A healthy and varied 'Mediterranean diet' is the most important factor to hamper the take-off of health and wellness products in Italy. The 'Italian diet' in fact is considered one of the healthiest in the world as it is rich in vegetables and fruit, as well as olive oil, and is based on a good proportion of carbohydrates and protein. As far as healthy food is concerned, Italian consumers are therefore more interested in organic food than in functional products.
