Market Insights Consumer Food Vegetables

Fresh Vegetables - Italy

Italy

Revenue in the Fresh Vegetables market amounts to €18.89bn in 2024. The market is expected to grow annually by 3.16% (CAGR 2024-2029).
In global comparison, most revenue is generated in China (€93bn in 2024).
In relation to total population figures, per person revenues of €321.80 are generated in 2024.
In the Fresh Vegetables market, volume is expected to amount to 9.17bn kg by 2029. The Fresh Vegetables market is expected to show a volume growth of 0.8% in 2025.
The average volume per person in the Fresh Vegetables market is expected to amount to 149.9kg in 2024.

Key regions: Japan, China, Spain, South Korea, United Kingdom

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Analyst Opinion

The Fresh Vegetables Market in Italy has experienced negligible growth, influenced by factors such as changing consumer preferences, seasonal availability, and competition from imported products, which challenge local production and limit overall market expansion.

Customer preferences: Consumers in Italy are increasingly prioritizing sustainability and local sourcing in their food choices, driving a notable shift in the Fresh Vegetables Market. This trend is fueled by a growing awareness of environmental issues and a desire to support local farmers. Additionally, younger demographics are leaning towards plant-based diets, influenced by health consciousness and ethical considerations. Urbanization and busy lifestyles are also prompting a rise in demand for convenient, pre-packaged fresh vegetable options, reflecting a blend of traditional preferences with modern convenience.

Trends in the market: In Italy, the Fresh Vegetables Market is experiencing a significant shift towards sustainability and local sourcing, with consumers increasingly favoring products from nearby farms. This trend is underscored by heightened awareness of environmental issues and a commitment to supporting local economies. Younger consumers are embracing plant-based diets driven by health and ethical motivations, while urbanization has led to a growing preference for convenient, pre-packaged fresh vegetable options. These evolving consumer behaviors are shaping the strategies of industry stakeholders, urging them to innovate and adapt in order to meet the demand for sustainable and convenient products.

Local special circumstances: In Italy, the Fresh Vegetables Market is influenced by the country's diverse climate and rich agricultural heritage, leading to a variety of locally grown produce that caters to regional tastes. The Mediterranean diet, deeply ingrained in Italian culture, promotes the consumption of fresh vegetables, contributing to their popularity. Additionally, stringent EU regulations on food safety and sustainability practices encourage farmers to adopt eco-friendly methods. These unique factors foster a robust demand for organic and locally sourced vegetables, driving innovation in farming practices and distribution channels to align with consumer preferences for quality and sustainability.

Underlying macroeconomic factors: The Fresh Vegetables Market in Italy is significantly shaped by macroeconomic factors such as national economic stability, consumer spending patterns, and global agricultural trends. Italy’s robust agricultural sector benefits from favorable fiscal policies that encourage investment in sustainable farming practices and innovation. Additionally, fluctuations in global commodity prices and supply chain disruptions can impact the availability and pricing of fresh vegetables. The rising trend toward health and wellness fuels demand for organic produce, while Italy's strong tourism sector enhances the visibility and consumption of local vegetables. Consequently, these interconnected factors contribute to a dynamic and evolving market landscape.

Methodology

Data coverage:

The data encompasses B2C enterprises. Figures are based on the total consumer spending on food, which comprises all private household spending on food that is meant for at-home consumption (out-of-home consumption is not accounted for).

Modeling approach:

Market sizes are determined through a top-down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, national statistical offices, international institutions, trade associations, companies, the trade press, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, consumer spending, and consumer price index. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the exponential trend smoothing is well suited for forecasting the Food market with a projected steady growth. The main drivers are GDP per capita and consumer spending per capita.

Additional notes:

The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year.