Consumers in Italy bought more fresh produce in 2025 for first time in years, with packaged and organic products performing especially well
Modern retail now accounts for more than 80 per cent of fresh fruit and vegetable sales in Italy, following a major shift in consumer behaviour over the past decade.
That’s according to a new report published by CSO Italy, which also noted signs of new growth in the country’s fresh produce sales over the past 12 months, as demand for packaged and organic products in particular increased.
Following a recent downturn in the volume of fruit and veg purchased annually, CSO said 2025 marked “a year of recovery and rebalancing” for the Italian fruit and vegetable sector, as volume growth returned in a market that remained competitive but shows structural signs of consolidation.
“After the contractions recorded between 2021 and 2023, in a still-prudent economic environment but with lower inflation than the previous two years, Italian families increased their purchases, while maintaining a focus on price and spending management,” it said.
The volume of fresh fruit and vegetables sold via the retail channel reportedly rose 5 per cent on the year to 5.45mn tonnes, for a total value of €13.8bn (+7 per cent).
And average prices were 2 per cent higher, something CSO said reflected “a more balanced dynamic” between volumes and prices after years of strong inflation.
‘Marked recovery’
Fruit sales volume totalled 2.81mn tonnes (+3 per cent) worth €7.13bn (+10 per cent), with average prices up 7 per cent.
Vegetables, meanwhile, showed more marked growth in volume terms, rising 7 per cent to 2.62mn tonnes and with a total value of €6.53bn (+4 per cent), although average prices decreased by 3 per cent.
Annual household spending was also up, by 4.9 per cent year on year to €519, with the average family purchasing 207kg of fresh produce, 2.9 per cent more than in 2024.
Per-capita consumption showed a “marked recovery” and reached 92 kg (+5 per cent), but this remains below the level last seen in 2021.
According to CSO, one- and two-person households now account for approximately two-thirds of total spending.
And those over 65 remain the most significant segment: they generated 40 per cent of total spending and purchased an average of 262kg in 2025, with the highest purchase frequency.
Retail rise
Modern retail now accounts for 81 per cent of the total volume of fresh fruit and vegetables sold in Italy – 18 percentage points higher than ten years ago, and equal to around 4.43mn tonnes, according to CSO.
Growth has been widespread throughout the country, it suggested, with particularly strong trends in central and southern Italy, where volumes have recovered fastest.
And that trend appears to have more or less exclusively benefited supermarkets and discount stores, which now account for 48 per cent and 21 per cent of the sales volume respectively.
In the meantime, sales volume through traditional, independent retailers has fallen to just 15 per cent.
Packaged and organic
The growth trend for fixed weight continues, CSO also suggested. Packaged goods now account for 39 per cent of volumes, versus 31 per cent in 2021, and 47 per cent of total value, which means they are approaching the same level as loose goods.
The price differential for fruit and veg in packaging remains significant – €3.12/kg compared with €2.23/kg – something which CSO said demonstrated added value in terms of service, quality standards, and communication.
Meanwhile, sales of organic produce are once again growing at a faster rate than conventional, it found.
In 2025, 593,000 tonnes (+13 per cent) of organic fruit and veg was sold, creating 14 per cent more value at €1.45bn.
“Its share of volumes has risen to 11 per cent and 10.5 per cent of total spending,” the group commented. “The price differential compared to conventional has further narrowed, a sign of greater integration of organic into the standard offerings of modern retail.”
