The United States remains the world’s leading market for organic products, with sales of €60.4 billion in the latest survey, up 105.8% compared to 2014. According to the new USA Consumer Survey1 conducted by Nomisma as part of the ITA.BIO platform, 54% of US consumers buy organic products at least once a week.
The survey also highlights significant opportunities for Bio Made in Italy. 43% of consumers have bought an organic Made in Italy food product at least once in the past year. This result is also underpinned by our country’s strong reputation: Italy ranks first in terms of perceived safety and quality standards for organic products, as indicated by 56% of US consumers, ahead of France and Canada.
Organic ‘Made in Italy’: the potential lies in visibility and brand recognition
However, Italy’s strong position does not remove certain barriers to growth. Among organic consumers who do not buy Italian organic products, 40% consider the price to be too high, 37% say they cannot find them in their usual shopping outlets, while 30% report difficulties in distinguishing or identifying them on shop shelves or in restaurants.
The recognisability of origin is therefore a key factor: 82% of consumers believe that a dedicated “Biologico Italiano” logo, capable of identifying organic products with 100% Italian ingredients, could encourage them to buy them.
The willingness to pay a premium price is also significant: compared with an equivalent American organic product, 74% of respondents would be willing to pay more for an Italian organic product.
Organic wine: Italy is the leading supplier to the US
Italy’s position in the organic wine sector is particularly strong. In 2025, the United States imported €35.6 million worth of Italian organic wine, and in the first eight months of 2026, the value had already risen by 2.2% compared to the same period in 2025.
With a 51% share by value, Italy is the leading exporter of organic wine to the United States, well ahead of its main competitors.
This figure is particularly significant in a rapidly changing wine market, characterised by a decline in volumes and a growing focus on health. In 2025, US wine consumption fell to 31.9 million hectolitres, down 10% on 2019, while interest in innovative and lower-alcohol products is growing.
However, the survey conducted by Nomisma shows that Bio Made in Italy continues to have strong appeal: 19% of consumers already drink Italian organic wine, and 71% of them consider Italian organic wine superior to American or French wine, especially in terms of taste, grape varieties and wine culture. Even among those who do not yet buy it, almost 1 in 2 consumers recognise this superiority.
The outlook for the future also remains positive overall: 1/3 of current users expect to increase their consumption of Italian organic wine over the next 2-3 years, while among non-users, 25% say they might start consuming it.
Italian restaurants are a key channel for attracting new consumers: 64% of non-users would be willing to try a bottle of Italian organic wine in an Italian restaurant if it was recommended on the menu or by the waiting staff.
- A survey of 1,000 people responsible for household food shopping, aged between 18 and 65, living in the states of New York and California. ↩︎
