Market Trends

Electrolytes are moving beyond the sports and fitness niche and entering a new phase of everyday consumption. A clear signal comes from UK retail, where Tesco recorded 175% growth in sales volumes for hydration and electrolyte products over the past year. This figure confirms that the category is becoming increasingly relevant not only for specialist brands, but also for beverage manufacturers, functional ingredient companies and F&B distributors.

In the food & beverage industry, a brand's longevity is no longer enough, by itself, to create value. As the following examples show, for producers, distributors, importers and international buyers, company history becomes truly relevant when it translates into tangible assets: continuity, recognizable quality, capacity for innovation, distribution strength, production investment, adaptation to new consumption patterns and commercial support across markets.

In the food & beverage sector, inventory management has always depended on a complex balance between product availability, logistics costs, stock rotation, waste, service continuity and demand forecasting. This balance becomes even more critical in fresh, refrigerated and frozen categories, as well as in beverages and products with a sensitive shelf life, where inaccurate forecasts can lead to stockouts, excess inventory, spoilage or higher operating costs.

Italian pasta remains one of the most representative categories of Made in Italy food on international markets. According to Unione Italiana Food analysis based on Istat data, exports reached 2,456,940 tonnes in 2025, up +2.1% compared with 2024, for a total value of EUR 3.969 billion.

Changing meal habits are reshaping demand across the food market, especially for products designed for quick, flexible and convenient consumption. The growth of food-to-go and ready-to-eat products is driven by more fragmented routines, less regular daily schedules and a greater willingness to replace home-prepared meals with ready-made, accessible solutions perceived as reliable.

The beverage market is undergoing a significant transformation, driven by the growth of no- and low-alcohol options and functional beverages, together with a broader range of consumption occasions. As reflected in recent product launches, new beverages are increasingly designed around specific needs: socializing without excess, hydration, energy, relaxation, focus, digestion and everyday well-being.

Private label continues to strengthen across Europe and has now reached a threshold that would have been hard to predict just a few years ago: in the six main European packaged FMCG markets - France, Germany, Italy, the Netherlands, Spain and the United Kingdom - private label now accounts for 50% of sales by volume. This figure confirms a market shift that is now clearly visible both on supermarket shelves and in retail strategies.

Delivery accounted for 22% of global foodservice spending in 2025, and it continues to grow. More specifically, home delivery keeps gaining ground in the global foodservice market, having risen from 9% in 2019 to 21% in 2024, with a projected share of 24% by 2029. The key question is how suppliers - manufacturers and distributors specializing in foodservice products - can interpret this shift, and which opportunities and B2B marketing strategies emerge from the latest data.

In retail, product discovery now happens across different touchpoints. The store still matters, but today the customer also comes into contact with a product through online search, social media, digital promotions, automatic suggestions and, increasingly, artificial intelligence tools. For distributors and retail chains, this means that in addition to managing the shelf well, they also need to make the product visible, understandable and convincing along a much broader discovery journey.

Sauces and condiments made with Italian black truffle are gaining a more significant role in the international gourmet market. According to a recent Growth Market Reports analysis, the global market reached USD 1.14 billion in 2024 and could rise to USD 2.15 billion by 2033, with a compound annual growth rate of 7.3%. Beyond the numbers, however, the most meaningful signal for the supply chain is this: a product once associated almost exclusively with fine dining is now finding broader space in premium retail, e-commerce, food service, and high value-added industrial applications.

In 2026, protein continues to stand out as an increasingly visible commercial driver in retail, because it responds to needs that now go well beyond sports performance alone: satiety, convenience, perceived wellness, hunger management and on-the-go consumption. The signal is clear in everyday shopping too, where many mainstream categories are now being offered in high-protein versions. At the same time, the market is moving quickly, and this segment also requires a more differentiated offer in order to stand out in an increasingly crowded landscape.

For companies distributing Italian products abroad, gelato remains a category worth watching closely. In the first eight months of 2025, Italian gelato exports reached 372.2 million euros, up from 313.2 million euros in the same period of 2024 (+18.8%). In some areas, growth has been particularly sharp, with +72% in Asia and +93.2% in the Middle East. Alongside finished products, Italy also exports ingredients, semi-finished products and equipment, supported by established know-how, reputation and the trust of international operators.

Sweets such as the Easter Dove Cake (Colomba di Pasqua) and Neapolitan Pastiera have firmly established themselves as iconic Italian products in international markets, driven by increasing demand. For distributors and importers, these desserts represent significant business opportunities, blending tradition, craftsmanship, and modern innovation. Italian Easter products are gaining popularity in both the retail and food service sectors, with offerings that range from traditional to innovative, tailored to the preferences of diverse markets, distribution channels, and consumer needs.

After years of rapid growth in vegetarian and vegan offerings, several foodservice operators are cutting back on underperforming items and placing meat dishes back at the center of the menu, especially because of their high protein content. Plant-based offerings are still growing, but increasingly on the basis of more informed and conscious consumer choices.

In 2026, the world of beverages and cocktails is being shaped by new consumption habits and is becoming a useful lens through which to observe the wider food industry. Among the most interesting emerging signals are fermentation, fine-dining ingredients applied to mixology, the use of infusions, the evolution of ready-to-drink formats, the "functional" trend, and a more authentic reinterpretation of venues as places for experience, food and social interaction.

Finocchiona PGI, one of Tuscany's signature cured meats, surpassed one million stuffed pieces for the first time in 2025. This production milestone signals a product that is steadily consolidating its position in the market, supported by an offer increasingly focused on practical formats and by commercial activity that is paying closer attention to international markets.

Wellness is no longer a niche topic in the food & beverage market: according to Circana, consumers with a consistent approach to health and diet quality account for about 40% of total sales in the sector. In economic terms, we are talking about $708 billion across retail and foodservice in the U.S.: $402 billion in retail (+2% vs the previous year) and $306 billion in foodservice (+8%), for an overall growth of about +5%.

In recent years, TikTok and other social platforms have become major accelerators of food trends: a piece of content can start in one country, be replicated in dozens of languages, and translate into real demand within days. For brands and distributors, social-driven trends are worth close attention: they can shape sales, sourcing, product development, and even risk management.

In the packaged ice cream sector, sustainability is a market driver that runs through the entire supply chain: from raw material choices and production technologies to packaging decisions. This shift directly affects operators in international markets, as consumer and retailer expectations worldwide are increasingly aligning around a few key criteria: transparency, lower environmental impact, recyclable materials, and attention to supply-chain practices.

In fast-moving consumer goods, one factor is becoming increasingly decisive: time. A recent NielsenIQ study portrays a consumer who is often "time-crunched", assessing convenience not only by price, but also by the minutes saved across planning, preparation, and meal management. In this context, the convenience of food products is no longer an add-on - it becomes a core part of perceived value, provided it is not seen as an unjustified luxury.