We want to share the ‘true’ essence of Italian coffee culture with the world – each blend provides a sensory journey, carefully created to evoke the unique spirit of some of Italy’s most iconic cities.”
