New consumer trends in grocery at TUTTOFOOD 2023

Fiera Milano, Rho


New consumer trends in grocery at TUTTOFOOD 2023

Among the main consumption trends, home cooking and healthy, high-quality products prove to be key. 

One of the most exciting sectors for TUTTOFOOD2023, taking place at fieramilano from May 8th to 11th 2023, is Grocery: according to Netcomm data, in 2021 online grocery sales grew +39%, almost reaching €1.4 billion. A few barriers to buying being broken down added to an increase in online initiatives throughout Italy. And enhancing logistics infrastructure, delivery capacity and grocery pick-up methods has been key.


Like all industries, grocery has had to innovate and adapt to new post-pandemic consumer categories. But which new consumer habits and products are companies focusing on? We asked key industry players.


According to Sicilian family business Agromonte, specialised in producing ready-made sauce: “The pandemic has led to a dramatic comeback of wanting to cook at home and experiment with new recipes. Then, on the consumers side, there’s growing interest in choosing quality ingredients and products with a health and wellness emphasis. To move toward these new demands we decided get ourselves certified as VEGAN,” explains Miriam Arestia, Marketing Manager of Agromonte. The company is focusing on innovation within segments where they are already present, such as Sauces and Pasatas: “We launched Yellow Cherry Sauce and Passata. We entered the pulp segment with ‘La Nostra Polpa’, a sweet, enveloping tomato and date pulp.”


Claudio Stefani, CEO of Acetaia Giusti in Modena, also affirms that a trend that emerged during the pandemic is still here: “The consumption of higher quality products at home has increased due to the need to add value to time spent in the domestic sphere.” As for innovation, Stefani notes that online played a major role: “Online prompted us to rethink how our products are packaged, presented and delivered in a way that increases the quality of the experience for those receiving them.”


One of the biggest leading players in the Italian flour market, Lo Conte Group, highlights growth in the pizza segment and the search for products that are strongly differentiated. Specifically, “Consumption has become even more polarised toward either affordable or premium products. Recently, the Lo Conte Group has also been offering a premium range within the gluten-free segment with its Giusto brand, a market with huge potential” says Rocco Modugno, head of marketing at the Lo Conte Group.


One product that stands out is the company’s Milleusi flour from Le Farine Magiche range, “a great all-rounder that simplifies and facilitates home cooking as it’s perfect for making anything,” says Modugno. Moreover, he explains that “The Molino Vigevano brand with Vesuvio flour, meanwhile, is aimed at Neapolitan pizza enthusiasts.”


TUTTOFOOD2023, held at fieramilano from the 8th to 11th of May 2023, will act as a voice for the latest trends as well as a meeting and discussion point for both companies in the industry and Italian and international buyers.