Health and wellness – Organic packaged food trends in Italy

Note: This report includes forecasting data that is based on baseline historical data.

Executive summary

Italy was the world's 5th largest organic packaged food market in 2021, based on retail value sales. Between 2016 and 2021, Italy's organic packaged food sector expanded at a compound annual growth rate (CAGR) of 7.6% or an increase of US$539.1 million in absolute value terms.

The organic packaged food market in Italy was valued at US$1.8 billion in 2021. During the 2016 to 2021 period, this market gradually grew at a CAGR of 7.6%, However, even with the pandemic overshadowing the economy, organic packaged food sales saw growth at 6.8% between 2020 and 2021.

Between 2016 and 2021, the top three fastest growing organic packaged food categories were organic shelf stable meat, seafood, fruit and vegetables, which expanded by a CAGR of 10.1%, organic spreads (CAGR 9.8%) and organic ready meals (CAGR 9.5%).

The Italy organic packaged food market remained a fragmented industry throughout 2016 and 2021, with Granlatte Societá Cooperativa Agricola arl as the only company who had a double digit market share 11.1% and was the largest company, in terms of retails value sales, followed by Rigoni di Asiago Srl (US$155.3 million 8.8% market share). While private labels continued to show strong presence in the market, with total market share of 20.4% in 2021.

 

Key demographic indicators

Organic packaged food retail value sales by top 10 markets (based on 2021 sales) - Historical and forecast retail value sales in US$ millions and growth
Country 2016 2021 CAGR* 2016-2021 2022 2026 CAGR* 2021-2026
World 34,933.6 50,815.4 7.8 54,475.1 70,304.2 6.7
USA 15,285.4 21,260.5 6.8 22,850.2 29,021.4 6.4
Germany 3,838.7 5,176.7 6.2 5,412.3 6,322.0 4.1
China 2,550.0 4,732.5 13.2 5,234.5 7,525.1 9.7
France 2,652.3 4,707.6 12.2 5,136.3 7,015.9 8.3
Italy 1,222.0 1,761.1 7.6 1,880.5 2,414.0 6.5
UK 1,392.1 1,749.2 4.7 1,810.7 2,124.1 4.0
Canada 867.5 1,237.7 7.4 1,360.7 1,857.9 8.5
Netherlands 760.4 1,100.3 7.7 1,159.7 1,501.7 6.4
Denmark 699.7 1,063.7 8.7 1,106.4 1,320.5 4.4
Sweden 673.3 905.0 6.1 943.8 1,168.0 5.2

Source: Euromonitor International, 2022

*CAGR: Compound annual growth rate

Consumer characteristics - Health and wellness packaged food

Health and wellness packaged food saw slow growth during the 2016 to 2021 period, at a CAGR of 2.4% and is expected to show similar growth trends during the forecast period (2021 to 2026), at a CAGR of 3.8%. Two health and wellness packaged food categories that better performed were 'free from', and organic categories. Especially, 'free from' category saw a strong increase in retail value sales at a CAGR of 8.3% between 2016 and 2021 and is expected to see more moderate growth at a CAGR of 7.5% during the forecast period. Organic packaged food sales increased by a CAGR of 7.6% during the 2016 to 2021 period and are expected to increase by a CAGR of 6.5% during the forecast period.

Health and wellness packaged food retail value sales by product category - Historical and forecast sales in US$ millions and growth
Category 2016 2021 CAGR* 2016-2021 2022 2026 CAGR* 2021-2026
Health and Wellness Packaged Food Total 15,671.5 17,678.3 2.4 18,346.3 21,345.7 3.8
Better For You 2,173.9 2,305.6 1.2 2,374.6 2,687.8 3.1
Fortified/ Functional 3,284.3 3,366.8 0.5 3,478.2 3,704.4 1.9
Free From 1,479.1 2,202.3 8.3 2,385.9 3,163.8 7.5
Naturally Healthy 7,390.9 7,864.7 1.3 8,036.4 9,120.0 3.0
Organic 1,343.4 1,938.9 7.6 2,071.2 2,669.6 6.6
Organic Packaged Food 1,222.0 1,761.1 7.6 1,880.5 2,414.0 6.5

Source: Euromonitor International, 2016

*CAGR: Compound Annual Growth Rate

Market size

The organic packaged food market in Italy was valued at US$1.8 billion in 2021. During the 2016 to 2021 period, this market gradually grew at a CAGR of 7.6%, However, even with the pandemic overshadowing the economy, organic packaged food sales saw growth at 5.0% between 2020 and 2021.

The top three organic packaged food categories, in terms of retail value sales, were organic dairy products, with total retail sales of US$461.9 million in 2021, organic rice, pasta and noodles (US$316.2 million) and organic spreads (US$248.7 million).

Organic packaged food retail value sales by product category - Historic retail sales in US$ millions
Category 2016 2017 2018 2019 2020 2021
Organic Packaged Food Total 1,222.0 1,327.1 1,421.6 1,524.3 1,677.8 1,761.1
Baby Food 38.5 40.2 41.8 43.7 45.3 46.4
Bread 18.6 19.4 20.5 21.6 23.8 25.5
Breakfast Cereals 4.3 4.6 4.9 5.3 5.7 6.0
Confectionery 29.0 29.7 30.4 31.3 31.9 32.8
Dairy 299.8 326.6 356.6 389.8 427.3 461.9
Edible Oil 103.8 108.7 114.6 117.4 127.5 132.6
Ready Meals 60.0 66.3 71.9 76.8 86.2 94.3
Rice, Pasta and Noodles 216.4 247.2 261.6 275.2 325.4 316.2
Sauces, Dressings and Condiments 32.8 34.4 35.9 37.8 40.4 42.8
Savoury Snacks 105.4 112.6 119.6 134.6 143.0 157.6
Shelf Stable Meat, Seafood, Fruit and Vegetables 69.5 78.0 89.5 100.9 109.4 112.5
Soup 9.9 10.7 11.3 12.2 12.8 13.7
Spreads 180.3 191.0 201.6 212.6 229.6 248.7
Sweet Biscuits, Snack Bars and Fruit Snacks 53.7 57.7 61.4 65.1 69.4 70.2
Source: Euromonitor International, 2022

Between 2016 and 2021, the top three fastest growing organic packaged food categories were organic shelf stable meat, seafood, fruit and vegetables, which expanded by a CAGR of 10.1%, organic spreads (CAGR 9.8%) and organic ready meals (CAGR 9.5%).

Organic packaged food retail value sales by Product Category - Historical retail value sales growth
Category Annual growth % 2020-2021 CAGR* % 2016-2021 Total growth % 2016-2021
Organic Packaged Food Total 5.0 7.6 44.1
Baby Food 2.4 3.8 20.5
Bread 7.1 6.5 37.1
Breakfast Cereals 5.3 6.9 39.5
Confectionery 2.8 2.5 13.1
Dairy 8.1 9.0 54.1
Edible Oil 4.0 5.0 27.7
Ready Meals 9.4 9.5 57.2
Rice, Pasta and Noodles −2.8 7.9 46.1
Sauces, Dressings and Condiments 5.9 5.5 30.5
Savoury Snacks 10.2 8.4 49.5
Shelf Stable Meat, Seafood, Fruit and Vegetables 2.8 10.1 61.9
Soup 7.0 6.0 33.9
Spreads 8.3 9.8 60.0
Sweet Biscuits, Snack Bars and Fruit Snacks 1.2 5.1 28.2

Source: Euromonitor International, 2022

*CAGR: Compound annual growth rate

With respect to the share of organic packaged food for its corresponding packaged food category, organic spread accounted for a significantly higher share compared to other organic packaged food categories. For example, organic spread represented 17.7% of the spread sales in the Italy in 2021, whereas other organic categories accounted for less than 3.1% of their corresponding packaged food category, except for organic edible oil (5.4% of the total edible oil sales), organic baby food (5.0% of the total packaged baby food sales) and organic savoury snacks (4.3% of the total savoury sales) in 2021. Similar trends are expected to continue during the forecast period.

Packaged food sales in 2021 - in US$ millions and share of organic packaged food (%)
Category Total Packaged Food Organic Packaged Food Share of Organic Packaged Food
Baby Food 936.8 46.4 5.0
Bread 21,149.7 25.5 0.1
Breakfast Cereals 602.0 6.0 1.0
Confectionery 3,845.2 32.8 0.9
Dairy 14,752.9 461.9 3.1
Edible Oil 2,441.9 132.6 5.4
Ready Meals 2,995.9 94.3 3.1
Rice, Pasta and Noodles 18,197.1 316.2 1.7
Sauces, Dressings and Condiments 3,480.5 42.8 1.2
Savoury Snacks 3,678.3 157.6 4.3
Soup 446.7 13.7 3.1
Spreads 1,408.4 248.7 17.7
Sweet Biscuits, Snack Bars and Fruit Snacks 3,069.0 70.2 2.3
Source: Euromonitor International, 2022

During the forecast period, the Italy organic packaged food market is expected to grow at a CAGR of 6.5% and to be valued at US$2.4 billion by 2026. Organic savoury snacks are expected to see the fastest growth at a CAGR of 10.2%, reaching total retail sales of US$256.6 million by 2026. Dairy is also forecast to show relatively higher growth than other organic packaged food categories, at a CAGR of 7.7%, reaching total retail value sales of US$670.1 million by 2026.

Organic packaged food retail value sales by product category - Forecast retail sales in US$ millions
Category 2022 2023 2024 2025 2026
Organic Packaged Food Total 1,880.5 1,999.3 2,125.6 2,265.4 2,414.0
Baby Food 47.5 48.8 49.6 52.8 55.5
Bread 27.2 28.8 30.4 32.1 33.9
Breakfast Cereals 6.4 6.8 7.3 7.8 8.3
Confectionery 34.2 35.6 37.1 38.8 40.7
Dairy 500.2 539.1 577.1 621.6 670.1
Edible Oil 138.9 145.2 152.0 159.4 166.6
Ready Meals 101.5 108.4 116.1 124.4 132.9
Rice, Pasta and Noodles 329.6 341.4 355.8 369.8 383.6
Sauces, Dressings and Condiments 45.7 48.8 51.8 54.9 58.5
Savoury Snacks 174.8 193.2 213.0 234.0 256.6
Shelf Stable Meat, Seafood, Fruit and Vegetables 116.2 119.6 123.0 126.9 130.6
Soup 14.6 15.7 16.9 18.1 19.4
Spreads 269.7 289.2 311.2 334.1 359.3
Sweet Biscuits, Snack Bars and Fruit Snacks 74.0 78.7 84.3 90.8 98.1
Source: Euromonitor International, 2022
Organic packaged food retail value sales by product category - Forecast retail value sales growth
Category Annual growth % 2021-2022 CAGR* % 2021-2026 Total growth % 2021-2026
Organic Packaged Food Total 6.8 6.5 37.1
Baby Food 2.4 3.6 19.6
Bread 6.7 5.9 32.9
Breakfast Cereals 6.7 6.7 38.3
Confectionery 4.3 4.4 24.1
Dairy 8.3 7.7 45.1
Edible Oil 4.8 4.7 25.6
Ready Meals 7.6 7.1 40.9
Rice, Pasta and Noodles 4.2 3.9 21.3
Sauces, Dressings and Condiments 6.8 6.4 36.7
Savoury Snacks 10.9 10.2 62.8
Shelf Stable Meat, Seafood, Fruit and Vegetables 3.3 3.0 16.1
Soup 1.1 7.2 41.6
Spreads 1.6 7.6 44.5
Sweet Biscuits, Snack Bars and Fruit Snacks 4.4 6.9 39.7

Source: Euromonitor International, 2022

*CAGR: Compound annual growth rate

Competition

The Italy organic packaged food market remained a fragmented industry throughout 2016 and 2021, with Granlatte Societá Cooperativa Agricola arl as the only company who had a double digit market share 11.1% and was the largest company, in terms of retails value sales, followed by Rigoni di Asiago Srl (US$155.3 million, 8.8% market share). While private labels continued to show strong presence in the market, with total market share of 20.4% in 2021, reaching US$358.6 million.

Top 10 organic packaged food companies in Italy in 2021 - Retail value sales in US$ millions and market share
Company Retail sales (US$ millions) Market share (%)
Granlatte Societá Cooperativa Agricola arl 195.2 11.1
Rigoni di Asiago Srl 155.3 8.8
Alce Nero, Gruppo 73.6 4.2
Ecor NaturaSì SpA 71.8 4.1
Almaverde Bio Italia Srl, Società Consortile 62.9 3.6
Cooperativa Latteria Vipiteno Società Agricola 43.6 2.5
Idea Team Srl 41.7 2.4
Costa D'Oro SpA 20.1 1.1
Barilla Holding SpA 19.3 1.1
Flli De Cecco di Filippo Fara San Martino SpA 18.7 1.1
Private Label 358.6 20.4
Others 518.2 29.4
Source: Euromonitor International, 2022

Distribution

Store-based retail channels continue to be the main outlets for organic grocery sales, especially led by hypermarkets and supermarkets. During the 2016 to 2021 period, sales by e-commerce grew at a CAGR of 12.5%, supported by diversified online grocery e-commerce options.

Distribution Channels for Organic Packaged Food in Italy - Retail value sales in US$ millions and market share
Outlet Type 2016 2021 CAGR* % 2016-2021
Actual Share Actual Share
Total 1,132.4 100 1,761.1 100 9.2
Store-Based Retailing 1,097.2 96.9 1,697.7 96.4 9.1
Grocery Retailers 1,064.3 94.0 1,641.2 93.2 9.0
Modern Grocery Retailers 472.1 41.7 734.4 41.7 9.2
Discounters 137.6 12.1 220.1 12.5 9.9
Forecourt Retailers 28.9 2.5 40.5 2.3 7.0
Hypermarkets 106.9 9.4 160.3 9.1 8.4
Supermarkets 198.7 17.5 313.5 17.8 9.5
Traditional Grocery Retailers 592.2 52.3 906.8 51.5 8.9
Independent Small Grocers 592.2 52.3 906.8 51.5 8.9
Non-Grocery Specialists 32.8 2.9 56.4 3.2 11.5
Non-Store Retailing 35.2 3.1 63.4 3.6 12.5
E-Commerce 35.2 3.1 63.4 3.6 12.5

Source: Euromonitor International, 2022

*CAGR: Compound annual growth rate

Note: Actuals for some of sub-outlet types are unavailable. As such, the total of certain sub-categories may not equal to the total of their super-category.

Subsector analysis

Organic baby food

The organic baby food market in Italy expanded by a CAGR of 3.8% during the 2016 to 2021 period, recording total retail sales of US$46.4 million in 2021. Organic dried baby food saw the highest growth at a CAGR of 9.6% between 2016 and 2021.

Organic baby food retail value sales by sub-category - Historic retail sales in US$ millions
Category 2016 2017 2018 2019 2020 2021
Organic Baby Food Total 38.5 40.2 41.8 43.7 45.3 46.4
Milk Formula 6.5 6.9 7.4 8.1 6.8 5.8
Dried Baby Food 3.8 4.3 4.7 5.1 5.6 6.0
Prepared Baby Food 15.2 15.6 16.2 16.8 18.3 19.4
Other Baby Food 13.0 13.4 13.5 13.7 14.5 15.2
Source: Euromonitor International, 2022
Organic baby food retail value sales by sub-category - Historic retail value sales growth
Category Annual growth % 2020-2021 CAGR* % 2016-2021 Total growth % 2016-2021
Organic Baby Food Total 2.4 3.8 20.5
Milk Formula −14.7 −2.3 −10.8
Dried Baby Food 7.1 9.6 57.9
Prepared Baby Food 6.0 5.0 27.6
Other Baby Food 4.8 3.2 16.9

Source: Euromonitor International, 2022

*CAGR: Compound annual growth rate

With respect to competition, Alce Nero, Gruppo maintained its leadership in organic baby food throughout 2016 and 2021. In 2021, Alce Nero, Gruppo accounted for 23.9% of the total organic baby food market in Italy. Other major players were Hipp GmbH & Co Vertrieb KG with a market share of 18.1% and Danone, Groupe with a market share of 13.6% in 2021.

Top 5 organic baby food companies in Italy in 2021 - Retail value sales in US$ millions and market share
Company Retail sales (US$ millions) Market share (%)
Alce Nero, Gruppo 11.1 23.9
Hipp GmbH & Co Vertrieb KG 8.4 18.1
Danone, Groupe 6.3 13.6
Nestlé SA 0.6 1.3
Il Mangiarsano SpA 0.4 0.9
Private Label 10.8 23.3
Others 8.8 19.0
Source: Euromonitor International, 2022

Organic dried baby food is set to experience great growth at a CAGR of 6.4% during the forecast period, with total retail sales of US$8.9 million by 2026.

Organic baby food retail value sales by sub-category - Forecast retail sales in US$ millions
Category 2022 2023 2024 2025 2026
Organic Baby Food Total 47.5 48.8 49.6 52.8 55.5
Milk Formula 4.6 3.8 2.4 3.0 3.1
Dried Baby Food 6.5 7.0 7.5 8.2 8.9
Prepared Baby Food 20.5 21.6 22.8 24.1 25.5
Other Baby Food 15.8 16.4 16.9 17.4 18.1
Source: Euromonitor International, 2022
Organic baby food retail value sales by sub-category - Forecast retail value sales growth
Category Annual growth % 2021-2022 CAGR* % 2021-2026 Total growth % 2021-2026
Organic Baby Food Total 2.4 2.6 19.6
Milk Formula −20.7 −12.4 −46.6
Dried Baby Food 8.3 6.4 48.3
Prepared Baby Food 5.7 4.4 31.4
Other Baby Food 3.9 2.7 19.1

Source: Euromonitor International, 2022

*CAGR: Compound annual growth rate

Organic bread and breakfast cereals

From 2016 to 2021, organic bread and organic breakfast cereals all grew steady at at a CAGR of 6.5%, and 6.9% respectively, with total retail sales of US$25.5 million and US$6.0 million in 2021.

Organic bread and breakfast cereals retail value sales - Historic retail sales in US$ millions
Category 2016 2017 2018 2019 2020 2021
Organic Bread 18.6 19.4 20.5 21.6 23.8 25.5
Organic Breakfast Cereals 4.3 4.6 4.9 5.3 5.7 6.0
Source: Euromonitor International, 2022
Organic bread and breakfast cereals retail value sales - Historical retail value sales growth
Category Annual growth % 2020-2021 CAGR* % 2016-2021 Total growth % 2016-2021
Organic Bread 7.1 6.5 37.1
Organic Breakfast Cereals 5.3 6.9 39.5

Source: Euromonitor International, 2022

*CAGR: Compound annual growth rate

Idea Team Srl was the leading company among organic bread companies, accounting for 32.0% of the total retail value sales in 2021. Ecor NaturaSì SpA was the leading company among organic breakfast cereal companies, accounting for 47% of the total retail value sales in 2021.

Organic bread companies in Italy in 2021 - Retail value sales in US$ millions and market share
Company Retail sales (US$ millions) Market share (%)
Idea Team Srl 8.2 32.0
Ecor NaturaSì SpA 5.1 20.0
Private Label 8.6 33.6
Others 3.7 14.5
Source: Euromonitor International, 2022
Organic breakfast cereals companies in Italy in 2021 - Retail value sales in US$ millions and market share
Company Retail sales (US$ millions) Market share (%)
Ecor NaturaSì SpA 2.8 47.0
Idea Team Srl 1.6 27.1
Molino Nicoli SpA 0.8 13.0
Alce Nero, Gruppo 0.7 12.1
Others 0.0 0.7
Source: Euromonitor International, 2022
Organic bread and breakfast cereals retail value sales - Forecast retail sales in US$ millions
Category 2022 2023 2024 2025 2026
Organic Bread 57.9 60.8 63.7 66.6 69.6
Organic Breakfast Cereals 72.8 80.5 89.0 98.3 108.9
Source: Euromonitor International, 2022

It is expected to see similar growth during the forecast period, at a CAGR of 5.9%, and 6.7% respectively by 2026.

Organic bread and breakfast cereals retail value sales - Forecast retail value sales growth
Category Annual growth % 2021-2022 CAGR* % 2021-2026 Total growth % 2021-2026
Organic Bread 6.7 5.9 32.9
Organic Breakfast Cereals 6.7 6.7 38.3

Source: Euromonitor International, 2022

*CAGR: Compound annual growth rate

Organic cooking ingredients and meals

The Italy organic edible oil market grew at a CAGR of 5.0% during the 2016 to 2021 period, with total retail sales of US$132.6 million in 2021. It is expected to expand by a CAGR of 4.7% from 2021 to 2026, reaching total retail sales of US$166.6 million by 2026.

The organic ready meals saw continued growth at a CAGR of 9.5% during the 2016 to 2021 period with total retail sales of US$94.3 million in 2021. This market is expected to expand at a CAGR of 7.1% between 2021 and 2026, reaching total retail sales of US$132.9 million by 2026.

The retail value sales of the organic soup category increased by a CAGR of 6.7% between 2016 and 2021, with total retail sales of US$13.7 million in 2021. The organic soup market is expected to see growth at a CAGR of 7.2% from 2021 to 2026, reaching total retail sales of US$19.4 million by 2026.


The organic spreads saw growth at a CAGR of 6.6% from 2016 to 2021, with total retail sales valued at US$248.7 million in 2021. This market is expected to see a strong growth at a CAGR of 7.6% during the forecast period and to be valued at US$359.3 million by 2026.

Organic cooking ingredients and meals retail value sales by sub-category - Historic retail sales in US$ millions
Category 2016 2017 2018 2019 2020 2021
Organic Edible Oil Total 103.8 108.7 114.6 117.4 127.5 132.6
Olive Oil 54.2 57.4 61.1 60.4 65.3 67.6
Vegetable and Seed Oil 49.6 51.4 53.4 57.0 62.2 65.0
Organic Ready Meals 60.0 66.3 71.9 76.8 86.2 94.3
Organic Sauces, Dressings and Condiments 32.8 34.4 35.9 37.8 40.4 42.8
Organic Soup 9.9 10.7 11.3 12.2 12.8 13.7
Organic Spreads Total 216.4 228.8 240.8 252.6 271.9 292.5
Spreads 180.3 191.0 201.6 212.6 229.6 248.7
Honey 36.1 37.8 39.2 40.0 42.3 43.8
Source: Euromonitor International, 2022
Organic cooking ingredients and meals retail value sales by sub-category - Historical retail value sales growth
Category Annual growth % 2020-2021 CAGR* % 2016-2021 Total growth % 2016-2021
Organic Edible Oil Total 4.0 5.0 27.7
Olive Oil 3.5 4.5 24.7
Vegetable and Seed Oil 4.5 5.6 31.0
Organic Ready Meals 9.4 9.5 57.2
Organic Sauces, Dressings and Condiments 5.9 5.5 30.5
Organic Soup 7.0 6.7 38.4
Organic Spreads Total 7.6 6.2 35.2
Spreads 8.3 6.6 37.9
Honey 3.5 3.9 21.3

Source: Euromonitor International, 2022

*CAGR: Compound annual growth rate

Costa D'Oro SpA led the sales of the Italy organic edible oil, with a market share of 15.2%, followed by Ki group SpA with a market share of 7.0% and Monini SpA with a market share of 6.3% in 2021.

Top 10 organic edible oil companies in Italy in 2021 - Retail value sales in US$ millions and market share
Company Retail sales (US$ millions) Market share (%)
Costa D'Oro SpA 20.1 15.2
Ki group SpA 9.3 7.0
Monini SpA 8.4 6.3
Deoleo SA 7.3 5.5
Flli De Cecco di Filippo Fara San Martino SpA 5.8 4.4
Farchioni Olii SpA 4.3 3.3
Idea Team Srl 3.2 2.4
Olearia Desantis SpA 2.0 1.5
Bright Food (Group) Co Ltd 0.3 0.3
Private Label 1.7 1.2
Others 70.2 53.0
Source: Euromonitor International, 2022

Almaverde Bio Italia Srl, Società Consortile is Italy's leading organic ready meal company, accounting for 65.3% of the organic ready meal sales in 2021.

Organic ready meal companies in Italy in 2021 - Retail value sales in US$ millions and market share
Company Retail sales (US$ millions) Market share (%)
Almaverde Bio Italia Srl, Società Consortile 61.6 65.3
Ecor NaturaSì SpA 12.2 13.0
Isalpa Srl 5.7 6.0
Private Label 8.0 8.5
Others 6.8 7.2
Source: Euromonitor International, 2022

Orogel Surgelati SpA was the top company, accounted for 29.0% of the retail value sales, reaching US$4 million, followed by Alce Nero, Gruppo, accounting for 18.7% in 2021.

Organic soup companies in Italy in 2021 - Retail value sales in US$ millions and market share
Company Retail sales (US$ millions) Market share (%)
Orogel Surgelati SpA 4.0 29.0
Alce Nero, Gruppo 2.6 18.7
Almaverde Bio Italia Srl, Società Consortile 1.3 9.4
Azienda Agricola Buonamici Srl 0.3 2.1
Private Label 4.8 35.3
Other 0.8 5.5
Source: Euromonitor International, 2022

Rigoni di Asiago Srl was the leading spread company in Italy with a market share of 62.4%, reaching US$155.3 million, followed by Alce Nero, Gruppo with a market share of 9.7% in 2021.

Organic spread companies in Italy in 2021 - Retail value sales in US$ millions and market share
Company Retail sales (US$ millions) Market share (%)
Rigoni di Asiago Srl 155.3 62.4
Alce Nero, Gruppo 24.1 9.7
Ponti SpA 12.3 4.9
Apicoltura Casentinese Srl 5.1 2.1
Idea Team Srl 2.3 0.9
Conapi Consorzio Apicoltori Ed Agricoltori-biologici Italiani, Societa' Cooperativa Agricola 1.2 0.5
Ecor NaturaSì SpA 1.0 0.4
Empresas Carozzi SA 1.0 0.4
Private Label 8.2 3.3
Others 38.2 15.4
Source: Euromonitor International, 2022
Organic cooking ingredients and meals retail value sales by sub-category - Forecast retail sales in US$ millions
Category 2022 2023 2024 2025 2026
Organic Edible Oil Total 138.9 145.2 152.0 159.4 166.6
Olive Oil 70.0 72.5 75.1 78.1 80.9
Vegetable and Seed Oil 68.9 72.7 76.9 81.3 85.7
Organic Ready Meals 101.5 108.4 116.1 124.4 132.9
Organic Sauces, Dressings and Condiments 45.7 48.8 51.8 54.9 58.5
Organic Soup 14.6 15.7 16.9 18.1 19.4
Organic Spreads Total 315.4 336.7 360.4 385.1 412.3
Spreads 269.7 289.2 311.2 334.1 359.3
Honey 45.7 47.5 49.2 51.0 53.0
Source: Euromonitor International, 2022
Organic cooking ingredients and meals retail value sales by sub-category - Forecast retail value sales growth
Category Annual growth % 2021-2022 CAGR* % 2021-2026 Total growth % 2021-2026
Organic Edible Oil Total 4.8 4.7 25.6
Olive Oil 3.6 3.7 19.7
Vegetable and Seed Oil 6.0 5.7 31.8
Organic Ready Meals 7.6 7.1 40.9
Organic Sauces, Dressings and Condiments 6.8 6.4 36.7
Organic Soup 6.6 7.2 41.6
Organic Spreads Total 7.8 7.1 41.0
Spreads 8.4 7.6 44.5
Honey 4.3 3.9 21.0

Source: Euromonitor International, 2022

*CAGR: Compound annual growth rate

Organic dairy

The Italy organic dairy market grew at a CAGR of 9.0% during the 2016 to 2021 period, recording total retail sales of US$461.9 million in 2021. Organic cheese sub-category saw the fastest growth at a CAGR of 11.4% between 2016 and 2021. Organic dairy sector is forecast to see growth at a CAGR of 7.7% from 2021 to 2026, reaching total retail sales of US$670.1 million by 2026.

Organic dairy retail value sales by sub-category - Historic retail sales in US$ millions
Category 2016 2017 2018 2019 2020 2021
Organic Dairy Total 299.8 326.6 356.6 389.8 427.3 461.9
Organic Butter and Spreads 39.7 41.4 43.1 44.6 47.8 50.9
Organic Cheese 115.3 126.8 139.1 156.1 178.7 197.6
Organic Milk 89.3 94.8 101.4 118.2 130.2 140.5
Organic Yoghurt 53.7 61.8 71.1 69.0 68.5 70.6
Organic Cream 1.8 1.8 1.9 2.0 2.1 2.1
Source: Euromonitor International, 2022
Organic dairy retail value sales by sub-category - Historical retail value sales growth
Category Annual growth % 2020-2021 CAGR* % 2016-2021 Total growth % 2016-2021
Organic Dairy Total 8.1 9.0 54.1
Organic Butter and Spreads 6.5 5.1 28.2
Organic Cheese 10.6 11.4 71.4
Organic Milk 7.9 9.5 57.3
Organic Yoghurt 3.1 5.6 31.5
Organic Cream 0.0 3.1 16.7

Source: Euromonitor International, 2022

*CAGR: Compound annual growth rate

The Italy organic dairy market is highly fragmented, with sales led by Granlatte Societá Cooperativa Agricola arl, which accounted for 42.3% of the total organic dairy sales in 2021.

Top organic dairy companies in Italy in 2021 - Retail value sales in US$ millions and market share
Company Retail sales (US$ millions) Market share (%)
Granlatte Societá Cooperativa Agricola arl 195.2 42.3
Cooperativa Latteria Vipiteno Società Agricola 43.6 9.4
Andros SAS 14.8 3.2
Saputo Inc 11.9 2.6
Prealpi Industria Casearia SpA 7.8 1.7
Latteria Montello SpA 5.7 1.2
Brazzale SpA 5.5 1.2
Private Label 56.6 12.3
Others 120.8 26.1
Source: Euromonitor International, 2022
Organic dairy retail value sales by sub-category - Forecast retail sales in US$ millions
Category 2022 2023 2024 2025 2026
Organic Dairy Total 500.2 539.1 577.1 621.6 670.1
Organic Butter and Spreads 54.6 57.1 59.8 62.5 66.1
Organic Cheese 216.6 235.1 251.0 270.2 290.7
Organic Milk 152.3 164.8 178.2 193.8 210.3
Organic Yoghurt 74.4 79.8 85.7 92.6 100.5
Organic Cream 2.2 2.3 2.4 2.5 2.6
Source: Euromonitor International, 2022
Organic dairy retail value sales by sub-category - Forecast retail value sales growth
Category Annual growth % 2021-2022 CAGR* % 2021-2026 Total growth % 2021-2026
Organic Dairy Total 8.3 7.7 45.1
Organic Butter and Spreads 7.3 5.4 29.9
Organic Cheese 9.6 8.0 47.1
Organic Milk 8.4 8.4 49.7
Organic Yoghurt 5.4 7.3 42.4
Organic Cream 4.8 4.4 23.8

Source: Euromonitor International, 2022

*CAGR: Compound annual growth rate

Organic rice and pasta

During the 2016 to 2021 period, the Italy organic rice and pasta market saw a growth at a CAGR of 7.9% and was valued at US$316.2 million in 2021. While this market is forecast to see positive growth, the growth of the market will be at a CAGR of 3.9%, reaching total retail sales of US$383.6 million by 2026.

Organic rice and pasta retail value sales - Historic retail sales in US$ millions
Category 2016 2017 2018 2019 2020 2021
Organic Rice and Pasta Total 216.4 247.2 261.6 275.2 325.4 316.2
Rice 13.4 14.9 15.9 16.8 19.7 19.1
Pasta 203.0 232.3 245.7 258.4 305.7 297.1
Source: Euromonitor International, 2022
Organic rice and pasta retail value sales - Historical retail value sales growth
Category Annual growth % 2020-2021 CAGR* % 2016-2021 Total growth % 2016-2021
Organic Rice and Pasta Total −2.8 7.9 46.1
Organic Rice −3.0 7.3 42.5
Organic Pasta −2.8 7.9 46.4

Source: Euromonitor International, 2022

*CAGR: Compound annual growth rate

In 2021, the retail value sales of Italy organic rice and pasta sector are led by Ecor NaturaSì SpA with a market share of 11.5%, Barilla Holding SpA with a market share of 6.1% and Alce Nero, Gruppo with a market share of 6.0%. Private labels accounted for 55.8% of this market, recording total retail sales of US$176.6 million in 2021.

Top organic rice and pasta companies in Italy in 2021 - Retail value sales in US$ millions and market share
Company Retail sales (US$ millions) Market share (%)
Ecor NaturaSì SpA 36.3 11.5
Barilla Holding SpA 19.3 6.1
Alce Nero, Gruppo 19.0 6.0
Flli De Cecco di Filippo Fara San Martino SpA 12.3 3.9
Newlat Food SpA 7.1 2.2
Idea Team Srl 5.6 1.8
Sarchio SpA 4.4 1.4
Private Label 176.6 55.8
Others 35.6 11.2
Source: Euromonitor International, 2022
Organic rice and pasta retail value sales - Forecast retail sales in US$ millions
Category 2022 2023 2024 2025 2026
Organic Rice and Pasta Total 329.6 341.4 355.8 369.8 383.6
Organic Rice 19.9 20.7 21.5 22.4 23.3
Organic Pasta 309.7 320.7 334.3 347.4 360.3
Source: Euromonitor International, 2022
Organic rice and pasta retail value sales - Forecast retail value sales growth
Category Annual growth % 2021-2022 CAGR* % 2021-2026 Total growth % 2021-2026
Organic Rice and Pasta Total 4.2 3.9 21.3
Organic Rice 4.2 4.1 22.0
Organic Pasta 4.2 3.9 21.3

Source: Euromonitor International, 2022

*CAGR: Compound annual growth rate

Canada exported pulses to Italy 2017 to 2021

Canada's exports of pulses to Italy in values declined for the past five years at a CAGR of −41.9% between 2017 and 2021, from Can$8,961.3 thousand in 2017 to Can$1,023.5 thousand in 2021. Only organic lentils grew at a CAGR of 53.7% between 2019 and 2021, reaching Can$316.8 thousand in 2021.

Canada exported organic pulses to Italy in Can$ thousand 2017 to 2021
HS Code Description 2017 2018 2019 2020 2021 CAGR* % 2017-2021
Total 8,961.3 5,064.3 2,212.3 2,759.7 1,023.5 −41.9
07134021 lentils, certified organic, green, including french, dried, shelled, w/n skinned / split, nowhere else specified 7,576.7 3,325.3 1,532.1 1,965.8 427.4 −51.3
07134029 lentils, certified organic, nes, dried, shelled, w/n skinned / split,o/t seeds for sowing 134.0 50.2 316.8 53.7
07134022 lentils, certified organic, red, dried, shelled, w/n skinned / split, nowhere else specified 1,366.1 1,738.9 546.2 743.7 279.3 −32.8
07131021 peas, certified organic, yellow, dried,shelled,w/n skinned / split, o/t seeds for sowing 18.4 N/C[1]

Source: Global Trade Tracker 2022

*CAGR: Compound annual growth rate

1: Not Calculable

Canada exported organic pulses to Italy in tonnes 2017 to 2021
HS Code Description 2017 2018 2019 2020 2021 CAGR* % 2017-2021
Total 8,366.9 5,487.0 3,439.1 3,167.3 964.9 −42.7
07134021 lentils, certified organic, green, including fresh,dried,shelled, w/n skinned/split, nowhere else specified 6,794.1 3,359.3 2,466.5 2,262.6 416.4 −50.2
07134022 lentils, certified organic, red, dried, shelled, w/n skinned/split, nowhere else specified 1,547.8 2,127.8 854.3 859.9 346.0 −31.2
07134029 lentils, certified organic, nes, dried, shelled, w/n skinned/split,o/t seeds for sowing 118.3 44.9 202.6 30.9
07131021 peas, certified organic, yellow, dried, shelled, w/n skinned/split, o/t seeds for sowing 24.9 N/C[1]

Source: Global Trade Tracker 2022

*CAGR: Compound annual growth rate

1: Not Calculable

New product launch analysis

From 2017 to 2021, 1,040 organic packaged food products were introduced in Italy with the highest number of new products launched in 2019. The most popular product claim was organic (1,007 products from 2017 to 2021). Other popular claims were low/no/reduced allergen (328 products from 2017 to 2021) and Ethical - Sustainable (Habitat/Resources) (298 products from 2017 to 2021). The companies with the highest number of new product launches was EcorNaturaSì with 155 products, followed by Baule Volante (59 products) and Conad (22 products). Nearly half of the product launches (504 products) was new products. The top five packaging types included flexible (392 products) followed by jar (187 products).

New product launches of organic packaged food products in Italy, 2017 to 2021
Product attributes Number of new products by year Total
2017 2018 2019 2020 2021
Yearly product launches 235 226 242 190 147 1,040
Top 10 claims
Organic 231 215 237 183 141 1,007
Low/No/Reduced Allergen 85 73 79 47 44 328
Ethical - Sustainable (Habitat/Resources) 63 41 79 64 51 298
Vegan/No Animal Ingredients 47 76 55 43 39 260
Gluten Free 59 53 68 38 38 256
Ethical - Environmentally Friendly Product 47 34 68 52 40 241
Ethical - Environmentally Friendly Package 53 34 41 63 42 233
Ethical - Recycling 26 12 24 41 17 120
Babies and Toddlers (0-4) 52 12 35 4 15 118
Wholegrain 26 27 28 20 12 113
Top 5 companies
EcorNaturaSì 31 30 20 47 27 155
Baule Volante 15 16 21 5 2 59
Conad 0 1 21 0 0 22
Terre e Tradizioni 15 3 0 1 2 21
HiPP 11 1 5 0 3 20
Top 5 flavour component
Unflavoured/Plain 107 92 106 80 78 463
Apple 10 3 9 4 7 33
Ginger 5 8 10 3 2 28
Tomato 10 8 4 4 1 27
Vegetable 9 10 4 2 1 26
Top 5 ingredients
Waters (Food) 95 62 70 30 28 285
Salt (Food) 49 64 56 42 46 257
Sunflower Seed Oil (Food) 45 66 41 33 32 217
Food Acids 32 35 39 21 20 147
Sea Salt (Food) 31 47 25 20 21 144
Launch types
New Product 127 101 128 76 72 504
New Variety/Range Extension 75 70 80 77 39 341
New Packaging 19 32 24 14 22 111
Relaunch 12 14 10 22 13 71
New Formulation 2 9 0 1 1 13
Top 5 packaged types
Flexible 108 70 78 71 65 392
Jar 38 32 59 26 32 187
Bottle 25 23 31 24 10 113
Carton 16 19 15 15 11 76
Tray 11 27 15 13 3 69
Source: Mintel GNPD, 2022

Examples of new products

Stage 2 Organic Baby Milk Powder Formula
Record ID 9266144
Company HiPP
Manufacturer HiPP
Brand HiPP Bio Combiotic
Category Baby Food
Sub-category Baby formula (6-12 months)
Market Italy
Production Code DE NW 201 EG
Store name Sorgentenatura.it
Store type Internet / mail order
Date published December 2021
Product source Shopper
Launch type New product
Price in local currency €19.30
Price in US dollars 21.84
 

HiPP Bio Combiotic Latte di Proseguimento Bio 2 (Stage 2 Organic Baby Milk Powder Formula) is said to be Europe's number 1 brand in organic formulated milks. The product has been made with selected organic ingredients, and has been formulated with vitamin C and D to support the immune system; live lactic ferments; omega 3 fatty acids, and lactose. It is suitable from six months onwards, and can be prepared by mixing 150 millilitres of boiled water with five scoops of powder. It retails in a 600 gram recyclable pack providing 44 100  millilitre portions, and featuring preparation instructions as well as the EU Organic and FSC Mix logos. The packaging is made with lower CO2 emissions compared to tin cans, is 99% recyclable, is printed with plant-based oil colors and made with cardboard from responsibly managed sources.

Organic Whole Peeled Tomatoes
Record ID 8810525
Company EcorNaturaSì
Manufacturer Defiap
Brand NaturaSì
Category Fruit and vegetables
Sub-category Vegetables
Market Italy
Store name Naturitas.it
Store type Internet / mail order
Date published June 2021
Product source Shopper
Launch type New packaging
Price in local currency €2.35
Price in US dollars 2.85
 

NaturaSì Pomodori Pelati Interi Biologici (Organic Whole Peeled Tomatoes) have been repackaged in a newly designed pack with new graphics. The product consists of Italian tomatoes processed within 24 hours from harvest, and retails in a two 400 gram pack featuring the EU Organic logo as well as a QR code. The manufacturer claims to write only essential info on pack to avoid wasting packaging material and to support an ecosystem based on a circularity between production process and economy, collaborating with conscious producers, transformers, distributors and consumers who share ethical farming finalised to the production of vital food accessible to anyone.

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Resources

  • Euromonitor International 2022
  • Mintel, New Product Database 2022
  • Global Trade Tracker 2022

Health and wellness – Organic packaged food trends in Italy
Global Analysis Report

Prepared by: Hongli Wang, Senior Market Analyst

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