From greenqueen.com.hk
By Anay Mridul
Italy’s consumer base for plant-based meat, dairy and other products has expanded by nearly 11% in the last three years, with health at the forefront of the shift.
Italians love their polpete, salsicce and salame – and not just the conventional versions their government has weaponised.
A new report by the Italian Food Union’s plant-based products arm suggests that the number of Italians who eat vegan foods like meat and dairy alternatives has increased by 10.6% since 2023.
And the products spearheading this consumption trend are meat-free burgers, meatballs, sausages, and cold cuts, which are consumed by 45% of Italians. They’re followed by non-dairy milk (34%) and yoghurts (32%).
These attitudes are reflected in the market performance of plant-based alternatives in Italy, which saw increases in sales of meat analogues (15%), plant-based milk (3%), and dairy-free yoghurt (2%) between 2023 and 2024.
Courtesy: HeuraHealth drives Italy’s plant-based market
The research shows that nearly half of Italians (46%) now eat plant-based products two to three times a month. Asked why they consume these foods, 42% said they want to diversify their diet, and 19% cited a wish to increase the intake of plant proteins.
According to the Italian Food Union, it’s not just vegans and vegetarians who are choosing these foods; it’s also people who want to rethink their consumption habits with a focus on adding more plants to their rotation.
In fact, vegan food is perceived very positively among Italians, who recognise the value it brings to maintaining a balanced and sustainable diet. Over 73% of respondents found plant-based products healthy, recognising them as a rich source of fibre, vitamins, minerals and protein, with a low fat and cholesterol content.
This is in line with the dietary recommendations from scientists across the world. For instance, the Eat-Lancet Commission recommends eating a predominantly plant-based diet with only small amounts of meat and dairy in its flagship Planetary Health Diet framework.
“All national and international guidelines for healthy eating recommend increasing the consumption of plants, and plant-based proteins in particular,” notes Giancarlo Giorgio, president of the Italian Food Union’s plant-based group.
These guidelines advise people to eat more legumes (like beans, peas and lentils), more often. However, only one in four Italians consumes them more than four times a week, and a majority eats below the recommended amount.
“In this transition, plant-based products can be a key ally in achieving this goal. The plant-based choice is reasoned, guided by practical and nutritional reasons, but also ethical or linked to specific needs such as intolerances, and this is why it is important to continue on the path undertaken in recent years without upheavals.”
Ahead of EU vote, Italians not misled by plant-based meat labels
Sustainability plays a role, too. Over two-thirds of respondents (68%) said they choose plant-based products because they’re made exclusively without animal-derived ingredients, and 63% cited their low environmental impact.
Moreover, the Italian Food Union took the temperature of the country’s views on the EU-wide ‘veggie burger’ ban. This week, the bloc will vote on whether plant-based meat should be banned from using meat-like terms on product labelling. Hundreds of thousands of Europeans have come out in opposition to the proposal.
A survey conducted by AstraRicerche for the trade group finds that 90% of Italians who buy vegan products know what they’re putting on the plate. And when subjected to a visual test, they correctly recognise plant-based alternatives. For instance, only one in 30 (3.4%) thought vegan meatballs were of animal origin, based purely on sight.
The Italian Food Union itself is against the EU proposal. “This measure aims to ban established and easily understood terms, which have never caused any misunderstanding or misinterpretation over time, and appears to run counter to real consumer awareness,” it says.
“The growing interest in plant-based products is not a passing phenomenon, but rather a symptom of a concrete transformation in Italians’ eating habits,” argues Giorgio.
The shift towards plant-based eating brings economic benefits for the country and its businesses alike. Vegan cheese producer Dreamfarm, for instance, saw its sales double in 2025. And new research reveals that a transition to alternative proteins could boost Italy’s self-sufficiency by reducing the reliance on imports, adding €10B in gross value annually by 2040.
End products could represent a domestic market of nearly €6B – that’s twice the size of Italy’s domestic olive oil market. And when considering the full value chain, the total market opportunity could rise to €8B. Trade opportunities, meanwhile, could reach €3B in 2040, on par with Italy’s pasta exports in 2022. Plus, the industry could help create 31,000 jobs across the value chain.
https://www.greenqueen.com.hk/italy-plant-based-food-market-vegan-sales-growth-demand/











