Home » Consumption, Italianness on the label is worth 13.5 billion euros

Consumption, Italianness on the label is worth 13.5 billion euros

18 February 2026
Emanuela Giorgi

The basket of food products that recall the concept of Italianness on the label is the first in terms of incidence

Products that reference the concept of Italianness on the label are confirmed as the protagonists of the shopping basket analysed by the eighteenth edition (2025.2) of the Immagino Observatory, of which they represent 27.9% of the total both in terms of number of references and turnover. It is a basket composed of 28.494 references, which from June 2024 to June 2025 increased turnover by +1.9%, reaching almost 13.5 billion euros, against a marginal increase in volumes (+0.1%).

The best performance was that of the products marked with the PDO (Protected Designation of Origin) mark. There were 1.518 items, up 5.6% in volume and 9.4% in value, with sales exceeding 960 million euros. The increase in the basket of 2.340 PGI (Protected Geographical Indication) products was more modest, with sales of almost 562 million euros, up 1.2% in value and 0.8% in volume.

The Immagino Observatory also offers a focus on products whose labels claim to be inspired by the gastronomic traditions of Italy’s major cities, with indications such as “Bologna/Bolognese“, “Genoa/Genoese“, “Rome/Roman” and “Naples/Neapolitan.” These 1.569 products recorded a slight decline in volume (-0.8%), but grew by 3.2% in value, exceeding € 659 million.

Completing the Italian basket are products with a reference to their region of origin: this appears on the labels of 11.049 products, representing 10.8% of those monitored by the Immagino Observatory and “worth” over € 3.5 billion in sales (+1.8%). Of Italy’s 20 regions, Trentino-Alto Adige is the largest in terms of sales value, with over € 468 million and a positive annual trend (+3.2% in value and +2.5% in volume). The best-performing region, however, is Puglia, thanks to growth of +11.4% in value and +10.5% in volume.

The Immagino Observatory is a biannual study that analyzes Italians’ consumer habits, cross-referencing information on consumer product labels digitized by GS1 Italy Servizi’s Immagino service with NielsenIQ surveys on sales in supermarkets, hypermarkets, and self-service outlets in Italy.