“Rapporto Coop 2023 - Consumi e stili di vita degli italiani di oggi e di domani”* (Coop 2023 Report – Italian consumption and lifestyles of today and tomorrow) envisages several possible worlds, which are currently rather gloomy. The high cost of living is reducing consumption and forcing Italians to make new sacrifices which, in part, also includes food. Yet, what Italians are not willing to give up is a calm, stubborn optimism.