The organic sector in Italy continues to register significant growth, confirming the leading role of the Bel Paese at an international level. According to Nomisma data presented by the SANA Observatory during the SANA FOOD 2025 event, the organic market has recorded an increase both in internal consumption and exports, marking a positive trend that seems destined to continue.
The growth of organic in Italy
In 2024, sales of organic food products exceeded 6.5 billion euros, with a increase of 5.7% compared to the previous year. Most of these sales, equal to 5.2 billion euros, were generated by domestic consumption, while the foodservice sector contributed 1.3 billion euros.
The modern distribution remains the main channel for organic purchases, with a turnover of 3.3 billion euros, up 5.3% compared to 2023. Supermarkets and hypermarkets continue to dominate the market, with sales exceeding 1.6 billion euros, while discount have recorded significant expansion, reaching almost 350 million euros (+6%). On the contrary, e-commerce has experienced a slight decline of 0.4%, settling at 75 million euros.
An interesting figure concerns the organic specialized channel, which in 2024 exceeded one billion euros, with an increase of 9%. This sector, after years of slower growth, seems to have regained momentum, demonstrating greater consumer attention towards high-quality organic products.
The export of Italian organic products
Theexport of Italian organic agri-food products has in turn recorded a positive trend, reaching 3.9 billion euros in 2024, with a growth of 7% compared to 2023.
The main destination markets for Italian organic products are Germany, France France, France Scandinavia, the Benelux and the United States, where organic Made in Italy is increasingly appreciated.
A survey conducted on 336 Italian companies in the sector revealed that about one third of companies that currently do not export organic products plan to do so in the next two or three years. Furthermore, 49% of companies in the food sector and 64% in the wine sector believe that theItalian origin and the territory’s reputation are key elements for export success.
Italy thus confirms itself as one of the main quality producers in the organic sector: in the United States, for example, 45% of consumers directly associate it with the concept of organic excellence.
The preferences of Italian consumers
According to a survey by Nomisma, Italians are increasingly attentive to a healthy lifestyle and conscious eating. Over 80% of consumers pay particular attention to the quality of the products they buy, mainly for reasons of personal well-being (49%), physical fitness maintenance (45%), and disease prevention (43%).
The origin of products is one of the most important selection criteria: 47% of consumers prefer Italian origin o local (32%), while 34% look for certifications PDO/PGI. Attention also increases towards packaging sustainability (20%) and towards 100% plant-based products (20%). In the healthy products segment, organic remains a choice driver for 22% of regular consumers.
Organic foodservice
The catering sector shows a growing interest in organic products, with 68% of consumers Italians who consider the presence of organic products on the menus. Organic customers are particularly demanding and attentive in choosing the venue, considering reputation, online reviews, and service quality.
The main requests of organic consumers outside the home include:
– presence of fresh and seasonal products (48%)
– simple and minimally elaborated dishes (39%)
– vegan options and alternatives for food intolerances.
The current collective catering offer still does not seem to meet consumers' expectations.
The future of organic
Industry experts emphasize the importance of organic as a strategic lever for Italian companies. Silvia Zucconi, chief operating officer of Nomisma, highlights how the organic label represents a competitive advantage for exporting companies, whereas Evita GandiniHead of Market Insight at Nomisma emphasizes the need for training for the Horeca sector and greater awareness among parents about the role of organic food in school canteens.
Maria Grazia Mammuccini, president of FederBio, concludes by highlighting how organic is no longer a market niche, but a concrete opportunity to strengthen the bond between producers and consumers. The adoption of a Italian organic label could give further impetus to the sector, ensuring recognition, quality, and authenticity to Made in Italy products.
Marta Strinati
References
1. Bio Revolution 2025. Nomisma. 24.2.25 https://www.nomisma.it/press-area/rivoluzione-bio-2025/
Professional journalist since January 1995, she has worked for newspapers (Il Messaggero, Paese Sera, La Stampa) and magazines (NumeroUno, Il Salvagente). Author of journalistic investigations on food, she published the book 'Reading labels to know what we eat'.
