Fresh food in 2024: The big picture
Fresh food in Italy underwent significant changes in 2023/2024, influenced by various economic, social and environmental factors. The COVID-19 pandemic and subsequent crises, such as rising commodity prices and the fallout from Russia’s war in Ukraine, caused Italians to review their purchasing habits and eating behaviours.
2024 key trends
Analysing the different categories of fresh food shows different market dynamics. Declining purchasing power and disposable income, together with rising prices in general, led to increased price sensitivity in 2023/2024.
Retailing developments
Fresh food sales declined in 2024 in retail volume terms, continuing on from the pattern seen in 2023. The decline in retail volume terms was however offset in value terms by inflationary pressure and rising prices, which continued to impact all product categories.
What next for fresh food?
Over the forecast period, Sales of fresh food are expected to return to growth in retail volume terms. Several positive economic and social dynamics are expected to contribute to this improved outlook.
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Overview:
Understand the latest market trends and future growth opportunities for the Fresh Food industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Eggs
- Fish and Seafood
- Fruits
- Meat
- Nuts
- Pulses
- Starchy Roots
- Sugar and Sweeteners
- Vegetables
If you're in the Fresh Food industry in Italy, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Fresh Food in Italy report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Fresh Food in Italy?
- What is the impact of commodity price fluctuations on local production and consumption?
- What are the key campaigns or legislation driving Fresh Food sales?
- How are consumer attitudes towards fresh food evolving?
- How significant is health and wellness in shaping consumer demand?
- Where is future growth expected to be most dynamic?
Fresh Food in Italy
Fresh food in 2024: The big picture
2024 key trends
Retailing developments
What next for fresh food?
DISCLAIMER
Eggs in Italy
KEY DATA FINDINGS
Eggs remain a staple of the Italian diet
Eggs find appeal among those looking to follow high-protein diets
Consumers likely to demand higher production standards as the focus on animal welfare intensifies
Marketing and innovation should support growth in eggs
Fish and Seafood in Italy
KEY DATA FINDINGS
Fresh fish a popular choice among health conscious consumers
Consumers favour convenient and affordable options when it comes to fish and seafood
Invasion of blue crabs threatens local production of fish and seafood
Calm waters ahead for fish and seafood
Fruits in Italy
KEY DATA FINDINGS
Mixed results seen in fruits in 2024 as unstable weather and financial pressures impact the market
Banana sees ripening demand with consumers attracted to the taste, convenience and affordability of these fruits
Brighter outlook for fruits with inflation stabilising but sustainability concerns are likely to inform development strategies
Exotic and organic fruits set to find growing appeal among Italians
Meat in Italy
KEY DATA FINDINGS
Economic pressures and production challenges limit growth opportunities for meat in 2024
Chicken rules the roost as pork, lamb, beef and veal sales slump
Consumers expected to focus on quality over quantity while convenience will likely also inform demand
Animal welfare concerns like to have a growing influence on the market
Nuts in Italy
KEY DATA FINDINGS
Italians show a growing appetite for nuts as they look to make healthier dietary choices
Domestic producers face obstacles but pistachio nuts continue to deliver excellent results
Demand for nuts set to continue growing but with an increased focus on sustainability
Healthy eating trend set to remain the key growth driver for nuts
Pulses in Italy
KEY DATA FINDINGS
Pulses benefit from being seen as a healthy, affordable and sustainable ingredient
Packaged pulses presenting strong competition
Sustainability concerns expected to boost demand for pulses over the forecast period
Pulses finding appeal among younger consumers
Starchy Roots in Italy
KEY DATA FINDINGS
Potatoes remain a staple in the Italian diet despite the supply challenges facing the market
Italians retain a strong appetite for starchy roots at home and when eating out
New varieties and more sustainable options could help fuel demand for potatoes over the forecast period
Sweet potatoes finding appeal thanks to their taste, affordability and versatility
Sugar and Sweeteners in Italy
KEY DATA FINDINGS
Supply challenges continue to impact sales of sugar in Italy
Health concerns driving down sales of sugar and sweeteners
Players may need to innovate to overcome negative perceptions of sweeteners
Health and sustainability concerns likely to inform the growth and development of sugar and sweeteners over the forecast period
Vegetables in Italy
KEY DATA FINDINGS
Another tough year for vegetables as high prices and climate change negatively impact sales
Provenance a growing factor in the purchasing decision as consumers look to make more responsible choices
Focus on health and wellbeing should drive demand for fresh vegetables
New vegetables such as the Zucchiolo could add fresh impetus to the market
The following categories and subcategories are included:
Fresh Food
- Eggs
-
- Crustaceans
- Fish
- Molluscs and Cephalopods
-
- Apples
- Banana
- Cherries
- Cranberries/Blueberries
- Grapefruit/Pomelo
- Grapes
- Kiwi Fruit
- Lemon and Limes
- Oranges, Tangerines and Mandarins
- Peaches/Nectarines
- Pears/Quinces
- Pineapple
- Plums/Sloes
- Strawberries
- Other Fruits
-
- Beef and Veal
- Lamb, Mutton and Goat
- Pork
- Poultry
- Other Meat
-
- Almonds
- Coconuts
- Peanuts (Groundnuts)
- Pistachio
- Walnuts
- Other Nuts
-
- Beans
- Peas
- Other Pulses
-
- Cassava
- Potatoes
- Sweet Potatoes
- Other Roots
- Sugar and Sweeteners
-
- Cauliflowers and broccoli
- Maize
- Onion
- Tomatoes
- Other Vegetables
Fresh Food
Fresh Food refers only to fresh uncooked and unprocessed foods (packaged and unpackaged). Packaged sugar products and natural sweeteners (e.g. brown sugar, table sugar, molasses) are also included. For Fresh Food, we research total sales across distribution channels including retail, foodservice and institutions. For a selected 18 markets, we have a breakdown of total fresh food sales according to the following formats: • Retail • Foodservice sales • Institutional sales Retail Retail sales is defined as sales through all legal establishments primarily engaged in the sale of fresh, packaged and prepared foods for home preparation and consumption. Retail sales excludes sales to hotels, restaurants, cafés, duty free sales and institutional sales (canteens, prisons/jails, hospitals, army, etc). Our retail definition excludes the purchase of food products from foodservice outlets for consumption off-premises, eg grilled chicken/meat/fish bought from counters of cafés/bars. This falls under foodservice sales. For foodservice, we capture all sales to foodservice outlets, regardless of whether the products are eventually consumed on-premise or off-premise. We estimate sales through the following channels: Modern Grocery Retailers • Supermarkets • Hypermarkets • Discounters • Convenience stores • Forecourt retailers Traditional Grocery Retailers • Independent small grocers • Food/Drink/Tobacco Specialists • Other grocery retailers (morning/speciality/open/wet/farmers’ markets, stalls and kiosks, etc) Non-grocery retailers • Health and beauty specialist retailers • Other non-grocery retailers Non-store retailers • Homeshopping • Internet retailing • Vending • Direct selling Foodservice Foodservice sales are defined as sales TO consumer foodservice outlets that serve the general public in a non-captive environment. In other words, this means that the foodservice volumes track sales of all fresh food going into restaurant kitchens, regardless of what the restaurant actually does with that food. Foodservice outlets include cafés/bars, FSR (full-service restaurants), fast food, 100% home delivery/takeaway, self-service cafeterias and street stalls/kiosks. Sales to semi-captive foodservice outlets are also included. This describes outlets located in leisure, travel and retail environments. • Retail refers to foodservice units located in retail outlets such as department stores, shopping malls, shopping centres, super/hypermarkets etc. • Leisure refers to foodservice units located in leisure establishments such as museums, health clubs, cinemas, theatres, theme parks and sports stadiums. • Travel refers to foodservice units based in airports, rail stations, coach stations, motorway service stations offering gas facilities etc. Institutional sales Institutional sales is defined as sales to captive foodservice units that serve captive populations such as in hospitals, schools, prisons, military camps, hotels, hostels, nursing homes, homes for elderly people, religious houses, etc.
See all of our definitionsWhy buy this report?
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This report originates from Passport, our Fresh Food research and analysis database.
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