Summary
Italian Food & Beverage reached a record export of 69 billion euro in 2024 with a growth of 7.5%, confirming itself as a strategic pillar of the national economy. To maintain this leadership in an increasingly competitive environment, Italian companies must embrace a strategic transformation based on three fundamental pillars.
Sustainability has evolved from an ethical requirement to a decisive competitive advantage. With 87% of Italian managers confident in achieving green goals by 2030, the industry is positioned at the forefront of the ecological transition. The circular economy and eco-friendly packaging not only optimise operating costs but also open access to the most demanding international premium markets.
Digital transformation represents the second critical accelerator. More than 80% of Italian companies have planned significant investments in artificial intelligence over the next two years, recognising 4.0 technologies as the key to reducing market penetration times and customising offerings for specific geographic segments.
Success also requires geographically differentiated strategies. In North America the focus must be on Italian heritage and premium certifications, while Asian markets require investments in luxury packaging and collaborations with local influencers. In Europe sustainability and innovation drive choices, while the Middle East favours halal compliance and long-term B2B relationships.
The challenges of the five-year period 2025-2030 include increasing competition from emerging markets such as Vietnam and Turkey, international regulatory developments and the redefinition of global supply chains. In this scenario, the strategic use of specialised figures such as TEM and DEM can significantly accelerate the internationalisation process. Made in Italy retains a unique competitive advantage, but transforming it into global success requires specialist skills and reliable partners like Octagona.
Food & Beverage represents the beating heart of Italian agri-food exports, which in 2024 reached the historic milestone of EUR 69 billion, exceeding this threshold for the first time with an increase of 7.5% compared to 2023 (Source: Istat). Within this extraordinary result, the Food & Beverage sector emerges as one of the few sectors in constant growth despite global economic dynamics, consolidating itself as a strategic pillar of national exports.
However, in this scenario of excellence, Italian Food & Beverage companies are faced with increasingly complex challengesGrowing international competition, evolving consumer preferences and new regulations in foreign markets require innovative and targeted strategies. Environmental sustainability, digital transformation and customisation of the offer emerge as the three strategic pillars indispensable to consolidate and expand the presence of Made in Italy in global markets.
This article provides an in-depth analysis of the trends that are redefining the industry and proposes a operational roadmap for companies aiming to strengthen their international competitiveness by turning challenges into opportunities for sustainable growth.
Environmental sustainability has become a prerequisite for access to major export markets. European, North American and Asian consumers increasingly favour products with environmental certifications, eco-friendly packaging and transparent supply chains. For Italian companies, the adoption of sustainable practices is no longer just an ethical choice, but a strategic imperative to maintain competitiveness and marginality in foreign markets.
The adoption of circular economy models in Italian Food & Beverage is transforming sustainability from cost to competitive advantage in international marketsi. Companies that integrate advanced technologies for the recovery of production waste, intelligent water management and the use of renewable energies not only optimise operational efficiency, but also significantly strengthen their premium position in exports. The eco-sustainable packaging emerges as a decisive differentiating factor, capable of influencing purchasing choices and opening up new distribution channels in the most demanding markets.
The data confirm this trend: the 76% of business leaders in the Food & Beverage sector expresses confidence in achieving sustainability goals by 2030. Italy stands out with a remarkable 87% of managerial optimism, positioning itself at the forefront of the industry's green transition. This enthusiasm is accompanied by a unanimous request: theurgency of normativclear and internationally harmonised standards, which are essential to drive a responsible and competitive transformation of the sector.
Digital transformation is a key enabling factor for the internationalization strategies. Companies that invest in 4.0 technologies reduce the time to enter new markets and increase the efficiency of the international supply chain. L'Artificial Intelligenceis revolutionising the way Italian companies approach foreign markets, from the predictive analysis of demand to the customisation of supply for specific geographic segments.
According to the Jefferson Wells platform, the outlook for technology investment in the Italian Food & Beverage sector in fact shows a clear strategic direction: almost all domestic companies (more than four out of five) have planned significant investment in artificial intelligence for the next two years.
Technology is perceived as a key lever for transforming production and distribution processes, with a focus on operational efficiency. Companies are aiming to achieve tangible cost reductions through intelligent automation, seen as a key tool for enhancing the customer experience and building stronger relationships with target markets.
Long-term success will belong to companies capable of redefining their role in the socio-economic ecosystem: those that integrate technological innovation, environmental responsibility and the creation of shared value. Anticipating and interpreting the evolution of global consumer expectations will no longer be an option, but the prerequisite for winning and maintaining leadership in the international markets of the future.
There geographical differentiation of supply has become a key element for the international success of Italian Food & Beverage companies. The most innovative companies are redesigning their product portfolios through targeted localisation strategies that balance Italian tradition and local preferences. This approach includes the development of specific ranges that respond to regional food requirementsthe adaptation of formats and weights to local consumption habits, and the reformulation of traditional recipes to meet international palates without compromising the identity of the Made in Italy.
The key to success lies in the ability to interpret the cultural peculiarities of each target marketturning them into business opportunities. Companies that excel in this strategy register significant increases in market share, demonstrating how production flexibility can become an accelerator for international growth.
THEhe contemporary consumer has completely redefined the relationship with food, elevating it from mere nutrition to instrument of integral well-being. This evolution goes far beyond responding to specific dietary needs - which remain central with the exponential growth of vegan, gluten-free and low-sugar regimes - to embrace a holistic view of health. The 'food as medicine' phenomenon is transforming the industry, with consumers actively seeking functional foods, superfoods and customised nutritional solutions to prevent diseases and optimise psycho-physical performance.
At the same time, the experiential dimension of food consumption. Successful companies no longer just sell products, but create narrative universes that emotionally engage the consumer. Authentic brand storytelling, transparency about the production chain and ethical-environmental commitment become decisive differentiating elements. To respond to this complexity, companies must orchestrate sophisticated omnichannel strategiesintegrating physical and digital touchpoints into a coherent ecosystem that enhances every moment of interaction with the brand, from product discovery to consumer experience and social sharing.
Success in international markets requires a complex mix of skills ranging from global strategic vision to digital operational skills, from sustainability management to intercultural soft skills. In this scenario of increasing complexity, many Italian Food & Beverage companies are discovering the strategic value of the specialised internationalisation consultancy and the figures of outsourcing qualified.
The inclusion of Temporary Export Manager (TEM) and Digital Export Manager (DEM) gives companies immediate access to high-level expertise without the cost and time of a permanent in-house structure. These professionals bring consolidated experience in target markets, international contact networks and proven methodologies to accelerate entry into new countriesi. The combination of external strategic consultancy and internal competence development is the winning formula for Italian SMEs aiming to turn their potential into measurable global success.
The next five years will mark a turning point for Italian agri-food exports, with rapidly changing competitive dynamics. The emergence of new players from markets such as Vietnam and Türkiye is intensifying competitive pressure, while the evolution of the international regulatory framework - with particular reference to the European Green Deal and the new standards of FDA sustainability - requires significant investment in compliance and certification.
Geopolitical changes, from US-China trade tensions to the redefinition of post-pandemic supply chains, are forcing Italian companies to strategically review their international business models. In this context, it becomes crucial to equip themselves with advanced market intelligence systems to monitor the evolution of target markets in real time, to invest in premium certifications (IFS Food, BRC Global Standard, FDA Registration) that guarantee privileged access to the most profitable markets, and to develop specific managerial skills to navigate the regulatory and cultural complexity of different countries. Companies that know how to turn these challenges into opportunities for differentiation will strengthen their competitive advantage in global markets.
Export success requires a tailored approach for each region, recognising the cultural and commercial specificities of each market. In North America, the focus must be on the narrative of Italian heritage and superior quality certifications, elements that justify premium pricing in a sophisticated market. Asian markets, from China to JapanInstead, they require significant investments in luxury packaging and collaborations with local key opinion leaders to build brand credibility and desirability. In Europe, certified sustainability and product innovation are the main drivers for differentiation in mature and highly competitive markets. For the Middle East, the winning strategy combines adaptation to halal regulations with targeted investments in long-term B2B relationships, which are crucial in relationship-oriented business cultures. This strategic diversification, supported by partnerships with specialised distributors in the premium segment and leading e-commerce platforms, can significantly accelerate market penetration time and optimise the return on investment of internationalisation initiatives.
Italy's gastronomic heritage represents a unique strategic asset in the international Food & Beverage landscape. Global demand for Italian excellence continues to grow at rates above the sector average, driven by increasingly sophisticated consumers who seek authenticity, superior quality and the history behind each product. Italian wines dominate the world's top restaurant lists, with Prosecco, Barolo and Amarone recording double-digit growth in premium markets. PDO cheeses such as Parmigiano Reggiano and Gorgonzola are seeing increased penetration in high-end retail, while Italian extra virgin olive oil has become synonymous with healthy excellence from California to Japan. However, success requires more than intrinsic quality: companies must invest in effective storytelling, brand protection against Italian sounding, and positioning strategies that enhance the uniqueness of the Italian terroir. The combination of centuries-old tradition, continuous innovation and the ability to adapt to local tastes without compromising authenticity is the winning formula for transforming Made in Italy into a sustainable and profitable global business.
Octagona, with its consolidated expertise in Food & Beverage internationalisation, is the ideal partner to navigate these complexities and turn challenges into concrete opportunities for growth. Contact us to find out how we can accelerate your success in global markets.
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