Notizie.it editorial team With the research "The Conscious Pleasure of Italians", Loacker explores the relationship with everyday sweetness, between emotions, habits and attention to the quality of ingredients and portions.
Sweets occupy a special place in Italians' habits. This habit is captured in the study "The Conscious Pleasure of Italians," promoted by Loacker: 96% indulge in a sweet treat at least once a week , while 44% do so practically every day. Of the 765 respondents, only one said "never."
It's not just a question of frequency, however. 35% of Italians choose "pamper" to describe a small daily pleasure, followed by 20% who associate it with "gratification" and 17% who think of a "break." The words "guilt" (38%) and "renunciation" (21%) are much less popular. For 30%, pleasure is a right that requires no justification , while 42% consider the idea of "guilt-free pleasure" balanced and realistic.
But what happens after the last bite? Loacker's study on mindful pleasure shows that 41% of those interviewed feel completely satisfied and have no worries, while 25% still find themselves thinking, "I should have avoided that."
The pleasure of slowing down: morning coffee and evening sofa become a ritual
Whether with morning coffee or on the couch after dinner, dessert finds its place in small, easily recognizable rituals : 45% of respondents cited the former as the former, 42% as the latter. These habits are especially prevalent at home, with 54% enjoying a dessert alone and 51% with friends. It's not just a matter of timing: 77% say their choice is influenced by their mood , while 32% resort to it to make up for a bad day.
Calories yes, but it's the taste that makes the difference: the results of the Loacker research
Enjoying something delicious doesn't necessarily mean counting calories. For 37% of those interviewed, taste and timing are what really matter, while only 3% consider calories as the primary criteria. Among the factors that influence the choice of a small dessert, authentic flavor stands out , considered "very important" by 48% of the sample, ahead of natural ingredients, origin, and price.
Portion, ingredients, origin: the three key words of awareness
But how does awareness translate into daily choices? For 77% of those interviewed, portioned foods are essential or useful for avoiding overindulgence , while 67% would choose their favorite dessert in a bite-sized format. Attention is also paid to labels: 33% check the list of ingredients first, before the nutritional values, and 83% prefer ingredients of Italian origin , always or given equal quality.
Spending habits also reflect these preferences: 87% are willing to pay more than average for a special dessert , while only 13% always choose the cheapest product. The price of premium products (31%) and the lack of clear information (25%) make informed consumption more difficult.
Sometimes it takes very little: a moment to change the tone of the day
A short break can have a special meaning. It's no coincidence that "A small moment can change a day" is the phrase that would receive the most support on social media, with 32% of respondents willing to reward it with a "like." For Italians in 2026, conscious pleasure thus takes on a specific meaning: choosing wisely, from the right portion to the quality of ingredients , to carve out a moment just for yourself, without guilt.
Methodological note : research “The Conscious Pleasure of Italians” promoted by Loacker, conducted online on a sample of Italian adults (18+), all responsible for food purchases in the household, balanced by gender and geographical area (North 42%, Centre 23%, South and Islands 36%).