The food consumption trends across Italy present intriguing dynamics as the ISMEA-Qualivita 2024 report reveals notable shifts and growth patterns, particularly indicating the rising prominence of traditional foods. A standout performer is the Piadina romagnola Igp, which is now valued at over 62 million euros, marking a significant growth of 6.2% from the previous year, indicating the product's increasing popularity among Italian consumers.
This upward trend is not isolated; over the past three years, the Piadina romagnola has experienced a staggering 17% increase, underlining its establishment as the leading certified product within the Romagna region and securing its position among Italy's top food products.
Meanwhile, the global dairy market continues to see substantial growth. According to the ISMEA report, worldwide milk production is propelled mainly by New Zealand, witnessing impressive growth of 5.6% from June to September 2024 compared to the previous year. Australia reported more modest gains of 1.9%, whereas the United States recorded stability.
Looking closer to home, the EU-27, including Italy, observed modest growth of 0.5% in milk deliveries during the first nine months of 2024, driven primarily by production increases in Poland (+3.7%) and Spain (+1.7%). This recovery coincided with significant increases in raw milk prices which surged to nearly 50 euros per 100 kilograms by September, up 14.3% year-on-year.
Italy itself has experienced positive changes, with milk production expected to rise slightly to around 13 million tons, maintaining over 80% self-sufficiency, according to ISMEA projections. The cheese production scene is equally encouraging, reflecting broader consumption dynamics as Italian cheeses like Grana Padano and Parmigiano Reggiano achieved record prices at the end of the year.
Despite these positive trends, ISMEA-NielsenIQ highlighted stark contrasts within specific segments of food consumption. The first nine months of 2024 showed an overall decrease of 1.2% in spending on food, with fresh milk seeing the most significant drop at 6.9%. Conversely, yogurt and fresh cheese consumption increased, indicating shifting preferences among consumers.
When examining alcoholic beverages, wine consumption patterns have diverged significantly. While sales of still wines fell 2.8% by volume, the sparkling segment is on the rise, with increases of 2.3%. This suggests consumers might be switching to more celebratory drinks even amid tighter budgets.
Consumers are evidently negotiating between health trends and economic realities. An increasing segment of the population is prioritizing healthy choices; over 17 million Italians are reported to engage regularly in sports, and there is notable growth within bio-product consumption. Despite these ambitions, financial concerns are driving many to purchase based on affordability over health, as they seek value for their money.
Retail channels are adapting too. Supermarkets remain dominant, controlling 41% of the market share with positive growth this year. Meanwhile, discount stores continue to gain ground, enjoying sustained increases of 1.4% amid rising overall food costs.
This broader analysis of food consumption trends sheds light on the changing Italian culinary scene, driven by both traditional values and modern market pressures. The resilience of iconic products like Piadina and Italian cheeses sets the stage for future developments as consumers continue to navigate their choices within the rich and diverse Italian food ecosystem.