T. Ozbun
Research expert covering food retail and all food topics for Italy and Brazil
Veganism and vegetarianism in Italy- statistics & facts
In 2024, 7.2 percent of Italians were vegetarian, while 2.3 percent were vegan. The number of vegetarians and vegans in Italy has shown some fluctuations in recent years, but, as of 2024, the percentage of vegetarians has reached its highest level in a decade. The shares of those choosing these two diets differed among the various demographic groups. Vegetarianism was more prevalent among young people while veganism seemed to average out among the age groups. In terms of gender, female vegetarians and male vegans outnumbered their counterparts.
Despite fluctuations in the share of vegans and vegetarians in Italy, the market for plant-based foods has benefited from its growing appeal to those outside of this demographic. A larger, more competitive market will likely help to reduce some of the barriers of entry for those interested in pursuing a vegetarian or vegan lifestyle.
Vegetarianism and Veganism
While vegans choose not to include any animal components, vegetarians may include other animal-derived products in their diet such as dairy, eggs, and honey. There are many different reasons why people choose a meat-free diet. Some choose it based on philosophical or religious beliefs, while others view it as a healthier option for their well-being. Ethical and environmental concerns are also influential factors, encompassing animal welfare, the environmental impact of animal agriculture, and broader ecological issues. Moreover, vegan and vegetarian products extend beyond the dietary preferences of these groups. Plant-based substitutes have been created to emulate the taste and texture of meat and dairy products, appealing to a broader range of consumers. However, there are still individuals who hold critical views towards these diets, and approximately one in four Italians have reported often or habitually experiencing negative behavior from meat eaters based on their dietary choices.Plant-based market
Despite its still relatively small size, the market for plant-based products in food retail in Italy was worth 681 million euros, a remarkable growth from the figures registered two years earlier. Among the plant-based categories, plant-based beverages accounted for the largest share of sales, but plant-based meals featured the highest percent change in sales value among the categories.Consumer behavior
The factors behind the choice of plant-based alternatives among Italians showed that there were not only those who seemed to buy them for ethical or environmental reasons, but also those who wanted to eat them for their taste or to be healthy. However, the main barriers towards eating plant-based foods were their relatively high cost and the lack of sufficient consumer information. In addition, these products were mostly limited to home consumption, with a minority consuming them when eating out, and even fewer consuming them at work or school.Despite fluctuations in the share of vegans and vegetarians in Italy, the market for plant-based foods has benefited from its growing appeal to those outside of this demographic. A larger, more competitive market will likely help to reduce some of the barriers of entry for those interested in pursuing a vegetarian or vegan lifestyle.
