Italian brands face value gap despite record food exports

A recent conference in Rome, titled “Reputation and brand. Building value in the food and wine supply chain,” highlighted a significant discrepancy in the value of Italian brands. While Italian food and wine exports reached a record 73 billion euros in 2025, a 5% increase, data from Brand Finance 2026 shows that Italian brands represent 19% of the top 100 global food brands but hold only 7.4% of their total value.

The Italian agri-food sector reached a total value of 707 billion euros in 2025. However, industry experts noted that the sector faces challenges from geopolitical crises, rising energy costs, and climate change. The central challenge remains transforming high product quality into long-term economic value, reputation, and consumer trust.

In the luxury sector, Ferrari reported a brand value increase of over 14%, reaching 17.7 billion dollars according to Interbrand’s Best Global Brands 2026 ranking. The company rose to 51st place globally, driven by its strategy involving automotive competition, sports cars, and luxury lifestyle activities.