Growing health awareness, a shift towards one-person households and a slowly ageing population are affecting demand for food and drink products, though traditional values remain strong. The Italians’ insistence on freshness and naturalness has long held back progress of convenience foods, although the increase in the number of working women, among other factors, is now helping this sector pick up pace. Nevertheless, with additive-free being a key product claim in Italy, prepared foods need to stress the quality and ‘naturalness’ of ingredients.

The number of new product launches in Italy is low when compared to the other review countries, as traditional cooking is still preferred by many. Yogurt and probiotic drinks, cheese, prepared meals, chocolate and pasta are the sectors to show the highest numbers of introductions, while additive-free, low-fat and vitamin/mineral fortified rank highest among the positioning claims.

This research offers expert analysis of NPD levels across a number of food markets, as well as studying trends in product positioning claims and highlighting examples of the most innovative products. This research is essential reading for NPD, R&D and FMCG marketing professionals looking to gain a full understanding of Italy’s appetite for innovative new products and to identify the markets offering the most opportunity for development.

Growing health awareness, a shift towards one-person households and a slowly ageing population are affecting demand for food and drink products, though traditional values remain strong. The Italians’ insistence on freshness and naturalness has long held back progress of convenience foods, although the increase in the number of working women, among other factors, is now helping this sector pick up pace. Nevertheless, with additive-free being a key product claim in Italy, prepared foods need to stress the quality and ‘naturalness’ of ingredients.

The number of new product launches in Italy is low when compared to the other review countries, as traditional cooking is still preferred by many. Yogurt and probiotic drinks, cheese, prepared meals, chocolate and pasta are the sectors to show the highest numbers of introductions, while additive-free, low-fat and vitamin/mineral fortified rank highest among the positioning claims.

This research offers expert analysis of NPD levels across a number of food markets, as well as studying trends in product positioning claims and highlighting examples of the most innovative products. This research is essential reading for NPD, R&D and FMCG marketing professionals looking to gain a full understanding of Italy’s appetite for innovative new products and to identify the markets offering the most opportunity for development.