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1、 Italy plant-based food retail market insights 2021 to 2023 with initial insights into the 2024 market Executive Summary This report shows the trends in retail sales across seven plant-based product categories(meat,milk and drinks,cheese,yoghurt,ice cream,dessert and cream)in Italy between 2021 and

2、2023,based on data from Circana.It also presents initial insights into how the 2024 market is developing.The Italian retail market for plant-based food was valued at 641 million in 2023.The total annual sales value of plant-based foods in Italy grew by 16%between 2021 and 2023.Total unit sales of pl

3、ant-based foods in Italy grew by 5.8%between 2021 and 2023.Sales across seven plant-based categories totalled 641 million in 2023 an increase of 16.1%compared with 2021 and an increase of 8%compared with 2022.This increase is partly driven by inflation,but despite rising prices,demand for plant-base

4、d food continues to increase:unit sales increased by 5.8%and sales volume increased by 2.6%between 2021 and 2023.Between 2022 and 2023,unit sales increased 2.8%while sales volume increased 0.2%.Plant-based foods are not unique in becoming more expensive.In Italy,food inflation reached a historic pea

5、k of 13.6%in November 2022,before falling again.Sales volume in Italy grew in four out of seven plant-based product categories between 2021 and 2023,while sales value grew in all seven categories over the same time period.Plant-based cheese is experiencing particularly striking sales growth.Although

6、 still a small and emerging category,sales value increased by 79.6%between 2021 and 2023.GFI EUROPE /Italy:Plant-Based Foods Retail Market Report(2021-2023)2 Italy plant-based sales summary by category,2021-2023 Sales value Unit sales Sales volume 2023,million 2022-23 change 2021-23 change 2023,mill

7、ion units 2022-23 change 2021-23 change 2023,million kg 2022-23 change 2021-23 change Meat 199.0 12.8%24.2%75.8 10.1%15.1%14.6 7.6%11.4%Milk and drinks 315.1 4.6%10.9%159.2 0.0%2.4%151.5 -0.4%2.1%Cheese 15.2 39.9%79.6%6.7 28.5%71.2%1.0 33.1%77.3%Yoghurt 57.0 7.5%10.2%39.9 1.9%2.0%9.4 -0.8%-1.9%Ice c

8、ream 37.0 5.2%17.3%10.3 -4.4%1.8%3.4 -4.7%0.9%Dessert 9.9 3.9%8.0%5.8 -4.3%-4.5%1.7 -3.4%-3.0%Cream 7.5 7.6%11.2%5.2 -2.1%-8.3%1.4 -4.0%-11.6%Total 640.8 8.0%16.1%302.9 2.8%5.8%183.0 0.2%2.6%GFI EUROPE /Italy:Plant-Based Foods Retail Market Report(2021-2023)3 About the data This report is based on s

9、ales data gathered by Circana from retailers in Italy.The data has been analysed by the Good Food Institute Europe.The data for Italy covers retail sales in supermarkets and discount stores.It does not include food service sales,such as restaurants.Data for 2021,2022 and 2023 covers the whole year.D

10、ata for 2024 covers only part of the year:from January to April.Since partial-year data for 2024 is not directly comparable to full-year data for the other years,2024 data in this report is presented as a comparison to the same time period in 2023,i.e.January to April 2023.For the Italian data,the s

11、pecific dates covered by each time period are:Full-year 2021:4 January 2021 to 2 January 2022 Full-year 2022:3 January 2022 to 1 January 2023 Full-year 2023:2 January 2023 to 31 December 2023 Partial-year 2023:2 January 2023 to 30 April 2023 Partial-year 2024:1 January 2024 to 28 April 2024 Note tha

12、t since a different data provider has been used,with different product category definitions and coverage,the numbers in this report are not directly comparable to those in GFI Europes previous publication,Market insights on European plant-based sales 2020-2022 .GFI EUROPE /Italy:Plant-Based Foods Re

13、tail Market Report(2021-2023)4 Key terms Plant-based:foods that are made from plants.Where data permits,we have focused specifically on plant-based products that aim to mimic the taste and texture of animal products.In some categories,non-analogue products such as those based on beans or lentils are

14、 also included because the data does not permit further subcategorisation.Animal-based:food items derived from farmed animals,such as meat from chickens or milk from cows.Sales value:the total value of sales measured in euros().Unit sales:the total number of units of a product sold.A unit can refer

15、to a pack,carton or tub,for instance.Sales volume:the total quantity of products sold measured in kilograms(kg)or litres,depending on the product category.PY 2024:partial year data for 2024,with the exact dates depending on the product category.Exact dates are indicated in graph titles and explanato

16、ry text.Market share:the proportion of all sales in a wider product category(comprising both plant-based and animal-based versions)that is plant-based.This fraction is calculated by dividing plant-based sales by the sum of plant-based and animal-based sales.In this report,market share has mostly bee

17、n calculated on the basis of sales volume;however,it can also be calculated on the basis of sales value.Note that in this report,market share is calculated based only on retail sales of pre-packaged products.It does not account for sales in restaurants or products that are not pre-packaged.GFI EUROP

18、E /Italy:Plant-Based Foods Retail Market Report(2021-2023)5 Table of contents Executive Summary 2 About the data 4 Key terms 5 Table of contents 6 Overall plant-based food market 8 Total Italian plant-based market 8 Categories 10 Comparison to animal-based foods 11 Plant-based meat 12 Total market 1

19、2 Product format breakdown 14 Price trends 15 Plant-based milk and drinks 16 Total market 16 Product format breakdown 18 Market share 19 Price trends relative to animal equivalent 19 Plant-based cheese 20 Total market 20 Product format breakdown 21 Market share 21 Price trends relative to animal equ

20、ivalent 22 Plant-based yoghurt 23 Total market 23 Product format breakdown 24 Market share 24 Price trends relative to animal equivalent 25 Plant-based ice cream 26 Total market 26 Product format breakdown 28 Price trends 28 Plant-based dessert 29 Total market 29 Product format breakdown 31 GFI EURO

21、PE /Italy:Plant-Based Foods Retail Market Report(2021-2023)6 Price trends 32 Plant-based cream 33 Total market 33 Product format breakdown 35 Price trends 35 Closing remarks 36 About the Good Food Institute Europe 37 Contact 37 GFI EUROPE /Italy:Plant-Based Foods Retail Market Report(2021-2023)7 Ove

22、rall plant-based food market Total Italian plant-based market Italys plant-based market is growing despite rising prices.Between 2021 and 2023,total sales value across seven plant-based categories(meat,milk and drinks,cheese,yoghurt,cream,ice cream and dessert)grew by 16.1%,reaching 641 million in 2

23、023.Meanwhile,unit sales grew by 5.8%to 303 million units,and sales volume rose by 2.6%to 183 million kg.Most of the increase in sales volume happened between 2021 and 2022,with volume increasing only 0.2%between 2022 and 2023.Between 2022 and 2023,the changes in annual sales were:an 8%increase in s

24、ales value,a 2.8%increase in unit sales and a 0.2%increase in volume sales.Partial-year data covering January to April 2024 shows that the total sales value,unit sales and sales volume across the seven plant-based product categories continued to increase,compared to the same time period in 2023.GFI

25、EUROPE /Italy:Plant-Based Foods Retail Market Report(2021-2023)8 GFI EUROPE /Italy:Plant-Based Foods Retail Market Report(2021-2023)9 Categories The largest plant-based categories in Italy are milk and drinks,and meat,accounting for 49%and 31%of overall sales value,respectively,across seven plant-ba

26、sed categories in 2023.Plant-based milk and drinks have become mainstream in Italy,representing 10.6%of total sales value and 7.4%of total sales volume of plant-based milk and drinks and animal-based milk in 2023.All seven categories saw an increase in sales value between 2022 and 2023,with particul

27、arly strong sales growth seen in the emerging category of plant-based cheese.Even the plant-based meat category,which is the second largest plant-based category in Italy,saw significant growth at 12.8%,suggesting that demand for plant-based meat is not yet saturated.GFI EUROPE /Italy:Plant-Based Foo

28、ds Retail Market Report(2021-2023)10 Comparison to animal-based foods Retail data on the animal-based equivalent was available for three product categories (milk and drinks,cheese and yoghurt).The volume of plant-based cheese sold increased significantly more between 2022 and 2023 than that of anima

29、l-based cheese albeit from a much lower starting point.For the milk and drinks and yoghurt categories,animal-based products grew more in sales volume,possibly rebounding after a period of high food price inflation in 2022.However,the fact that plant-based sales volume continued to increase despite p

30、lant-based foods being more expensive than their animal-based equivalents in those categories suggests that there is strong underlying demand.GFI EUROPE /Italy:Plant-Based Foods Retail Market Report(2021-2023)11 Plant-based meat Total market Between 2021 and 2023,the annual sales value of plant-base

31、d meat in Italy increased by 24.2%to 199 million.Over the same time period,unit sales increased by 15.1%to 75.8 million units and sales volume increased by 11.4%to 14.6 million kg.Partial-year data for 2024(from January to April)shows a continued rise in the sales of plant-based meat,with sales valu

32、e increasing by 10.4%,unit sales increasing by 13.6%and sales volume increasing by 10.5%relative to the same time period in 2023.The Circana data for plant-based meat in Italy includes some non-analogue products such as vegetable croquettes and vegetable burgers.It was not possible to fully separate

33、 out only those products that aim to mimic the taste and texture of meat.The plant-based meat category does not include tofu,tempeh or seitan.For comparison,the total sales value of those three products increased by 20%between 2021 and 2023,reaching 11 million in 2023,while sales volume increased by

34、 14.8%.There is not a significant price difference between these products(an average of 13.73/kg in 2023)and plant-based meat(13.60/kg),which aligns with the sales trends being similar.GFI EUROPE /Italy:Plant-Based Foods Retail Market Report(2021-2023)12 GFI EUROPE /Italy:Plant-Based Foods Retail Ma

35、rket Report(2021-2023)13 Product format breakdown The majority of plant-based meat sales in 2023 were chilled(69.7%of sales volume),followed by frozen(30.1%)and ambient(0.2%).The best-selling product format in 2023 was burgers(61.5%of sales volume),followed by whole cuts(13.3%)and strips/pieces/cube

36、s/sticks(13.3%).GFI EUROPE /Italy:Plant-Based Foods Retail Market Report(2021-2023)14 Price trends The average price per kg of plant-based meat in Italy increased by 12%between 2021 and 2023 before falling slightly in early 2024,possibly following the rise and fall in inflation in the broader food m

37、arket in Italy.GFI EUROPE /Italy:Plant-Based Foods Retail Market Report(2021-2023)15 Plant-based milk and drinks Total market Between 2021 and 2023,the total annual sales value of plant-based milk and drinks 1 in Italy increased by 10.9%to reach 315 million.Over the same time period,unit sales incre

38、ased by 2.4%to 159 million units and sales volume increased by 2.1%to 152 million litres.Most of the slight increase in sales volume happened between 2021 and 2022.Partial-year data for 2024 indicates a continued upward trend.Between January and April 2024,sales value was up 1.8%,unit sales were up

39、5.1%and sales volume was up 4.5%relative to the same time period in 2023.1 The plant-based drink category includes plant-based milks as well as some other drinks containing a dairy alternative component,such as coffee drinks.It does not include drinks that are not alternatives to dairy products,such

40、 as fruit juices.GFI EUROPE /Italy:Plant-Based Foods Retail Market Report(2021-2023)16 GFI EUROPE /Italy:Plant-Based Foods Retail Market Report(2021-2023)17 Product format breakdown The vast majority of plant-based milk and drinks in Italy for which data is available are ambient,at 99.9%of sales vol

41、ume in 2023.In 2023,the leading segment of plant-based milk and drinks was soy,accounting for 33.8%of sales volume,followed by oat(27.4%)and almond(16.6%).The market shares of soy,almond and rice are declining over time,while that of oat is increasing.GFI EUROPE /Italy:Plant-Based Foods Retail Marke

42、t Report(2021-2023)18 Market share The market share of plant-based milk and drinks,as a percentage of overall sales volume of plant-based milk and drinks and animal-based milk 2 ,increased from 7.01%in 2021 to 7.46%in early 2024,after plateauing at around 7.4%in 2022 and 2023.Price trends relative t

43、o animal equivalent Plant-based milk and drinks are significantly more expensive per litre than animal-based milk,but the price gap has decreased over time.While in 2021,plant-based milk and drinks were 75%more expensive per litre than animal-based milk,that price premium had fallen to 50%by early 2

44、024.2 Both fresh and long-life milk.GFI EUROPE /Italy:Plant-Based Foods Retail Market Report(2021-2023)19 Plant-based cheese Total market Between 2021 and 2023,the annual sales value of plant-based cheese increased by 79.6%to 15 million.Over the same time period,unit sales increased by 71.2%to 6.75

45、million units and sales volume increased by 77.3%to 956,000 kg.Partial-year data for 2024 indicates a continued upward trend.In January-April 2024,sales value was up 78.8%,unit sales were up 53.5%and sales volume was up 66.7%relative to the same time period in 2023.GFI EUROPE /Italy:Plant-Based Food

46、s Retail Market Report(2021-2023)20 Product format breakdown The leading format for plant-based cheese sales in 2023 was spreadable(37%of sales volume),followed by fresh/soft(36.4%)and mature/hard(14.6%).Market share The market share of plant-based cheese has more than doubled from 0.1%of total chee

47、se sales volume in 2021 to 0.25%in early 2024.This shows that plant-based cheese is an emerging category with high growth rates.GFI EUROPE /Italy:Plant-Based Foods Retail Market Report(2021-2023)21 Price trends relative to animal equivalent In 2021,plant-based cheese was on average 89%more expensive

48、 per kg than animal-based cheese.However,by 2023,that gap had fallen to 51%.The gap rose again to 58%in early 2024,driven by an increase in the price of plant-based cheese and a decline in the price of animal-based cheese.GFI EUROPE /Italy:Plant-Based Foods Retail Market Report(2021-2023)22 Plant-ba

49、sed yoghurt Total market Between 2021 and 2023,the annual sales value of plant-based yoghurt in Italy increased by 10.2%to 57 million.Over the same time period,unit sales increased by 2%to 39.9 million units while sales volume fell 1.9%to 9.36 million kg,indicating that the average weight per unit h

50、as decreased.Data for January to April 2024 indicates that value sales,unit sales and sales volume increased by 6.1%,7.6%,and 3%,respectively,relative to the same period in 2023.GFI EUROPE /Italy:Plant-Based Foods Retail Market Report(2021-2023)23 Product format breakdown The leading plant-based yog

51、hurt flavours are fruit(47.1%of sales volume)followed by plain(33.7%).Market share The market share of plant-based yoghurt has decreased slightly from 2.05%of overall volume in 2021 to 1.96%in early 2024.GFI EUROPE /Italy:Plant-Based Foods Retail Market Report(2021-2023)24 Price trends relative to a

52、nimal equivalent Both plant-based and animal-based yoghurt have become more expensive over time.While plant-based yoghurt remains more expensive,the gap has narrowed.In 2021,plant-based yoghurt was on average 49%more expensive per kg than animal-based yoghurt,but that price premium fell to 39%by 202

53、3 before rising again to 41%in early 2024,driven by a slight increase in the price of plant-based yoghurt and a slight decrease in the price of animal-based yoghurt.GFI EUROPE /Italy:Plant-Based Foods Retail Market Report(2021-2023)25 Plant-based ice cream Total market Between 2021 and 2023,the annu

54、al sales value of plant-based ice cream in Italy increased by 17.3%to 37 million.Unit sales peaked in 2022 at 10.7 million units before declining to 10.3 million units in 2023.Sales volume also peaked in 2022 at 3.57 million kg before falling to 3.4 million kg in 2023.Data for January to April 2024

55、indicates that the category is rebounding,with sales value,unit sales and sales volume increasing 6.8%,1.4%,and 2.7%,respectively,relative to the same period in 2023.Ice cream is a seasonal product and is mostly consumed during the summer months in Italy.However,it is fair to compare the partial-yea

56、r data for 2024 to that of the previous year since the same time period(January to April)is presented for both years.GFI EUROPE /Italy:Plant-Based Foods Retail Market Report(2021-2023)26 GFI EUROPE /Italy:Plant-Based Foods Retail Market Report(2021-2023)27 Product format breakdown In 2023,soy was th

57、e most popular base ingredient for plant-based ice cream,accounting for 68.4%of sales volume,followed by almond,which accounted for 15.7%.The market share of soy,which declined between 2021 and 2023,jumped again in early 2024.Price trends The average price per kg of plant-based ice cream increased b

58、y 16.3%between 2021 and 2023 to reach 10.89 per kg,before falling to 10.63 per kg in early 2024.GFI EUROPE /Italy:Plant-Based Foods Retail Market Report(2021-2023)28 Plant-based dessert Total market Between 2021 and 2023,the annual sales value of plant-based desserts(chilled and ambient creamy desse

59、rts)in Italy increased by 8%to 9.9 million.Over the same time period,unit sales fell by 4.5%to 5.82 million units,and sales volume declined by 3%to 1.68 million kg.Data for January to April 2024 indicates that sales value and unit sales increased by 8.4%and 9.8%respectively,while sales volume decrea

60、sed by 1.8%,relative to the same time period in 2023,indicating that the average weight per unit decreased.GFI EUROPE /Italy:Plant-Based Foods Retail Market Report(2021-2023)29 GFI EUROPE /Italy:Plant-Based Foods Retail Market Report(2021-2023)30 Product format breakdown For the products for which d

61、ata was available,ambient products accounted for the majority of plant-based dessert sales volume in 2023,at 87%.Over time,the percentage of chilled products has increased slowly,from 9%in 2021 to 15%in early 2024.In 2023,chocolate was the most popular dessert flavour(55.7%of sales volume),followed

62、by vanilla(22.5%)and caramel (14.7%).GFI EUROPE /Italy:Plant-Based Foods Retail Market Report(2021-2023)31 Price trends The average price per kg of plant-based dessert increased from 5.29 in 2021 to 6.28 in early 2024,with the steepest increase occurring between 2022 and 2023,in line with high food

63、inflation experienced in Italy during that time.GFI EUROPE /Italy:Plant-Based Foods Retail Market Report(2021-2023)32 Plant-based cream Total market Between 2021 and 2023,the annual sales value of plant-based cream in Italy increased by 11.2%to 7.54 million 3 .Over the same time period,unit sales fe

64、ll by 8.3%to 5.23 million units,and sales volume declined by 11.6%to 1.4 million kg,possibly influenced by the rising price premium of plant-based cream relative to animal-based cream.Data for January to April 2024 indicates that sales value,unit sales,and sales volume decreased by 15.8%,11.8%and 10

65、.1%,respectively,relative to the same time period in 2023.GFI EUROPE /Italy:Plant-Based Foods Retail Market Report(2021-2023)33 GFI EUROPE /Italy:Plant-Based Foods Retail Market Report(2021-2023)34 Product format breakdown In 2023,the majority of plant-based cream sales were products with a soy base

66、(95%of sales volume).After several years of almost complete market dominance by soy cream,oat cream appears to have gained some market share in early 2024.Price trends The average price per kg of plant-based cream increased by 26%between 2021 and 2023 to 5.39,but fell to 5.17 in early 2024.GFI EUROP

67、E /Italy:Plant-Based Foods Retail Market Report(2021-2023)35 Closing remarks The Italian plant-based sector is performing well.Despite rising prices for many categories between 2021 and 2023,overall sales volume across seven categories has risen,with growth continuing into 2024.The continued growth

68、in sales volume for the plant-based meat category reflects the fact that 60%of Italian consumers want to reduce their meat consumption over the next two years.Meanwhile,the sharp rise in sales of plant-based cheese in Italy,famed for its many varieties of cheese,is encouraging and shows that consume

69、rs are exploring what the plant-based category has to offer.Consumer uptake of plant-based foods is also likely to be supported by further progress towards price parity.The food industry needs to invest money and effort into making plant-based foods more cost-competitive with their animal-based equi

70、valents.Helen Breewood,Research and Resource Manager at the Good Food Institute Europe “The resilience of the Italian plant-based sector during economic uncertainties is compelling evidence that these foods have become a staple for many Italian consumers,who are increasingly motivated by health and

71、sustainability.To unlock the full potential of this growing sector,it is crucial for policymakers to champion protein diversification and ensure a level playing field,by removing unnecessary and confusing labelling restrictions.By doing so,they can not only support the growth of a more sustainable f

72、ood system but also foster innovation and provide consumers with a wider array of choices.”Francesca Gallelli,Public Affairs Consultant at the Good Food Institute Europe GFI EUROPE /Italy:Plant-Based Foods Retail Market Report(2021-2023)36 About the Good Food Institute Europe The Good Food Institute

73、 Europe is a nonprofit and think tank helping to build a more sustainable,secure and just food system by diversifying protein production.We work with scientists,businesses and policymakers to advance options like plant-based and cultivated meat ensuring they are delicious,affordable and accessible a

74、cross Europe.By making meat from plants and cultivating it from cells,we can reduce the environmental impact of our food system and feed more people with fewer resources.GFI Europe is powered by philanthropy.Contact Helen Breewood Research and Resource Manager,GFI Europe europegfi.org GFI EUROPE /Italy:Plant-Based Foods Retail Market Report(2021-2023)37