Italy's economic freedom score saw a decline in 2024, largely due to an increased tax burden, which positioned the country below regional and global averages. The introduction of the Supply Chain Resilience Programme aimed to mitigate vulnerabilities and adhere to more stringent EU regulations. Although trade freedom also decreased, the digital industry in Italy experienced growth, particularly in ICT integration and e-commerce, supported by the PNRR and EU policies.

This report examines new product development (NPD) activity within the food and beverage categories in Italy’s e-commerce in 2024. Using data from Euromonitor’s Innovation platform, it highlights new brand and sub-brand launches, trending attributes and claims, and product inactivity rates – offering insights into what captures or misses consumer interest.

In 2024, single person households continued to be the leading type in Italy, driven by an ageing population and economic instability, with the trend expected to continue over the period to 2029. Single-parent families are forecast to grow the fastest, reflecting increasing divorce rates and the need for flexible social policies. Despite modest urbanisation growth, the digital adoption rate is high, with a focus on expanding broadband and 5G infrastructure.

Total packaging retail volumes for baby food packaging declined by 4% in 2024, falling to 635 million units. This was primarily due to a significant decrease in the country’s birth rates, which hit a decades-low record. The resulting decrease in the number of infants led to a corresponding decline in demand for packaged baby food, creating a challenging environment as a shrinking target consumer base directly impacted sales and, subsequently, packaging volumes. Economic pressures further complic

In 2024, total packaging retail volumes of confectionery packaging in Italy marginally grew to reach 5.1 billion units, primarily driven by shifting consumer preferences for specific pack sizes and types. The growing demand for portability and convenience fuelled a rise in single-serve packs, mini pouches, and resealable packaging, particularly in chocolate confectionery and sugar confectionery. As a result, manufacturers have been diversifying their offerings and scaling up production of lightw

Total packaging retail volumes of dairy packaging in Italy experienced marginal growth in 2024, driven by evolving consumer demands and industry innovations. Brands from Lactalis, including Galbani, Parmalat, Ambrosi and Leerdammer, played a crucial role in this expansion, supported by the company's substantial investment in modernising its Italian operations. This investment enabled the adoption of diverse packaging formats, such as flexible plastic pouches for cheese, shaped liquid cartons for

Total packaging retail volumes for processed fruit and vegetables packaging in Italy experienced 1% growth in 2024 to reach 2.6 billion units, driven by growing consumer demand for healthy, convenient, and plant-based food options. The rising popularity of fresh-cut produce, frozen vegetables, and ready-to-eat salads led manufacturers to adopt packaging types that preserve freshness and extend shelf life, such as resealable pouches, vacuum-sealed trays, and modified atmosphere packs. The trend t

In 2024, total packaging retail volumes for sweet spreads packaging grew by 2% to reach 896 million units, driven by evolving consumer preferences and innovative packaging solutions. A significant factor contributing to this growth was the increasing demand for smaller pack sizes catering to the needs of health-conscious consumers seeking portion control and convenience. These smaller packs not only encouraged consumers to try new flavours and premium variants but also boosted overall consumptio

In 2024, total packaging retail volumes for processed meat and seafood packaging in Italy declined by 1%, falling to 7.7 billion units, influenced by shifting consumer habits and economic pressures. As price-sensitive consumers navigated inflationary conditions, they increasingly opted for smaller pack sizes, particularly in cold cuts and packaged seafood, to manage their household budgets. This trend negatively impacted demand for larger pack types, such as family-sized vacuum packs and trays,

In 2024, total packaging retail volumes for plant-based dairy packaging in Italy rose by 6% to total 344 million units, driven by increasing consumer demand for sustainable and health-conscious alternatives to traditional dairy. As prominent brands such as Granarolo, Alpro, and Valsoia expanded their plant-based offerings, they introduced a range of tailored packaging types and sizes to cater to diverse consumer needs. The proliferation of single-serve cartons, recyclable glass jars, and board t

Total packaging retail volumes for sauces, dips and condiments packaging in Italy rose by 2% in 2024, reaching 3.8 billion units, driven primarily by growing consumer demand for convenience, freshness and food safety. The rising consumption of tomato paste, purées and traditional Italian condiments significantly contributed to this growth, prompting brands to diversify their packaging options in terms of both type and size. Consumers demonstrated a clear preference for packaging that preserves f

In 2024, total packaging retail volumes of ready meals and soups packaging rose by 1% to reach 2.3 billion units, driven by evolving consumer lifestyles and preferences. The fast-paced nature of urban living led to a greater reliance on convenient, ready-to-eat options such as chilled lunch kits, ready meals, and family-sized pizza packs. These products catered to time-pressed households seeking both practicality and value, contributing to the increase in demand. Consumer emphasis on health and