Summary of Italian food trends
- Italian consumers strongly favour natural foods with minimal processing involved
- Most Italians actively avoid ultra‑processed foods while prioritising simple ingredients
- Convenience drives interest as busy lifestyles increase demand for quick meals
- High protein matters less overall though younger Italians show rising interest
- GLP‑1 medications remain uncommon as consumers continue expressing strong scepticism
When it comes to Italian consumers, many of food’s biggest trends do not have the appeal that they do elsewhere in the world.
Looked at from a global or even a continental perspective, trends such as high protein, functional health or even GLP-1 use may seem ubiquitous.
Yet in Italy, these trends are not as widespread as they are elsewhere.
1. Natural and minimally processed
Italian consumers have a strong preference for natural and minimally processed foods.
Around 81% of them are trying to moderate or avoid the consumption of ultra-processed foods, explains Giulia Scalbi, associate principal at market analytics company Mintel.
Meanwhile, 45% of Italians prioritise natural ingredients when food shopping.
This, explains Scalbi, “has led to a rise in products that highlight their natural, simple ingredients and avoid additives or preservatives“.
2. Health and nutrition
There is also a strong focus on health and nutrition among Italian consumers.
“Good nutrition is deeply ingrained in Italian culture. Most consumers express a strong commitment to healthy eating, with particular attention to low sugar and low fat content,” says Scalbi.
There are also opportunities in the country for the functional foods market, she says, with energy, mental wellbeing and gut health all seen as priorities.
3. Convenience
Italian consumers are also interested in convenience. Both rising costs and busy lifestyles have driven Italians into the arms of convenience foods.
According to Mintel’s Scalbi, around 59% of Italians seek quick and easy-to-prepare meals.
This has resulted in the rise of snacking, especially among younger consumers.
Snacks are increasingly used as meal replacements. Therefore, they are expected to include the nutritional benefits of main meals, such as protein, fruits and vegetables. They are also expected to be satiating.
4. Most Italians do not prioritise high protein
Italian consumers are not heavily invested in high protein. While the protein trend is present in Italy, it is not as predominant as elsewhere.
According to Mintel, only 11% of Italian consumers identify high protein as a priority when shopping for food. This is lower than in other key markets, including the US and China.
However, the trend is gaining traction among younger consumers. 21% of those between the ages of 16 and 24 see high protein intake as important.
This is unlikely to have an outsize effect on the market itself. “It’s important to note that this demographic still mainly live with their own families at home, so they are not responsible for the purchases“, says Scalbi.
5. GLP-1s are ‘not yet a topic’ in Italy
Most Italian consumers are not attracted to GLP-1s for weight loss.
As in France, the use of GLP-1 weight-loss drugs is not widespread in Italy. “GLP-1 is not yet a topic in Italy“, says Scalbi.
Consumers are similarly sceptical of the drugs, with only 5% believing that they are a good tool for weight loss.
Much as in France, GLP-1s are not reimbursed through social security for weight-loss, and are thus discouraged.
