Analysis by nonprofit think tank the Good Food Institute Europe, based on Circana data, shows that Italy’s retail market for plant-based foods (alternatives to meat, milk, cheese, yoghurt, and cream) continues to expand. In 2025:

• The total retail sales value of the five main categories analysed in the report reached €669 million, up 4.5% compared with 2024.
• Sales volumes increased by 5.8% in 2025 (up 12.7% between 2023 and 2025).
• Units sold rose by 6.2% between 2023 and 2025, indicating that growth is being driven by genuine increases in consumer demand.
• In most categories, except plant-based yoghurt and cheese, the average price per kg declined slightly between 2023 and 2025.
• Private-label products continued to grow faster than branded products in 2025 (+6.7% vs +5% in sales volume).
• Branded products nevertheless accounted for the largest share of the market and grew steadily in 2025, demonstrating that taste, perceived quality, and innovation remain key drivers of consumer choice.

8.5% of milk sold in 2025 was plant-based

Plant-based milk and drinks, with a sales value of €342 million in 2025, remain the leading category in Italy’s plant-based sector, accounting for 51% of total sales value.

In 2025, plant-based options represented 11.8% of total milk sales value in Italian retailers and 8.5% of total sales volume, confirming their position as an increasingly mainstream category. This was despite an average price that remains 45% higher per litre than animal-derived milk. Private-label products achieved a higher market share in this category than in other plant-based segments, reflecting the market’s growing maturity.

Among the different product types, oat- and almond-based drinks continued to grow (up 18% and 12% in sales volume between 2024 and 2025), while soy drinks saw a slight decline (-2% in sales volume between 2024 and 2025).

Plant-based meat alternatives consolidate

Plant-based meat remained the second-largest category in the Italian market, accounting for 35% of the sector’s sales value in 2025 (€234 million).

Sales volume grew by 4.1%, slowing from the 16.3% growth recorded in 2024, but still showing positive momentum in a more mature market where consumers are increasingly focused on quality, taste, and nutritional value.

The market remains heavily concentrated around plant-based burgers, which accounted for nearly 60% of category sales volume in 2025. Between 2023 and 2025, the average price per kg fell by 3%, helping improve affordability.

Tofu, tempeh, and seitan also grew strongly (+24% in sales volume in 2025), supported by more competitive pricing. However, products such as burgers, sausages, deli slices, and cutlets continue to represent a much larger market, with sales volume still 4.3 times higher than tofu, tempeh and seitan. This underlines the strong appeal of these products. 

Other categories: cheese, yoghurt, and cream

Plant-based cheese continued its double-digit growth trajectory, with sales volumes increasing by 15.6% in 2025, highlighting positive momentum in a category that remains at an early stage of development.

Although its market share remains small (0.3% of total plant- and animal-based cheese sales volume), there are interesting developments in the category structure. Private-label products grew significantly (+71% compared with +6% for branded products), partly due to their lower price point. However, branded products still account for more than three-quarters of the market, suggesting that taste, texture, and perceived quality remain decisive factors for consumers.

Sales volumes of plant-based yoghurt remained stable, while plant-based cream sales volume showed signs of recovery (+2.9%) following a decline in 2024.

The future of Italy’s plant-based sector depends on taste and affordability

Italy’s plant-based ecosystem includes more than 40 companies and is characterised by considerable diversity, ranging from major food manufacturers with dedicated retail product lines to a network of SMEs and specialist businesses focused on artisanal production, organic ingredients, and carefully selected domestic raw materials.

Ilaria Bertini, Italian spokesperson for the Good Food Institute Europe, said: “Recent trade and energy shocks and growing pressure on agri-food supply chains highlight the strategic importance of diversifying protein sources. Doing so can help build a more resilient food system, better equipped to respond to economic and environmental challenges while strengthening food security.

“Italian consumers are already broadening their food choices, although barriers related to affordability and taste remain. Supporting this shift in a balanced way across the food value chain will require coordination among actors across the value chain, as well as continued investment in R&D to strengthen the links between agriculture, the food industry and innovation.”

According to a recent analysis, a domestic Italian alternative protein sector could generate €10 billion in annual added value and create approximately 31,000 jobs, opening new opportunities across the value chain while reducing dependence on imports.