The food sector continues to play a key role for the Italian economy as a whole. Italian agri-food ranks first in the EU thanks to the increase in production and value added compared to 2023 (in volume, +1.4% and +3.5%, respectively). In the first ten months of 2024, Italian food exports reached 47.4 billion euros, a growth of +9% compared to 2023 and +56.3% in the last five years. Overall, the food and beverage sector represent almost a quarter of Italy’s GDP, with steady growth for years. Investments are mainly focused on innovative machinery, equipment, agricultural construction and renewable energy facilities, with the latter attracting the most interest.
Trends in the Italian food market
The Italian food market has been diversifying for several years, with a strong interest in products that were previously unavailable. There is a growing interest in cultured meats, plant-based foods and cultural contamination. More and more products are available that incorporate spices, leaves and elements that not only enrich flavours, but also introduce new taste profiles and nutritional benefits, providing a richer and more diverse eating experience.
The food delivery business has boomed in Italy in recent years, with food e-commerce growing at an average annual rate of 39% between 2010 and today. This highlights another important trend: the rising demand for ready-to-eat meals. Modern households prefer quick and nutritious meals, but are not willing to compromise on health and sustainability, which are the two main drivers for Italian consumers, along with price. Italians consider a food to be healthy if it is minimally processed (46%), has no additives or colourings (34%), no added sugar (34%) and little or no fat (32%). Instead, sustainability is measured in terms of sustainable packaging (46%) and low CO2 emissions (42%).
Market potential in food packaging
There is great potential for packaging in the Italian food sector, as it is one of the aspects that most influences consumers’ perception of sustainability, while at the same time responding to the growing demand for ready-to-eat meals. Innovation offers great opportunities in terms of sustainable packaging: recyclable, no overpackaging, made with raw materials from renewable sources or with reduced CO2 emissions.
The growing interest in sustainable packaging, ready-to-eat meals, and healthy and organic food, represents a great opportunity for Swiss companies in this sector. Among other things, “Made in Switzerland” enjoys an excellent reputation in the market.
Promotion opportunities for Swiss suppliers
Switzerland Global Enterprise with its local Swiss Business Hub supports Swiss companies interested in exploring this interesting market:
– Tuttofood Trade Fair, 05-08 May 2025, Milano
– Vinitaly, 06-09 April 2025, Verona
– Marca, 14-15 January 2026, Bologna
– Agritech, 28-31 January 2026, Verona
– Cibus Tec, 27-30 October 2026, Parma
– Cibus Trade Fair, 04-07 May 2027, Parma
– Verona Agrifood Innovation Hub
– Milan Food & Foodtech Innovation Hub
Dining and Cooking