James Blake. Milan Office, Bord Bia – Irish Food Board

Sales of gluten free products rose to €224m in 2013, an increase of €10m (4%) compared to last year’s figures (Euromonitor International, 2014). The gluten free market dominates the free-from sector in Italy and represents 58% of the overall free-from market.

1% of the Italian population (600,000) have been diagnosed as celiacs with numbers doubling since 2007 - this figure is one of the highest in Europe.

Consumers of gluten free products include not only those who are intolerant to gluten, but also those who have made a conscious decision to exclude wheat products from their diet because of the perceived health benefits.

60% of gluten free sales in Italy are dominated by three categories: biscuits (25% value), pasta (19% value) and substitutes for bread (16% value). In 2013, gluten free private label products represented 13% of retail sales in Italy (Nielsen, 2014).

Gluten free products are sold in three main outlets: retail, specialized stores and pharmacies. By offering gluten free products at more convenient prices, retailers experienced a sales increase of 18.4% in volume and 18.9% in value in 2013 (Nielsen, 2014).

The Italian gluten free market is expected to grow by 12% between 2014 and 2017 (Euromonitor International, 2014).

For more information contact james.blake@bordbia.ie.