Italy’s appetite for organic food continues to strengthen, with supermarket sales of organic products reaching a record EUR 4.44 billion in 2025, marking a 9.2% increase compared to 2024.
According to the latest Ismea report “Organic: Household Food Purchases,” consumers are increasingly prioritizing sustainability, quality, and healthier purchasing habits across multiple food categories. Yet despite the broader momentum, organic wine and sparkling wine failed to follow the same upward trajectory.
The report highlights that organic wine and sparkling wine sales declined by 0.1% in value and 1.9% in volume during 2025, making the category one of the weakest performers within the organic segment. Organic wines currently represent only 1.8% of total agri-food sales and account for 1.3% of the value of Italy’s organic shopping basket. This contrasts sharply with strong growth seen in dairy products, fruit, vegetables, eggs, and other organic food categories.
Organic milk and dairy products delivered one of the strongest performances, with spending rising by 17.7%, while eggs increased by 14.9%, fruit by 9.3%, and vegetables also posted healthy growth. Analysts suggest that consumers are increasingly willing to pay for products perceived as healthier, fresher, and more sustainable. The rise in demand is no longer driven solely by inflation or price increases, but by a broader shift in consumer preferences toward organic lifestyles.
At the same time, traditional protein categories struggled. Organic cured meats fell by 15.6% in value, while organic meat declined by 10.9%. Higher retail prices, including a 28.1% increase for beef and an 11.2% rise for raw ham, negatively affected demand and accelerated changes in purchasing habits. Vegetable oils and fats also recorded lower sales after a particularly strong 2024.
The data also reveals significant differences between the organic sector and Italy’s wider agri-food market. Organic spending outperformed conventional food categories in several areas, particularly dairy, fruit, and vegetables. Wine and sparkling wine, however, stood out as an exception. While the total agri-food wine market expanded by 1.6%, organic wine sales remained slightly negative, suggesting that consumers may still be hesitant to prioritize organic certification when purchasing wine.
Fruit and vegetables continue to dominate Italy’s organic shopping basket, accounting for 42.7% of total organic food sales in 2025. Potatoes and legumes experienced especially strong growth, supported by stable or slightly lower prices. Citrus fruits also performed well, helping fruit overall maintain its position as one of the largest organic categories.
Supermarkets remain the leading sales channel for organic products, generating nearly EUR 1.65 billion in turnover and posting an 11.7% increase year-on-year. Traditional retail also experienced a notable recovery after years of decline, reflecting a diversification in consumer purchasing behavior. Italian shoppers are increasingly balancing quality, convenience, and price by using multiple retail channels rather than relying exclusively on large supermarket chains.
Discount retailers continued to grow, although at a slower pace than in 2024, while hypermarkets maintained steady expansion with organic sales reaching EUR 879 million. The overall market trend indicates that Italy’s “green heart” is becoming increasingly visible in everyday shopping decisions, even as certain sectors such as organic wine continue to face challenges in capturing broader consumer demand.
Source: VinoVistara