Comfort food

So snacks are replacing main meals

Snack consumption in Italy and Europe is steadily increasing: a trend that is also behind numerous acquisitions and mergers of companies

by Maria Teresa Manuelli

3 September 2025

3' min read

Key points

Italy among the leaders by value share
Acquisitions in an attractive market
New actors and innovative strategies
Towards a culture of conscious snacking

3' min read

Italians' passion for snacks is growing, making this sector increasingly strategic for the food industry. Consumption is also increasingly seen as an alternative to main meals.

Figures provided by Circana for Cibus and Tuttofood show that as of August 2024, the turnover of the snack category in the Italian large-scale retail trade reached 144 million euros, registering a volume growth of 2.1% compared to 2023, despite an average price increase of around 6% year-on-year.

However, these numbers only represent part of the overall picture, as this heterogeneous category includes different types of food (for example, snacks alone were worth EUR 1.4 billion in the period April 2023-March 2024 according to Niq, while street food exceeded EUR 2.5 billion in turnover) and different sales channels, such as horeca and vending. The latter, analysed by Jakala for Confida (Italian Association of Automated Distribution), despite a drop in overall turnover, on the contrary saw an increase among sweet snacks, which recorded a growth of +6.71%, driven by the excellent performance of snacks (+24%), bars (+7.2%) and croissants (+6.6%). The savoury snacks segment also remained substantially stable (+0.43%), with dried and dried fruit growing strongly (+15.9%), appreciated for its balanced nutritional profile.

Italy among the leaders by value share

The Italian figures also fit well into the European context, where an even more interesting picture emerges. According to the analysis 'Snack Unwrap: The Insatiable Craving for Growth' by Circana, the European snack economy is now worth EUR 234 billion, an increase of +2.9% compared to 2023. Italy stands out for a particularly significant fact: it registers one of the highest value shares of the sector (43.2% of the grocery total), together with the Netherlands (44.6%), "a sign of a strong cultural affection towards snacking", as the report points out.

According to Ananda Roy, svp thought leadership and Europe cpg growth advisor at Circana, 'we need to treat snacks less and less as a category and more as a culture: fluid, hybrid and constantly evolving'.

Acquisitions in an attractive market

Not only consumers, investor interest in the snack sector is also evidenced by a number of significant transactions. Foster Clark Products Ltd. completed the acquisition of 100% of Preziosi Food Spa, a producer of savoury snacks that employs around 200 people at its Melfi site and produces more than 130 million packs annually of crisps, popcorn and other savoury snacks.

At the same time, Aksìa took over the Fornaio Del Casale group from Riello Investimenti Sgr, with the aim of 'creating a leading group in sweet and savoury snacks'. The operation envisages a growth strategy by external lines with four target companies already identified, aiming to reach an aggregate turnover of 80 million euro from the current 60 million.

Internationally, the acquisition by Ferero Group of WK Kellogg for USD 3.1 billion caused a stir, further expanding its presence in the breakfast and snack sector.

New Actors and Innovative Strategies

The dynamism of the sector also attracts operators from different markets. Srg International is bringing Reese's, the historic American brand that owes part of its fame to the 1982 film 'E.T. the Extra-Terrestrial', to Italy. As director Steven Spielberg recalled, 'Reese's Pieces celebrated a 65% increase in sales due to the overwhelming cultural response to the film'.

The fruit and vegetable sector is also positioning itself in the snack world. Ondine, the premium flat nectarine, launched its 'Snack the summer' campaign to 'position itself as a natural and tasty alternative in the snacking world', while Ficacci expanded its Mini Trio line with ready-to-eat snacking proposals.

The Consorzio Cacciatore Italiano organised this summer's 'Smart Snack' event to explore the evolution of the snack, proposing the traditional bread and salami combination as the 'perfect ally for a balanced and tasty snack'.

Towards a culture of conscious snacking

The data show, however, how the snack sector is evolving towards increasingly sophisticated and healthy options. In Europe, wellness-related categories lead the growth: cereals and breakfast bars (+6%), dried and dehydrated fruit (+4.9%), cheese (+3.1%) and yoghurt (+3.5%).

"Snacking has evolved into a daily ritual around the world, but the motivations behind it are not unique," says Sally Lyons Wyatt, global executive vice president of Circana. "Brands that recognise this balance and adapt their innovation accordingly will be in the best position to capture long-term growth."

The Italian snack market therefore confirms itself as a strategic sector, characterised by strong cultural growth even before economic growth, where the national gastronomic tradition is combined with the new demands of practicality, well-being and sustainability of modern consumers.