Italian consumers are embracing organic food at an unprecedented pace, driving retail sales to EUR 4.44 billion in 2025 and reinforcing sustainability as a major force within the country’s food sector.
New data from Ismea shows that organic purchases increased by 9.2% year-on-year, with supermarkets, traditional retailers, and hypermarkets all benefiting from stronger consumer demand. However, one category continues to struggle against the broader positive trend: organic wine.
While most organic food sectors recorded solid growth in 2025, organic wine and sparkling wine sales slipped by 0.1% in value and 1.9% in volume. The decline highlights an ongoing disconnect between the expansion of organic food consumption and consumer purchasing behavior in the wine category. Despite increasing environmental awareness, organic wines still account for only a small portion of Italy’s overall food and beverage market.
The strongest growth within the organic segment came from dairy products, where spending rose by 17.7%, supported by increased demand for fresh and hard cheeses. Fruit and vegetables also remained key drivers of organic consumption, while eggs and cereal-based products continued to recover following weaker performances in 2024. Analysts believe this reflects a structural change in consumer habits rather than a temporary inflation-driven trend.
According to the report, Italians are becoming more willing to choose organic products consistently, particularly in categories associated with health, freshness, and daily consumption. This change is visible in the increase in purchased volumes across many product groups, including vegetables (+8.8%), dairy products (+8.2%), and eggs (+9%).
Organic wine, however, appears to face different consumer dynamics. Although Italy’s total still wine and sparkling wine market grew by 1.6% in 2025, organic wine failed to participate in that expansion. Industry observers suggest that consumers may still prioritize brand recognition, appellation, or price over organic certification when selecting wines. In a competitive and price-sensitive market, organic positioning alone may not yet be sufficient to drive stronger wine sales.
The composition of Italy’s organic shopping basket has remained relatively stable over recent years, with fruit and vegetables accounting for the largest share at 42.7% of total organic spending. Dairy products have also steadily gained importance, reaching 24.3% of the organic basket in 2025. Fresh produce categories benefited from strong volume growth and stable pricing, encouraging consumers to purchase organic more frequently.
Retail channels are also evolving. Supermarkets remain the dominant outlet for organic products, posting turnover of nearly EUR 1.65 billion. However, traditional retail stores experienced a significant recovery, suggesting that consumers are increasingly diversifying where they shop. This trend points to a growing balance between convenience, local shopping habits, and product quality.
Discount retailers continued expanding their organic offerings, although growth slowed compared to previous years. Hypermarkets maintained positive momentum, with organic sales increasing by 5.1%. Across all channels, Italy’s organic sector is showing increasing maturity and resilience, supported by consumers who are integrating sustainability into their everyday purchasing decisions.
Despite the challenges faced by organic wine, the broader outlook for Italy’s organic market remains highly positive. The continued expansion of food categories linked to health, sustainability, and quality demonstrates that organic consumption is becoming a central pillar of Italian retail, even if some sectors are adapting more slowly than others.
Source: WineNews
0 comments