In China, organic products are increasingly associated with healthy and safe nutrition, yet there remains significant room for growth in consumption. With sales reaching €15.5 billion in 2024 — an 82% increase compared to 2019 — the country stands as the third-largest market globally.

A survey conducted by Nomisma as part of the ITA.BIO project (Based on a sample of 1,000 individuals responsible for food purchasing, aged 18 to 55, residing in Beijing, Shanghai, Guangzhou, and Hong Kong, with an income exceeding 6,000 RMB) reveals that 66% of respondents have purchased at least one organic product in the last 12 months; however, only 31% make such purchases at least once a week, while 34% state that they have never bought organic products.

Consumption is most prevalent among millennials, families with children, and highly educated consumers, as well as those who regularly purchase health-oriented products and shop via online channels. These figures indicate that organic consumption has yet to become firmly established in the dietary habits of the Chinese population.

The primary driver of interest is the search for healthier and safer products: 79% of consumers associate organic goods with health-related factors or product traceability. This trend opens up promising prospects for Italian producers, who benefit from the strong reputation of “Made in Italy” for its high quality and safety standards.

Organic “Made in Italy”: Quality and Traceability to Win Over New Consumers

In a market where product safety and guarantees are considered essential, Italy stands out as the leading foreign nation associated with the highest safety and quality standards for organic products—a view held by 43% of consumers. This reputation also influences purchasing behavior: 23% of consumers have bought organic products made in Italy over the past year—an increase from 20% in 2024.

However, certain barriers remain: among organic consumers who do not purchase Italian-made organic products, 51% cite high prices, while 40% find it difficult to identify these items on store shelves or in restaurants.

To promote the adoption of these products, 94% of respondents believe that a dedicated “Organic Made in Italy” logo would encourage purchases, while 39% suggest that in-store tastings would be a useful way to become better acquainted with the products.

Against this backdrop, the study reveals significant room for growth: 53% of consumers plan to increase their purchases of organic products over the next 2–3 years, and 47% intend to do the same for organic products made in Italy.

Italian Organic Wine: Quality as a Key to Meeting Evolving Demand

The Chinese wine market remains in a complex phase, marked by a contraction in consumption—down to approximately 4.8 million hectoliters in 2025, compared to 10.5 million in 2021.

Despite this landscape, the survey reveals a growing interest in organic wine: 24% of respondents are consumers of organic wine, while 12% have already consumed organic wine from Italy.

Italian products enjoy a particularly positive reputation: 83% of those who currently consume Italian organic wine consider it superior to organic wines from China or France, citing its taste, grape varieties, and winemaking culture as key advantages.

To capitalize on this positioning, there is a clear need for greater visibility and better communication. Among non-users, 46% point to an insufficient presence in everyday retail channels, while 36% believe that Italian organic wines lack adequate promotion and prominence within retail and restaurant sectors.

Nevertheless, the outlook remains promising: 67% of current Chinese consumers expect to increase their consumption of Italian organic wine over the next 2–3 years, and 49% of non-users indicate that they might begin purchasing it.

“In a market environment where wine consumption is seeking a new equilibrium—and where new trends are emerging, such as a growing preference among Chinese consumers for aromatic white wines and sparkling wines—organic production stands out as a potential lever for enhancing the value of Italian wine and gaining market share”, stated Denis Pantini, Head of the Agrifood and Wine Monitor division at Nomisma. “China offers significant development opportunities for Italian organic products, but accessing this market requires navigating specific regulatory and commercial requirements. These include the need to obtain organic certification that complies with Chinese regulations, issued by bodies authorized by the relevant authorities. In this context, the ITA.BIO platform serves as a valuable support tool, providing data, analysis, and strategic information to help companies guide their commercial decisions and seize growth opportunities for ‘Bio Made in Italy’ in China”, noted Aldo Cervi, Coordinator of the Section for Service Provider Members at FederBio.