Italy Gluten-free Products Market Size, Share & Trends Analysis Report By Product (Bakery Products, Dairy/Dairy Alternatives), By Distribution Channel, And Segment Forecasts, Key Companies And Competitive Analysis, 2025 - 2030

Italy Gluten-free Products Market Trends

The Italy gluten-free products market size was estimated at USD 480.0 million in 2024 and is expected to grow at a CAGR of 10.5% from 2025 to 2030. The market for gluten-free products in Italy is experiencing significant growth due to a combination of health awareness, rising diagnoses of gluten-related disorders, and shifting consumer preferences. Traditionally known for its wheat-based cuisine, such as pasta, pizza, and bread, Italy has seen a noticeable increase in demand for gluten-free alternatives that allow individuals to enjoy their favorite foods without compromising their health.

Italy has one of the highest diagnosed rates of celiac disease in Europe, driven by effective screening programs and strong public health initiatives. As a result, a significant number of Italians follow a strict gluten-free diet out of medical necessity. In addition, rising awareness about non-celiac gluten sensitivity and a general perception that gluten-free foods are healthier and easier to digest have led many non-celiac consumers to adopt gluten-free eating habits.

Moreover, growing health and wellness awareness among Italians has led many to adopt gluten-free diets as a lifestyle choice, even without a medical diagnosis. Despite mixed scientific evidence, some consumers believe that reducing gluten intake can improve digestion, reduce inflammation, or support weight management. This broader health-conscious movement is driving demand for a variety of gluten-free foods beyond necessity.

Recognizing the seriousness of celiac disease, the Italian government provides a monthly stipend of up to €140 to affected individuals, facilitating access to gluten-free foods. Moreover, government support, such as subsidies for diagnosed individuals to purchase gluten-free products, has encouraged supply and demand. Italian consumers, known for their strong connection to traditional cuisine, now have access to a wide variety of gluten-free versions of pasta, bread, and baked goods, thanks to advancements in food technology and innovation. This accessibility, coupled with growing interest in wellness, clean eating, and specialty diets, propels the gluten-free market in Italy.

Italian producers have invested in research and development to create gluten-free products that resemble traditional Italian foods taste and texture. This innovation has expanded the variety and appeal of gluten-free options. For instance, in November 2024, Rich Products expanded its Authentically Italian Portfolio with two new offerings: the Gluten Free Cauliflower Pinsa and the Roman Style Pizza Dough Ball. The Cauliflower Pinsa is a plant-based, gluten-free, parbaked crust made with rice, buckwheat flour, and cauliflower, offering a soft interior and crunchy exterior for quick, oven-ready preparation. The Roman-style dough ball, made with high-hydration "00" flour, delivers authentic Italian texture and versatility for various dishes. These launches cater to the rising demand for artisanal, gluten-free foods, especially among Millennials and Gen Z consumers in quick-service restaurants and convenience outlets.

Consumer Insights

The market for gluten-free products in Italy is increasing due to growing medical awareness, supportive government initiatives, and shifting consumer lifestyles. With roughly 1% of Italians-about 600,000 people-diagnosed with celiac disease, there is a strong, medically driven demand for gluten-free foods. The Italian government supports these individuals by providing monthly vouchers (up to 140 euros) to help offset the higher cost of gluten-free products, ensuring that those in need have access to safe alternatives.

Furthermore, Italy’s rich culinary heritage has spurred creative adaptations of traditional foods, leading to an impressive network of over 4,000 gluten-free eateries across the country. Innovations such as gluten-free pizza crusts perfected in Naples have helped integrate gluten-free options into everyday dining, making them nutritionally viable and gastronomically appealing. As these trends continue, the market for gluten-free products in Italy is set to expand further, driven by both health needs and lifestyle choices.

Italy’s deep-rooted food culture-especially around pasta, pizza, and bread-has seen significant gluten-free innovation. Producers have developed high-quality gluten-free versions of classic dishes using ingredients like rice, corn, buckwheat, and chickpeas, maintaining taste and texture. This culinary evolution makes it easier for consumers to enjoy traditional flavors without gluten.

In January 2025, Di Marco, a leading Italian producer of flours and bases for pinsa romana, acquired a majority stake in Pizzami, a prominent producer of gluten-free pizzas, pinsas, and baked goods. This acquisition, completed in partnership with the Galati family (Pizzami's founders), strengthens Di Marco's position in the gluten-free market and expands its product portfolio for both food service and retail channels. Pizzami, based in Parma, is the third-largest Italian producer of gluten-free baked products, exporting globally. The move aligns with Di Marco's rapid growth trajectory, which saw its turnover double to €60 million in 2024 and follows the establishment of its U.S. subsidiary, Di Marco North America Corporation. Both companies aim to leverage their complementary strengths to drive innovation and consolidate leadership in the gluten-free segment.

Product Insights

Bakery products accounted for a revenue share of 29.6% in 2024. Italian consumers increasingly prefer gluten-free bakery products due to a combination of health awareness, dietary needs, and improved product quality. With a significant portion of the population diagnosed with celiac disease or gluten sensitivity, demand for gluten-free alternatives has surged. At the same time, many Italians are adopting gluten-free bakery items as part of a broader wellness lifestyle, even without medical necessity. Advances in baking techniques have made gluten-free breads, cakes, and pastries more appealing by closely replicating the taste and texture of traditional recipes. The growing availability of these products in supermarkets, bakeries, and cafés has further fueled their popularity across the country.

Desserts and ice cream is expected to grow at a CAGR of 11.4% from 2025 to 2030. Italians increasingly prefer gluten-free desserts and ice cream due to health awareness, dietary restrictions, and evolving taste preferences. At the same time, many consumers associate gluten-free options with a healthier lifestyle, even without medical necessity. Food manufacturers and gelaterias have responded with innovative, high-quality, gluten-free desserts and ice creams that maintain traditional Italian flavors, making it easier for consumers to enjoy their favorite sweets without compromise.

Distribution Channel Insights

Sales through supermarkets & hypermarkets accounted for a revenue share of 30.7% in 2024. Italians prefer buying gluten-free products from supermarkets and hypermarkets due to the wide variety, convenience, and quality assurance these outlets offer. These stores provide dedicated gluten-free sections stocked with trusted brands and certified products, making it easier for consumers to find safe and diverse options in one place. Competitive pricing, frequent promotions, and the ability to shop for all household needs in a single trip also add to their appeal. Moreover, supermarkets often collaborate with health authorities and gluten-free associations, boosting consumer confidence in product authenticity and safety.

Sales of Italian gluten-free products online are expected to grow with a CAGR of 11.6% from 2025 to 2030. Italians are increasingly turning to online stores for gluten-free products due to the convenience, broader selection, and ease of access they provide. Online platforms often offer a wider range of specialized and international gluten-free brands that may not be available in local stores. For those with strict dietary needs, shopping online allows them to easily check ingredient lists and certifications before purchasing. Furthermore, home delivery saves time and effort, especially for consumers living in smaller towns or with busy lifestyles. Subscription options and discounts further enhance the appeal of buying gluten-free products online.

Key Italy Gluten-free Products Company Insights

Many manufacturers in the gluten-free product market are leveraging technology to enhance consumer experience and health tracking. By integrating IoT capabilities, some companies are developing smart packaging and mobile app connectivity that allow consumers to track product freshness, receive personalized dietary recommendations, and monitor nutritional intake in real-time. Moreover, to cater to health-conscious and lifestyle-driven consumers, brands offer customizable gluten-free options, such as build-your-own snack kits or mix-and-match baking blends, enabling greater flexibility and personalization. These innovations improve convenience and transparency and deepen consumer engagement and brand loyalty.

Recent Developments

• In November 2024, Rich Products expanded its authentically Italian portfolio by launching gluten-free cauliflower pizza and Roman-style pizza dough balls. The gluten-free cauliflower pizza, made with rice buckwheat flour and cauliflower, is a plant-based, parbaked crust designed for quick preparation. It transitions from freezer to oven in minutes. It features a soft, airy interior with a crunchy exterior, catering to gluten-intolerant and health-conscious consumers.

• In October 2024, Granoro, a leading Italian pasta producer, is showcasing its 100% Puglia-made pasta at SIAL 2024 in Paris, highlighting its commitment to sustainability, traceability, and regional excellence. Granoro also emphasizes eco-friendly practices, using FSC-certified recyclable paper that reduces plastic and CO₂ emissions for its “Dedicato” and “Biologica” lines.

• In April 2023, Verve Culture announced the launch of its Italian Pizza and Pasta Flour and Gluten-Free Flour at the Summer 2023 Fancy Food Show at the Jacob Javits Convention Center. These flours are crafted from premium ingredients, enabling consumers to create authentic Italian dishes at home.

• In July 2023, Italy’s Pasta Rummo, a family-run brand renowned for its high-quality, slow-crafted “al dente” pasta, launched nationally at Whole Foods Market stores across the U.S. this summer. The rollout includes 11 classic and gluten-free varieties, with Shells and Mezzi Rigatoni offered exclusively at Whole Foods through the end of 2023. 

Italy Gluten-free Products Market Report Scope

Italy Gluten-free Products Market Report Segmentation

This report forecasts revenue growth at the country level and provides an analysis of the latest industry trends and opportunities in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented the Italy gluten-free products market report based on product, and distribution channel.

• Product Outlook (Revenue, USD Million, 2018 - 2030)

  • Bakery Products

  • Dairy/dairy Alternatives

  • Meats/meats Alternatives

  • Condiments, Seasonings, Spreads

  • Desserts & Ice-creams

  • Prepared Food

  • Pasta and Rice

  • Others

• Distribution Channel Outlook (Revenue, USD Million, 2018 - 2030)

  • Convenience Stores

  • Supermarkets & Hypermarket

  • Specialty Stores

  • Online

  • Others