A guide to selling Italian food and drink in 2025

For generations, the British public have loved Italian food almost as much as their own… If not more so, some would argue. Pasta with a flavour-filled sauce is without doubt one of the most popular weeknight meals in the UK, but our love affair extends far beyond that. Panettone at Christmas, Italian coffee, Aperol… even the approach that Italians have to food and drink – think: family get togethers, warmth and generosity – is appealing to us. All of this adds up to form a particularly valuable opportunity for fine food and drink retailers.

“Italian food remains a cornerstone of UK eating habits. It’s comforting, familiar, and rooted in quality ingredients and simple preparation,” agrees Sophie Ziegler-Jones, comms and PR lead at Suma. “For speciality retailers, it’s a category that consistently performs, offering customers trusted flavours with room for premium and ethical differentiation.”

Sally Assinder, UK marketing and account manager at Garofalo, agrees. “Italian food represents familiarity and inspiration for UK consumers. It is the cuisine people turn to for something quick, comforting, and universally loved, yet it also provides endless opportunities to elevate everyday cooking. A bowl of pasta can be as simple as supper in 10 minutes or as creative as a restaurant-quality dish at home. At Garofalo, we see pasta as the perfect balance between accessibility and aspiration. It allows consumers to cook confidently while exploring new recipes, regional shapes, and flavour pairings that take their cooking to the next level.”

According to Antonietta Kelly, senior trade analyst at the Italian Trade Agency, Italian cuisine represents an attractive lifestyle to British consumers. “For UK shoppers, Italian food represents authenticity, simplicity, and a lifestyle. It is strongly associated with high-quality, fresh ingredients and it is widely regarded as a healthier, more wholesome choice, thanks to its roots in the Mediterranean diet. Italian cuisine has become a staple in British households, not only for its comforting flavours but also for the ease with which its dishes can be prepared at home.”

The visibility of Italian chefs in British society plays a key role in the growing awareness and appreciation of Italian food. “A significant role in the growing popularity of Italian food in the UK has been played by an ever-increasing number of Italian chefs. From well-established names such as Giorgio Locatelli, Francesco Mazzei, and Aldo Zilli, to a new generation of up-and-coming young talents, these chefs have helped bring authentic Italian cuisine to a wider audience through their restaurants, media appearances, cookbooks, and culinary events,” says Antonietta.

Food with heart

Of course, taste has to be the most important factor when it comes to stocking – and enjoying – great Italian food, but story also plays a key role. Consumers are becoming increasingly interested in the regionality of Italy – what produce comes from where, and the stories behind those items – and are willing to pay a premium for food with proven provenance and a story they can connect with. 

An important cornerstone of any high quality product these days is sustainability, with consumers becoming increasingly of its markers. “More than ever, shoppers want to align with brands that reflect environmental and ethical values” says Becky Gill, national account manager at Emilia’s Pasta. That includes responsibly sourced wheat, minimal packaging, and shorter supply chains – all of which reduce the product’s environmental footprint.”

Suma invests heavily in sustainability to not only support the farmers supplying them, but also cater to the growing demand for genuinely sustainably-produced food. “Suma’s Italian range reflects our belief that good food should be done fairly,” explains Sophie. “We work with Italian farming co-operatives and small producers who share our values of sustainability and fair pay.”

Suma’s best-selling Italian products? “Our bestsellers include organic pasta (including gluten-free options), a huge range of tomato products, and conventional and organic olive oil. All everyday staples that deliver consistently on taste and provenance.”

The power of pasta

Pasta is undoubtedly the king of Italian foods in the UK, and the British shopper is becoming increasingly discerning. “The retail pasta sector is undergoing a noticeable shift – from a commoditised pantry staple to a premium, values-driven category. Today’s shoppers are far more informed and intentional about what they buy, and pasta is no exception,” says Becky.

“It turns everyday meals into something memorable by bringing restaurant-quality into the home. It’s affordable luxury – for just a few extra pounds, you get a product made with real craft and heritage. It’s a simple way to treat yourself and your family without overspending. Pasta is about more than just food. It’s about sharing meals, slowing down, and enjoying the process. We offer a small upgrade that delivers on both quality and experience, without asking consumers to compromise.”

“Fine food shoppers are as discerning as ever,” agrees Sally. “They still want pasta that delivers exceptional taste and texture, distinctive shapes, and clear provenance. Alongside this, there is a strong trend towards high-fibre and high-protein options. At Garofalo, we see shoppers choosing pasta as the hero of the meal. They are looking for distinct shapes, bronze-drawn texture, and the assured quality of premium durum wheat.”

The value of provenance

“Discerning shoppers are increasingly looking for pasta that offers authenticity, provenance and premium quality – not just a basic pantry staple, but a product with real craft and story behind it,” says Becky. “Shoppers are prioritising origin and traceability; they want to know where their food comes from.”

“Emilia’s retail pasta has been developed specifically with the discerning shopper in mind - someone who values authentic flavour, traditional methods, and sustainable values. Our pasta is produced in the birthplace of dried pasta, by a small facility that honours centuries-old methods. With PGI status, this region guarantees a level of quality and tradition that today’s shoppers are actively seeking.”

Fine food shoppers are familiar with checking out the backs of packs in the hunt for a short, clean list, and Emilia’s Pasta delivers on this front. “Our pasta is made with just two simple, traceable ingredients – 100% Italian durum wheat semolina and water. Both sourced from the Gragnano region, which forms part of our commitment to working with producers who prioritise sustainable farming practises and local supply chains. Our thought-provoking artistic packaging is made from 100% paper, so it is fully recyclable, helping reduce environmental impact without compromising on shelf appeal.

“Even in a cost-conscious climate, consumers are still willing to invest in products that offer genuine quality and a rewarding experience”

New selling tools

There’s a growing understanding, too, for the artisanal techniques that go into a lot of traditional Italian food and drink. “There’s also a growing appreciation for artisanal techniques like bronze-die extrusion and slow drying, which are known to improve both texture and flavour,” says Becky. “Taste and performance are something serious home cooks are looking for; they want pasta that cooks beautifully al dente and holds sauce well.” 

“We use bronze dies to shape the pasta, giving it that signature rough texture that helps sauces cling beautifully. The pasta is then slow-dried at low temperatures, preserving the wheat’s flavour and nutritional integrity – a process rarely used in mass-market pasta.”

Health also plays a role. “Clean, high-quality ingredients are also high on the list of priorities,” says Becky. “People are reading labels more carefully now and are drawn to short ingredient lists - no additives or shortcuts.”

A bright future

“The future for Italian food in the UK is bright and diverse,” says Sally. “Italian food continues to be one of the UK’s most trusted and loved cuisines, but shoppers are increasingly seeking greater depth of experience, regionality, and modern convenience. At Garofalo, we believe the next chapter will be about authenticity combined with innovation, staying true to centuries-old Italian milling and pasta-making methods while adapting formats, packaging, and communication for today’s consumer.”

“Independent retailers play a crucial role in promoting authentic Italian food,” says Antonietta. “They should offer their customers a more immersive experience through product tastings, insightful stories about origin and tradition, and personalised preparation tips. This hands-on, educational approach helps preserve the true essence of Italian culinary culture and builds a deeper connection between consumers and the products they buy.”

“The future of Italian Food and drink in the UK is very promising as the interest towards our country is not abating with millions of British tourists visiting Italy every year and discovering new regions and their food specialities.”

The future of pasta

“Consumers continue to move beyond the basics of spaghetti and penne to explore regional specialities such as Mafalda Corta, Paccheri, and Orecchiette, and are actively seeking authentic DOP ingredients,” explains Sally. “At the same time, there is growing interest in healthier pasta options such as wholewheat and now high-protein varieties.

That balance of health and indulgence is driving real innovation in the category. Garofalo’s forthcoming High Protein Pasta, launching in November 2025, reflects this evolution perfectly. It is a truly innovative high-protein pasta made solely from wholewheat, with no additional ingredients added to increase the protein level of the final product. This is made possible through a groundbreaking ingredient developed by one of Garofalo’s partners via a specific and advanced milling process.”

Retailer insight

Bruno Zoccola, owner of Valentina Deli, shares his expertise from the front line of Italian food and drink

What does Italian food represent to UK consumers?
Italian food has always stood for comfort and connection. My parents came to the UK from Italy in the 1950s and built their lives around sharing good food - it was how they stayed connected to home and brought people together. I think that sense of warmth, generosity and authenticity is what still draws people in today.

How is this evolving?
When we first opened our shop, people knew the basics - spaghetti, parmesan etc. Now customers are incredibly knowledgeable. They ask for things they know and like, such as Parmigiano Reggiano, or specific regional olive oils. There’s a real curiosity about where food comes from and how it’s made. It reminds me of Italy itself - where provenance and quality are everything.

What are your best-selling Italian products year-round?
Fresh pasta is always top of the list, then there are the classics: we have over 100 cheeses, 70 salumi, 150 wines, and countless pantry staples, all hand-picked by me and my team from small producers across Italy and beyond. Delicious options like prosciutto crudo, gorgonzola, and mortadella are sliced to order, so nothing goes to waste and everything tastes its best. Our olive oils are staples too. My parents always said that if you start with great ingredients, you don’t need to do much more: and that’s something we’ve kept true to at Valentina.

How about seasonally?
Christmas is always special for us – panettone and pandoro have been part of our shelves since the beginning and we’re pretty sure we have the largest collection of panettone in London, ensuring we cater for every taste and dietary requirement- we even have a new Dubai Chocolate flavour this year!  In summer, it’s all about antipasti - burrata, marinated artichokes, sun-dried tomatoes, focaccia, and a bottle of wine. Easter brings Colomba cakes and handmade tiramisu. We try to keep those Italian traditions alive at Valentina.

Are there any unsung heroes that deserve some time in the spotlight?
I’d say Buffalo Mozzarella. Everyone thinks they know what Mozzarella tastes like from the packs they buy in the supermarket, but true Buffalo Mozzarella is another thing entirely. The flavour is rich and slightly tangy, the texture is creamy and delicate: it’s a completely different experience. Once people try the real thing, they never go back!

How should British retailers tell the story of great Italian produce?
Tell the human stories. Every product has a family behind it – just like ours. Retailers can do the same: focus on provenance, simplicity and the brilliant work that the producers do. Let the quality speak for itself.

What’s in the future for the Italian food sector in the UK?
I think it’s heading back to its roots – smaller producers, true regional specialities, and transparency about where things come from. There’s huge appreciation for authenticity and for the traditional kind of Italian family values. At Valentina, we’ll keep honouring that tradition while showing how Italian food can still evolve and excite new generations.

Distributor insight

Gianfranco Perri, founder of CEO of Just Gourmet Foods, shares his take on the role of Italian food in the UK market

These days, there’s a lot of eating at home because restaurants have become so expensive – even casual dining. This means that people are looking for treats at home, a restaurant quality meal which offers the key components people see as being authentically Italian: natural and fresh, with a focus on family.

I set up Just Gourmet Foods because I saw a gap in the market for high end, authentic retail products for the UK market. Italy simply has the fundamentals of great food, including a great climate which is optimum for producing high quality ingredients, so I focused on family-run enterprises which produce food of their local regions.

With just a few ingredients you can have a really good meal that’s not overly expensive, and you don’t need to be hugely skilled in the kitchen to get a good result. This is where quality comes in – a beautiful passata doesn’t need much added to it to make a delicious sauce, just some olive oil, herbs and seasoning, and that’s because the tomatoes used to make it were grown in natural sunlight and not in greenhouses so they’re perfectly ripe and sweet, and have been cooked down to the perfect consistency and flavour. 

The tomatoes in that passata will have been cared for like babies, and that’s why authentic Italian food is so great – there’s passion and mastery built in. Bakers, butchers, baristas… they’re all experts in what they do and can turn their hand to anything in their craft, because they make it their life – not like the mainstream food scene in the UK. The value of food is held higher in Italy.

Appearance is also hugely important, and a vital aspect of the products I work with. The magic of Italian food and drink is that its packaging can tell a story and evoke happy memories – of time with family, of holidays – and this is an invaluable selling tool. People buy with their eyes, and this means a beautiful product is less likely to sit in the cupboard.

Plus, the fact that you need less of a quality ingredient for it to stand out in a dish means that customers shouldn’t be shy about spending a little more money on a good quality product. We’re happy to support with tastings, as we recognise that there can be a bit of a jump in price between the Italian staples customers might be used to buying from the supermarket and the premium items we’re selling. 

Pullquote “People are looking for treats at home, a restaurant quality meal which offers the key components people see as being authentically Italian: natural and fresh, with a focus on family”

“We’re proud to offer a slice of Italy in the Suffolk countryside”

Jack Wolff-Evans of Reuben’s in Melton, Suffolk, brings his team’s excitement and hunger for Italian discoveries to a loyal audience

The team at Reuben’s has always been hugely inspired by Italian delis and larger destinations like Eataly, and we wanted to bring the products that had previously only been available in London to Suffolk. We work directly with a lot of suppliers who we meet at trade shows, and their excitement and passion rubs off on us; we’re proud to be offering a little slice of Italy tucked away in the Suffolk countryside, in some cases selling products that haven’t even reached London yet. We even sell an olive oil made by a local family who have an olive farm in Italy.

We don’t have a lot of space to play with, but our Italian section is the largest because there’s such a demand for it – people get excited about spending a little more on an artisanal pasta and sauce; it doesn’t cost a lot, but it’s a meal they look forward to preparing and eating. 

Alongside incredible pastas and sauces, we sell jarred vegetables like slow-cooked aubergines and peppers, and really lovely sun dried tomatoes – and things like cannolis, which can be tricky for shoppers to get hold of, and Italian chocolates. 

We’re a team of food lovers, so we make sure to quality test each of the products we sell – if something on our shelves is four or five times the cost of what someone can get in the supermarket, we have to be able to justify that. It would be awful for a customer to spend that money then be disappointed by the experience when they get home.