In the five markets reviewed in this report (dairy, bakery, confectionery, crisps and snacks and soft drinks), sales of healthy options are worth an estimated €5 billion in 2008, up by almost 4% on 2007 and over 22% on 2003 (at current prices).

While food and drink with a healthy positioning proves popular, the rise of functional products, although starting from a small base, is also notable, registering double-digit growth in recent years and valued at around €1 billion. However, the sector, with the exception of yogurt, still remains niche.

Socio-demographic and lifestyle changes as well as fashion trends will continue to redefine the traditional Mediterranean diet. With relatively low penetration of ‘healthier’ food and drink in Italy, there is ample opportunity to attract new consumers.

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