Nearly four out of ten Italian families (39%) have reduced their fruit and vegetable purchases in the last year, while one in three has changed their diet by favoring long-life foods. This is what emerges from the Italmercati–Ismea Report 2025, presented today at Cnel in Rome and created in collaboration with Census, which photographs an alarming situation for the health and social balance of the country.
According to Censis, the drop in fruit and vegetable consumption marks a real "food fracture”: the gap is growing between those who can afford a healthy, balanced diet and those who, despite wanting one, can no longer afford it. The research also highlights a transformation in purchasing behavior: the 73% Italians today pay greater attention to the origin and traceability of the products, while the 68% prefers foods local and seasonal.
The supply channel also changes: the 56% he says he turns to more often neighborhood Markets or specialized shops, looking for safety and trust, while the 49% consider the price a decisive factor in the choice of fresh products. The Report – now in its second edition – finally underlines the strategic role of the Italian wholesale markets as a hinge between production and consumption, called upon to guarantee accessibility, quality, and sustainability in the national agri-food supply chain.
