Italian consumers are becoming increasingly conscious about what they eat and drink, especially when it comes to ingredients in everyday food. According to the Global Health and Ingredient-Sentiment survey by Nielsen, 67% of Italians are concerned about the long-term health impact of artificial ingredients, while 53% are willing to pay more for food and beverages that contain only clean, natural components. However, only 37% would sacrifice flavor for a healthier option.
This global shift in mindset reflects a growing belief that food is not just nourishment, but a source of wellness. In Italy, this translates into a steady increase in the consumption of "Health & Wellness" food categories, which saw an 8.4% growth in volume and 9.0% in value (Nielsen Trade*MIS, July 2016, modern retail distribution).
What Drives This Health-Conscious Approach?
Almost 2 out of 5 Italians (38%) say they follow a special diet that restricts or eliminates certain ingredients. The most common dietary choices include low-fat (18%) and low-carb (11%) regimens. For 23% of respondents, food plays a functional, almost medicinal role, either for themselves or a family member with intolerances or allergies—most commonly to milk/lactose or gluten/wheat.
Yet health-conscious eating is not limited to medical needs or diets. A large portion of Italian consumers voluntarily avoid specific ingredients, including:
- Antibiotics and hormones in animal products (66%)
- Artificial colorings (65%)
- Artificial preservatives (62%)
- GMOs (60%)
- Artificial flavors (59%)
As a result, 71% of Italians prefer brands and retailers that offer full transparency about ingredient origins and production methods.
A Growing Demand for Clean Label and Natural Products
Consumers increasingly seek out simple, minimally processed foods—what the industry now calls the “back to basics” approach. According to the Nielsen study, Italians show strong preference for:
- 100% natural products (55%)
- Free from artificial colorings (49%)
- Free from artificial flavors (43%)
- Non-GMO (41%)
- Organic-certified products (36%)
- Plant-based proteins (21% vs 15% EU average)
There’s also growing interest in “light” or “less-is-more” products with health benefits, including:
- Low-fat or fat-free options (42% vs 34% EU average)
- Sugar-free items (31%)
- Low-sodium foods (25%)
- Low-calorie products (21%)
- Controlled-portion formats (23%)
Eating Out: Attitudes Are Changing
If Italians are more ingredient-conscious at home, what happens when they eat out?
Nielsen’s Global Out-of-Home Dining report shows that, post-economic crisis, Italians are eating out less frequently. Only 1 in 4 dines out at least once a week (25%), compared to 29% in 2008.
Dinner remains the most common meal eaten outside the home (70% of out-of-home diners), followed by lunch (34%) and breakfast (14%), which is slightly higher than the European average (9%).
However, sales of breakfast-related food categories are declining: Italian purchases of packaged breakfast items dropped 2.7% in volume and 3.9% in value in the last year (Nielsen Trade*MIS, July 2016).
Italians also go to fast-food restaurants less often than the EU average (36% vs 49%), but prefer traditional restaurants (44% vs 31%) and coffee bars (25% vs 15%)—especially for breakfast.
When choosing where to eat out, price and food quality are the top priorities, with 64% and 35% of diners citing them respectively.
What This Means for Food Producers and Retailers
The data suggest a clear market opportunity: consumers want clean, simple, and trustworthy food options. For producers and retailers, this means investing in:
- Ingredient transparency
- Clean-label formulations
- Products tailored to food sensitivities and allergies
- Health-forward options that don’t compromise on taste
The gelato industry, like all food sectors, can benefit by aligning product development and communication with these evolving expectations—particularly through clear allergen labeling, natural ingredients, and nutritionally balanced options