Wafer Made in Italy: quality and innovation

Market dynamics: the export boom in the 2024-2025 biennium

The  global wafer market reached a value of 7.2 billion dollars in 2024, with a projected compound annual growth rate (CAGR) of  5.8% until 2030, highlighting strong dynamism in the confectionery segment at the international level. Europe maintains production and consumption leadership, while a progressive penetration is recorded in high-potential markets in Asia-Pacific and North America (Mordor Intelligence, 2025).

For Italy, theagri-food export reached a historic record of 70.3 billion euros in 2024, +7.1% compared to the previous year, and is approaching the target of 73 billion in 2025 (ISMEA, 2026). The bakery and confectionery sector – which includes wafers – contributed significantly to this result, with an export value of over 4.3 billion euros (UnionFood, 2025).

The main target markets for the  Italian wafers include Germany, France, United Kingdom, United States and, growing, the countries of the Middle East and East Asia, where the perception of 'Made in Italy' confectionery continues to grow.

From the medieval wafer to steam technology: roots of an excellence

The origins of the wafer date back to the  European Middle Ages, when thin and crispy wafers were prepared with wafer irons heated over an open fire. The term 'wafer' derives from the Old French 'wafre', itself from the Frankish 'wafel', indicating precisely these thin and fragrant preparations. In the Italian Renaissance, wafers were enriched with spices and honey, served in noble courts as a symbol of refinement.

Modern industrial production of wafers was consolidated between the 19th and 20th centuries, when important Italian entrepreneurial families took artisanal confectionery tradition to the mass market. A crucial moment was the introduction of  steam-heated plates in the 1920s, which allowed large-scale production while maintaining the characteristic crispness.

Historic companies such as  Loacker, founded in 1925 in Bolzano by Joseph Loacker, have contributed to the international diffusion of the Italian wafer, combining South Tyrolean tradition with cutting-edge production technologies. Other companies like Manner (with Austro-Italian roots) and Venetian producers consolidated the reputation of Italian wafers in European and overseas markets in the post-war period.

Geography of taste: the production districts of innovation

In Italy, the  wafer production is mainly concentrated in the North and Northeast of the country, with industrial hubs in  Trentino-Alto Adige, Veneto and Piedmont, areas rich in confectionery tradition and with privileged access to high-quality raw materials such as Piedmont IGP hazelnuts and alpine milk.

Trentino-Alto Adige represents the productive heart thanks to the presence of  Loacker, which at the plants in Bolzano, Renon and Heinfels (Austria) produces over 90,000 tons of wafers per year. Veneto hosts numerous producers specialized in wafers for the retail market and the professional channel (pastry and gelato), among which Crich (1870) stands out. Piedmont combines wafer production with the excellence of local hazelnuts, creating specialties appreciated also abroad.

These regions boast plants that combine modern production techniques with respect for raw materials, guaranteeing  consistency, flavor and quality standards high in Made in Italy wafers.

Wafer engineering: thermal processes and ‘clean label’

The  basic ingredients of the wafers include:

• wheat flour of first quality;

• sugar, from beet or cane;

• vegetable oils or fats (coconut oil, cocoa butter);

• milk powder or derivatives for the creamy filling;

• natural flavors (Bourbon vanilla, cocoa powder, toasted hazelnuts);

• emulsifiers (soy or sunflower lecithin);

• leavening agents (sodium bicarbonate).

The  industrial production process is divided into the following phases:

1. Dough processing: flour, water, sugar and additives are mixed until a fluid and homogeneous batter is obtained, with controlled viscosity to ensure uniform baking;

2. Cooking on plates: the batter is automatically poured onto metal plates heated between 140°C and 160°C. Baking lasts about 2-3 minutes per wafer, during which water evaporates creating the characteristic  porous and crispy structure. The plates can be flat (for thin wafers) or with decorative patterns;

3. Layer assembly: the baked wafers are alternated with  creamy fillings prepared with vegetable fats, powdered milk, cocoa or hazelnuts. Automated systems apply uniform layers of cream (thickness 1-2 mm) ensuring the optimal wafer-filling ratio (typically 40% wafer, 60% cream).

4. Cooling and cutting: the multilayer blocks are cooled in a controlled temperature tunnel, then cut into standard formats (single, double, squares) by precision blades;

5. Packaging: the packaging is done in protective atmosphere or with barrier materials to preserve  fragrance, crispness and fragility, protecting from humidity and oxidation.

Segmentation and new trends: from ‘gourmet’ to ‘free-from’

The panorama of  Italian wafers is broad and includes:

• hazelnut wafers: made with toasted Italian hazelnuts (often Piedmont IGP Hazelnuts), appreciated for the aromatic richness and creaminess of the filling;

• cocoa wafers: with layers of dark or milk chocolate cream, often with selected origin cocoa (Ecuador, Ghana, Ivory Coast);

• vanilla wafers: with delicate and traditional flavors, often with natural Bourbon vanilla from Madagascar;

• lemon wafers: fresh and aromatic, using essential oils from Sicilian or Calabrian citrus fruits;

• organic variants: with ingredients certified from organic farming, sometimes also Fairtrade;

• gluten-free wafers: formulated with alternative flours (rice, corn) for celiac consumers

• lower sugar versions: in accordance with regulation (EC) no. 1924/2006, art. 9, that is with a minimum 30% reduction compared to the average of the best-selling products of the same category on the Italian market

Nutritional profile and label transparency

According to data from  CREA – Food and Nutrition Research Center, 100 grams of wafers provide on average:

• energy: 452 kcal;

• carbohydrates 76.2 g (of which sugars 26.7 g);

• fats 15 g;

• proteins 7.2 g;

• fiber 1.6 g.

The average indicated portion is 30 grams, considering the lightness of this type of products relative to volume, and their energy density.

Buying guide

To buy  quality Made in Italy wafers:

• favor products with organic ingredients; and sustainable (e.g. FairTrade and Rainforest Alliance certified cocoa);

• check the list of ingredients, preferring natural flavors, absence of hydrogenated fats, use of Italian raw materials;

The team of Gift (Great Italian Food Trade) offers specialist support to international buyers to identify certified and reliable Italian suppliers, facilitating the meeting between international demand and excellent Made in Italy supply.

Conclusions

The success of Italian wafers worldwide is not a static fact, but the result of a unique ability to combine the quality of raw materials
(such as Piedmont IGP Hazelnut) with a future-oriented industrial vision. The push towards references with less sugar, the elimination of hydrogenated fats and the energy optimization of baking processes demonstrate that the sector is ready for the challenges of 2030. For international buyers, choosing a Made in Italy wafer today means opting for a product that guarantees food safety, constant innovation and a timeless global appeal.

Editorial staff of GIFT (Great Italian Food Trade)

References

• CREA – Research Center for Food and Nutrition. (2019). Food composition tables. Cookies, wafers. Rome, CREA. https://www.alimentinutrizione.it/tabelle-nutrizionali/000990

• ISMEA. Report – AgriMarkets. Q3 2025.  https://www.ismeamercati.it/flex/cm/pages/ServeAttachment.php/L/IT/D/1%252F4%252Fb%252FD.8bca0e598a8ac204cdf1/P/BLOB%3AID%3D13754/E/pdf?mode=download

• Loacker. (2026).  Company history and production. https://www.loacker.com

• Mordor Intelligence. (2025).  Wafer biscuits market – Growth, trends, and forecasts (2025-2030). https://www.mordorintelligence.com/industry-reports/wafer-biscuits-market

• Italian Food Union. (2025).  Baked goods: Production and export data 2024. Rome: Italian Food Union. https://www.unioneitalianafood.it/prodotti-da-forno/