KitKat survey: Formula 1 is increasingly a pop-culture phenomenon and particularly attracts young people

According to the new survey by KitKat conducted with YouGov on the occasion of the Italian Grand Prix at Monza, Formula 1 continues to attract new generations of fans and curious newcomers, transforming into a phenomenon capable of extending far beyond the track.

The study, based on a sample of more than one thousand people representative of the adult Italian population (18+), highlights that 1 Italian person in 3 defines themselves as a Formula enthusiast 1 (33%), while more than half of respondents say they have at least some interest in this sport (59%). A passion that continues to grow: 1 Italian person in 4 (25%) believes that Formula 1 is followed more closely today than it was five years ago, a perception that rises to 40% among F1 fans.

Formula 1 wins over young people

According to Italians, it is above all younger people who are driving this growth. 1 Italian person in 3 (33%) believes that it is precisely young people aged between 18 and 34 years who have moved closer to Formula 1 in recent years. This perception is shared even more clearly by Gen Z itself: among younger people, 53% identifies their generation as the one that has moved closest to Formula 1.

Among those who perceive an increase in the popularity of Formula 1 compared with five years ago, the main reasons are Ferrari and support for the Italian team (43%), the talent and charisma of the drivers (37%) and the fact that it has become an increasingly “trendy” (31%).

And today, Formula 1 is no longer identified exclusively as a sport: for 1 Italian person in 4 (25%) it represents a multidimensional universe, combining sport, entertainment, innovation and technology.

The dream of watching a Grand Prix live

Passion for Formula 1 is not limited to watching on television. The study highlights a strong desire to experience it directly at the circuit: almost 1 Italian person in 3 (32%) would like to attend a Grand Prix live, a percentage that rises to 58% among Formula fans 1. And for 1 Italian person in 10 (10%) attending a race is even one of the sporting experiences they most dream of having.

A desire that KitKat has chosen to turn into areal-life experience also on the occasion of the Italian Grand Prix, giving its consumers the opportunity to win tickets to attend the Monza race. A way to bring fans even closer to Formula 1 and allow them to experience the adrenaline and atmosphere of the circuit first-hand.

When the race gets under way, all the adrenaline is concentrated on the track: among those interested in Formula 1, overtaking is the most exciting aspect (23%), followed by the start (19%), unexpected events and twists ( and by the14%) speed and adrenaline ( Monza is Italy’s temple of Formula12%).

With the Italian Grand Prix approaching, the study also confirms the special role that Monza continues to have in the collective imagination. Among those interested in Formula 1

Monza 1, is in fact the second most iconic circuit in the world ( , practically neck and neck with26%)Monte Carlo ( and ahead of28%) Imola ( , confirming the profound link between our country and the history of motorsport.15%)KitKat will also celebrate this iconic status outside the racetrack: from

to 4 September 6 , as part of the Fuori GP organised by theMunicipality of Monza , Piazza Trento e Trieste will host theKitKat Break Zone , a free space open to residents and visitors. At the centre of the area there will be anelectric replica of the Monza circuit measuring x 7 m 5 , on which people will be able to compete for real.“Formula

is experiencing an extraordinary moment, capable of engaging increasingly broad and diverse audiences thanks to a unique mix of spectacle, adrenaline and entertainment,” comments 1 Federico Giorgio Marrano, Business Executive Officer of Nestlé Italiana’s Confectionery Division . “As the Official Chocolate Bar of Formula, we want to bring a message that has always belonged to KitKat to the world’s fastest sport too: even when everything is moving incredibly fast, taking a break is important in order to start again with the right energy. A philosophy that applies on the track as it does in everyday life, and that we will bring to Monza through experiences designed to engage fans and let them experience the world of Formula 1even more closely.” 1 KitKat celebrates passion for Formula

inside the Monza circuit 1 On the occasion of the

Italian Grand Prix at Monza , KitKat will bring its break philosophy inside the circuit with aFan Zone dedicated to visitors . At the centre of the space, a spectacularsingle-seater-shaped simulator will allow fans to experience the excitement of Formula first-hand; around it, they will be able to test themselves with 1themed interactive games and activities and taste the limited edition KitKat F1 Icon Cars The experience will also be brought to life by the.

KitKat Crew , with activities designed to alternate adrenaline and breaks during the race weekend: from theCooling Crew , which will offer visitors a moment of refreshment, to theBreak Test , dedicated to reaction speed, and finally theFirst Lane Challenge , inspired by social trends and designed to turn fans into the protagonists of their own arrival at the finish line.The link between taking a break and Formula

, also features in fans’ habits: according to the survey, 1person interested in F1 out of 1 accompanies watching a Grand Prix with a 10 (10%) sweet snack . Among the products accompanying the weekend will be theKitKat F1 Icon Cars , the limited-edition chocolate inspired by Formulasingle-seaters, developed with the support of the R 1D team at Nestlé and produced at the&San Sisto plant , in Umbria, to be exported to more thancountries around the world. 30 The brand’s presence in Monza is part of the global partnership that makes

KitKat the Official Chocolate Bar of Formula , bringing the iconic 1“Have a Break, Have a KitKat” inside and outside the circuit. According to the new survey by KitKat conducted for the Italian Grand Prix at Monza, Formula

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.