Organic Made in Italy on the rise and the Italian consumer increasingly inclined to “healthy” consumption out of home
June 2025
The findings on the organic food sector in Italy and abroad of the SANA Survey by Nomisma and the 100 Giorni Sani Survey on Italians' eating away from home habits and preferences.
Data collected by Nomisma as part of the SANA Survey show that, in 2024, Italian organic food continues to grow, driven by an increase in domestic consumption and appreciation for organic Made in Italy on foreign markets.
More specifically, sales of organic food products in Italy exceeded EUR 6.5 billion (+5.7% compared to 2023), driven by domestic consumption, which reached EUR 5.2 billion (+5.9%). The value of the out-of-home sector reached EUR 1.3 billion, covering 20% of the total.
No less significant was the performance of organic agri-food exports, which stood at EUR 3.9 billion (+7%).
The Nomisma survey of 336 Italian companies shows that the main destinations for organic products are Germany, France, Scandinavia, Benelux and the United States, countries from which most of the buyers attending SANA Food.
It should also be noted that the future looks favourable: about one third of the food & beverage companies that currently do not export organic products are planning to do so within the next two to three years.
Organic, healthy and sustainable: how the Italian consumer perceives out-of-home consumption
The Nomisma research for the SANA Survey shows a growing attention towards healthy food choices when eating out of home. For 9 out of 10 Italians, typical and km0 products are essential, while organic is a choice criterion for 68% of consumers. The organic consumer is more demanding, carefully evaluates the reputation of the restaurant and prefers fresh ingredients, simple dishes and options for specific diets. However, the organic offer in catering, especially collective catering, does not fully meet expectations. In households, organic is widespread, but more than half of parents do not know the details of the school canteen service. To strengthen the organic presence in schools, it is crucial to invest in awareness-raising and communication.
Results aligned with the findings of the research by the 100 Healthy Days Survey by SANA Food, Channel Marketing Company, LightUp Italia! and Toluna Group, which explored and compared the out of home consumption habits and preferences of Italians and Danes. Specifically, among Italian consumers, the research recorded a very pronounced inclination towards healthy and sustainable away-from-home consumption; in particular:
- 97% of respondents have eaten healthy food away from home at least once in the last 100 days
- 71% eat healthy food away from home as a daily habit
- 51% eat healthy outside the home on a regular basis.
The most popular “healthy” consumption occasions for Italians are:
- weekend in 50% of cases
- for 60% of respondents the dinner
- the restaurant for 67%.
From a qualitative point of view, the perception of Italians reveals that:
- 77% are satisfied with the supply of healthy food outside the home
- 40% consider “organic” to be synonymous with healthy food
- 46% are dissatisfied with the amount of alternatives available
- 57% consider information on the healthiness and origin of ingredients to be insufficient.