Innovation: Food and Beverage in Italy

November 2023

This report provides insights into product innovation in Italy, analysing data from Euromonitor International’s Innovation Platform. The report covers the food and beverage categories, showing the level of new brand and sub-brand launch activity.

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This Innovation Country Report is part of a series of reports providing data and analysis on new product launch activity across digital shelf across Food and Nutrition and Beauty, Health and Home categories. The reports explore what type of innovation is happening and in which retailers across selected geographies.
The data contained in these reports are based on Euromonitor’s Innovation platform - an AI-powered platform that identifies and tracks new brand and sub-brand launches across the global digital shelf from January 2021 onwards. It monitors their expansion over time into new countries, retailers and categories, and also shows if they have been discontinued. 

The Innovation in Italy report includes:

Data and analysis on new brand and subbrand launches at online retailers within specific country across:

  • Food and Nutrition categories, such as Packaged Food, Soft Drinks, Hot Drinks, Alcoholic Drinks, and Pet Care;
  • Beauty, Health and Home categories, such as Consumer Health, Beauty and Personal Care, Tissue and Hygiene, and Home Care. 

The Innovation in Italy report answers:

  • Is specific country a pacesetter or follower in terms of new product launches across specific industries?
  • What industries lead in terms of new product launches within specific country?
  • What type of innovation is happening within specific industries and categories?
  • What are the examples of some of the innovations across the categories?
  • Which retailers are leading in new product launches within specific country?
Passport Innovation overview
Euromonitor Passport Innovation definitions
50% of detected food and beverage launches were first launched in Italy
Approximately of detected launches were in packaged food in Italy in 2022
New launches in Italy in 2022: soft drinks and hot drinks
New launches in Italy in 2022: packaged food, alcoholic drinks and pet food
Detected brand level launches peaked in Q2 2022, driven by seasonal products
Bio Primo offers a gluten-free and vegan energy ball to meet demand for plant-based options
Bio Primo Energy launches in seven European countries through Vitalabo
Detected sub-brand launches aligned with 2022 Italian health and wellness trends
Almo Nature HFC Sterilized offers owners human grade pet food to meet growing demand
Almo Nature HFC Sterilized launched in Italy in 2022 through retailer Zooplus
Two retailers accounted for 30% of detected 2022 launches in Italy
Passport innovation methodology
Passport Innovation industry coverage
Passport Innovation country coverage
Passport Innovation retailer coverage

Buy Innovation reports to:

  • To understand what type of innovation and where is happening across the broader category scope
  • To gain insights into how new product launches are aligned with changing consumer preferences and what needs remain unmet


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