During the emergency period, Italian consumers rediscovered a new sense of health identity that was also expressed in consumption where, in this period, a new destination accorded to Made in Italy products was highlighted, therefore we are witnessing a nationalistic turning point. of Italians with greater attention to the origin of the products. According to a survey by Coldiretti, in fact, 8 out of 10 Italians search for Made in Italy products on the supermarket shelves.

A trend that is reflected in the communication strategies of companies. The data of the tenth edition of the Osservatorio Immagino of GS1 Italy, in fact, show how one in four products purchased in supermarkets or hypermarkets in Italy has a label that highlights the Italian origin: the Italian flag is present on 13,266 food products, the the wording “100% Italian” is shown on 6,688 food products while the wording “Made in Italy” is present on 6,945 food products.

On the other hand, made in Italy, as always, is highly appreciated even outside our country, it is very popular even outside our country, this is granted today – the so-called 3 “F”, both for products emerging such as organic food products.

Thus, on the one hand, Confindustria‘s “Report on exporting the dolce vita 2021”, which investigates the excellence of Made in Italy in the three main sectors of our export: Fashion, Food and Furniture, shows how the ease of recognizing the Italian character of a product is still the rewarding feature all over the world and represents the reason why consumers are willing to recognize a superior value to a Made in Italy product, preferring it to products from other countries.

According to consumers, the distinct signs of Made in Italy are: the quality of the materials, the accuracy of the workmanship, the design and the recognizability of Italian manufacturing.

On the emerging products front, on the other hand, Italian organic agri-food products are worth mentioning, whose sales in 2021 were close to 3 billion euros on international markets. The data released during the fourth ITA.BIO forum would be edited by Nomisma and promoted by  Ice Agenzia and FederBio highlight the interest expressed by the main foreign markets: in the Arabs, 80% of consumers willing to pay a higher price in order to buy a certified organic product produced in Italy; in Canada, the Made in Italy organic product is considered a high quality product by 1 in 2 consumers. In fact, 50% of Canadians believe that the quality of the organic tricolor is overall superior to that of other countries.


Osservatorio Immagino GS1 Italy, 2022

FerBio e Ice Agenzia, Forum ITA.BIO, 2021

Confindustria, Rapporto Esportare la dolce vita, 2021

Coldiretti Ixe’, 2020