Snacks in 2025: The big picture
Sales of snacks continue to grow in Italy in 2025 in current value terms, driven by several factors. First, more stable inflation has given Italian consumers more purchasing power to make impulse purchases driven by a strong desire to invest in small indulgences. As inflation has fallen, many Italian households have begun to perceive an improvement in their economic situation, which has led to increased consumer confidence. As a result, many Italians have felt more inclined to spend on non-essential products, such as snacks, which are often bought to satisfy sudden cravings or as daily treats. This has fuelled growth in sales not only in traditional retail outlets, but also in the online channel, where convenience and the variety of options have attracted an increasing number of consumers.
Key trends in 2025
The snacks market continues to see an evolution in terms of consumer preferences, with consumers becoming increasingly attentive to product quality and ingredients. Companies have consequently responded to this demand with a diversified offering, including products that are positioned as healthier, organic and/or which contain natural ingredients. This trend has further expanded the market, also attracting health-conscious consumers who were previously uninterested in traditional snacks due to their high fat and high sugar content. Targeted marketing campaigns have played an important role in this growth phase. Companies have invested in emotional advertising and eye-catching promotions to capture the attention of consumers and to incentivise impulse purchases. Point-of-sale promotional events, tastings and collaborations with influencers have all helped to create greater awareness as well as driving interest in new products.
Competitive Landscape
Ferrero has cemented its leading position in snacks in Italy in 2025, backed by its broad portfolio of iconic and innovative products. The company has been able to evolve over time, maintaining strong ties with Italian culinary traditions while adapting to new consumer needs. Having always held a strong lead in chocolate confectionery, Ferrero has in recent years started to broaden its horizons, also entering the better-for-you and healthier areas of snacks. For example, in 2024, it entered protein/energy bars with the Fulfil brand. This new range is being distributed in major retail chains as well as foodservice outlets, especially in Chef express and Autogrill outlets, gyms, sports clubs and pharmacies. Fulfil comes in four different flavour variants: chocolate and hazelnut, milk chocolate crunch, chocolate and salted caramel, and chocolate and peanut cream.
Channel developments
In Italy, supermarkets remains the leading distribution channel for snacks, representing a key reference point for consumers. One of the main reasons is the accessibility of these stores which are spread throughout the country, making it easy for consumers to find them and shop. The convenience of having a wide range of products available in one place also allows customers to save time, something that is appreciated in the increasingly hectic daily lives of many Italians. Another decisive factor is the competitive prices in supermarkets, with these retailers often able to offer lower prices thanks to economies of scale and direct contracts with suppliers. Moreover, these establishments are known for their promotions and special offers, which further incentivise consumers to buy snacks in large quantities or during promotional events. In this context, private label plays a crucial role.
What next for snacks?
In the last few years of the review period, snacks in Italy has shown signs of steady and promising growth, and forecasts for the coming years suggest that this trend will continue. Most categories are expected to have positive volume growth, although some categories could be negatively impacted by rising production costs. For instance, sales of chocolate confectionery are expected to be negatively impacted by the increase in cocoa prices.
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Overview:
Understand the latest market trends and future growth opportunities for the Snacks 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 a comprehensive range of core packaged food categories.
If you're in the Snacks 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 Snacks in Italy report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- 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 Snacks in Italy?
- Which are the leading brands in Snacks in Italy?
- How are products distributed in Snacks in Italy?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Snacks?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in Italy?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Snacks in Italy
Snacks in 2025: The big picture
Key trends in 2025
Competitive Landscape
Channel developments
What next for snacks?
DISCLAIMER
Chocolate Confectionery in Italy
KEY DATA FINDINGS
Rising cocoa prices hit volume sales in 2025
Ferrero remains the standout leader despite growing competition
Supermarkets remains the standout channel but e-commerce making gains
Bright outlook for chocolate confectionery
Chocolate confectionery full of potential with new novelties likely to draw attention
New regulation could impact cocoa prices
Gum in Italy
KEY DATA FINDINGS
Polarised performances being seen from bubble gum and chewing gum in 2025
Perfetti Van Melle retains control over gum sales in Italy thanks to its strong portfolio
Supermarkets and food/drink/tobacco specialists represent key sales channels
Chewing gum expected to fuel category growth
Digital and social media marketing will become increasingly important to sales
Health and sustainability likely to inform innovation in gum
Sugar Confectionery in Italy
KEY DATA FINDINGS
Healthy and indulgent products capturing consumer attention
New product development remains key as competition heats up
Supermarkets lead sales but other channels are making gains
Moderate gains projected with ageing population a threat to growth
Innovation predicted to focus on health, quality and the environment
Nature calls and companies respond
Ice Cream in Italy
KEY DATA FINDINGS
Sales on the rise with plant-based ice cream the standout performer
Unilever stays on top with strong focus on innovation
Supermarkets dominate but vending showing potential
Bright outlook for ice cream as key players show willingness to invest
Competition set to heat up as players invest in new innovations
Health and sustainability on the menu
Savoury Snacks in Italy
KEY DATA FINDINGS
Healthy eating trend informing purchasing decisions in savoury snacks
Barilla leads an increasingly crowded marketplace
Supermarkets lead sales but e-commerce benefiting from the convenience factor
Healthier options set fuel growth in savoury snacks
New novelties and production methods should bring impetus to the category
Consumers demanding healthier and more sustainable savour snacks
Sweet Biscuits, Snack Bars and Fruit Snacks in Italy
KEY DATA FINDINGS
Players focusing on health and indulgence to drive sales
Barilla stays on top thanks to ongoing investment in innovation
Supermarkets remain key but other channels showing promise
Players expected to focus on striking a balance between health and indulgence
Digital tools set to support new product development and innovation
Players expected to focus on health and sustainability
The following categories and subcategories are included:
Snacks
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- Chocolate Pouches and Bags
- Boxed Assortments
- Chocolate with Toys
- Countlines
- Seasonal Chocolate
- Tablets
- Other Chocolate Confectionery
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- Bubble Gum
- Chewing Gum
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- Boiled Sweets
- Chewy Candies
- Gummies and Jellies
- Liquorice
- Lollipops
- Medicated Confectionery
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- Power Mints
- Standard Mints
- Toffees, Caramels and Nougat
- Other Sugar Confectionery
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- Frozen Yoghurt
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- Single Portion Dairy Ice Cream
- Single Portion Water Ice Cream
- Plant-based Ice Cream
- Unpackaged Ice Cream
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- Bulk Dairy Ice Cream
- Ice Cream Desserts
- Multi-Pack Dairy Ice Cream
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- Bulk Water Ice Cream
- Multi-Pack Water Ice Cream
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- Nuts, Seeds and Trail Mixes
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- Potato Chips
- Tortilla Chips
- Puffed Snacks
- Rice Snacks
- Vegetable, Pulse and Bread Chips
- Savoury Biscuits
- Popcorn
- Pretzels
- Meat Snacks
- Seafood Snacks
- Other Savoury Snacks
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- Dried Fruit
- Processed Fruit Snacks
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- Cereal Bars
- Protein/Energy Bars
- Fruit and Nut Bars
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- Chocolate Coated Biscuits
- Cookies
- Filled Biscuits
- Plain Biscuits
- Wafers
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This report originates from Passport, our Snacks research and analysis database.
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