REPORT Food Trends in Italy: Consumer Insights and Preferences

July 1, 2024 – This report assesses the key drivers and influences most likely to be impacting on Italian food and beverage choices. Through a review of consumer research data, it shows that Italians find more value in local, traceable and traditional ingredients than they do in general claims related to indulgent or premium positionings. They also see great value in freshness, particularly in staple foods. Despite increasing NPD in positive nutrition, Italians remain invested in low and light formulations so best results could be seen through combining ‘high in’ and ‘low in’ claims. Younger Italians are more experiential and adventurous and can be influenced by greater variety on shelf.

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