Italy consumer trends show surge in plant-based and protein-rich foods

Consumer habits in Italy are undergoing a significant shift toward plant-based, high-protein, and 'free-from' products. According to data from the GS1 Italy Immagino Observatory, the 'free-from' sector has reached a value of 12.6 billion euros, accounting for nearly 30% of large-scale retail revenue.

Key growth areas include lactose-free products, which grew by 7.7% to over 2.4 billion euros, and high-protein products, which rose by 6.3% to exceed 2.1 billion euros. Notably, the plant-based segment saw a substantial value increase of 36.2%. There is also a growing trend toward traditional and high-quality products, with 'handmade' items seeing an 8.7% increase.

Research from Eurispes highlights a demographic shift in dietary choices. In Italy, the percentage of vegans has risen from 0.9% in 2017 to 3.2% in 2026, while the vegetarian population saw a slight decrease from 6.2% to 5.3% over the same period.