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.
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.
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.
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.
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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Snacks
This report originates from Passport, our Snacks research and analysis database.
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