Italy Protein Market Size and Share Outlook - Forecast Trends and Growth Analysis Report (2025-2034)

The Italy protein market, valued at USD 780.00 Million in 2024, has experienced considerable growth. The market is expected to grow at a CAGR of 5.00% from 2025 to 2034, potentially reaching USD 1.27 billion by 2034.

Italy Protein Market Growth

Rising disposable income in Italy is a key driver for the growth of the Italy protein market. According to the OECD, the average household net-adjusted disposable income per capita is USD 29,431, 3.6% of Italy’s total disposable income. This increase in purchasing power has encouraged consumers to invest in high-quality, premium, and branded protein supplements such as protein powders and shakes. The investment is further fuelled by growing health and fitness concerns.

To meet the demand for protein products, industry leaders are inclining towards scalable and cost-efficient production methods. This is being reflected in the rise of microbial protein in Italy. Microbial protein is primarily sourced from algae and mycoprotein, both of which are extremely sustainable and have a lower environmental footprint compared to traditional animal-based protein sources, enhancing long-term growth and market stability. Austrian startup Revo Foods, which holds a sizeable market in Italy, introduced “The Filet”, a mycoprotein-based salmon filet available at REWE’s vegan superstores since September 2023. The product is marketed as clean-label offering remarkable nutritional benefits, including high protein content and Omega-3.

Key Trends and Recent Developments

Preference for vegan products, exotic flavour innovations and digital advancements are impacting the Italy protein market revenue.

October 2024

Nestle, expanded its culinary portfolio with high-protein products under its new Vital Pursuit brand, aimed at weight management. For instance, Vermont White Cheddar Mac & Broccoli Pasta Bowl, incorporated pea protein into the pasta while maintaining its taste and texture.

August 2024

7 Chef’s Grand Italian by Casa Della Pasta retail brand, introduced a new high-protein, low-carb ravioli pasta range at Woolworths. The new range featured two authentic ravioli flavours, Spinach and ricotta and Chicken and basil Pesto made from Australian durum wheat semolina and free-range egg, and whey protein, offering 28 grams of protein per serve.

May 2024

Eurovo made its debut at Cibus (XII Edition), the International Made in Italy Food Exhibition in Parma, Italy, showcasing its entire food service chain and the new addition to its Le Naturelle range, a drink rich in calcium and proteins, with a delicate vanilla flavour.

March 2024

The Ferrero Group entered the Italian energy bar market by acquiring the Fulfil brand in 2023. The new Fulfil protein bars, available in flavours like chocolate and hazelnut, crunchy chocolate with milk, chocolate and salted caramel, and chocolate and peanut cream, were distributed through large-scale retail, gyms, sports clubs, and pharmaceutical channels.

Preference for Vegan Products is Driving the Italy Protein Market Expansion

Changing food consumption patterns and growing health concerns are propelling the demand for vegan protein products. These products are 100% natural in origin, with no added synthetic additives that would harm or reduce product quality. The inclusion of these products in major brands' portfolios has broadened their consumer base, thereby resulting in significant revenue growth. In October 2024, Dreamfarm, an Italian startup, launched a creamy vegan ricotta cheese in Esselunga supermarkets, which operate around 180 stores across the country.

Ready-To-Go Products are Increasing the Italy Protein Market Development

With the rise of the working population, the popularity of ready-to-go protein snacks is gradually increasing. Brands are working towards the development of high-protein foods like protein bars, shakes, and ready-made protein meals that fit seamlessly into their busy schedules, conveniently meeting their nutritional needs without time and location constraints. This is increasing their overall revenue and consumer base in the market. For instance, Porto - 100 Misterios, a Portuguese company known for its José Gourmet brand, launched ProTin, a new line of high-protein tinned fish in July 2024, available for shipping to Italy.

Exotic Flavour Innovations are Creating New Opportunities in the Italy Protein Market

Industry leaders are experimenting with new and exotic flavours that boost the brand appeal of their products, attracting both young and older consumers. These flavour innovations not only enhance the overall development of the market but also allow protein supplements to be easily blended with daily meals, increasing the nutrition levels in consumers without affecting their tastes. In September 2024, Sicilian pistachio processing company 'A Ricchigia, launched a new line of protein or vegan spreads in Sicilian pistachio and almond flavours enriched with rice and hemp proteins.

Digital Advancements are Increasing Opportunities in the Italy Protein Market

Digital innovations, including the introduction of online platforms and the integration of advanced technologies like artificial intelligence (AI), big data analytics, and automation are enhancing market productivity by streamlining trade and promotion, improving consumer engagement, and optimising supply chains. Such efforts help consumers assess their specific dietary needs and consume protein products accordingly. Shiru, a protein marketplace launched the world’s first online protein marketplace and discovery platform, ProteinDiscovery.ai, in May 2024.This platform enables customers to search, discover, test, and buy proteins for food, agriculture, personal care, and advanced materials applications.

Italy Protein Market Trends

Strategic partnerships are increasingly driving growth of the market. Strategic partnerships between key protein brands have emerged as a new trend in the Italy protein market. These are enabling market players to drive their growth through the expansion of product portfolios, increasing consumer base, and operations across different locations. Moreover, such partnerships foster research and innovation purposes, leading to the development of new products that are transforming the Italy protein market. The partnership between Italian brand AC Milan and UK-based company Grenade in September 2024. The two brands aim to combine their strengths and to promote excellence and innovation in high-protein products, majorly catering to the country’s sports nutrition industry.

Italy Protein Industry Segmentation

The report titled “Italy Protein Market Report and Forecast 2025-2034” offers a detailed analysis of the market based on the following segments:

Market Breakup by Type

• Animal
• Casein and Caseinates
• Collagen
• Gelatin
• Insect Protein
• Milk Protein
• Whey Protein
• Egg Protein
• Others
• Plant
• Hemp Protein
• Pea Protein
• Rice Protein
• Soy Protein
• Wheat Protein
• Others
• Microbial
• Algae Protein
• Mycoprotein

Market Breakup by End-User

• Animal Feed
• Food and Beverages
• Personal Care and Cosmetics
• Supplements
• Baby Food and Infant Formula
• Elderly Nutrition and Medical Nutrition
• Sport/Performance Nutrition

Market Breakup by Region

• North-West
• North-East
• Central
• South

Italy Protein Market Share

Animal protein accounts for the largest market share owing to the increased production of insect and milk proteins

The rising production of dairy and insect-based protein products has increased the share of animal protein in the overall protein market. Milk or dairy protein is highly preferred by vegetarians who avoid other animal-based protein supplements such as eggs and meat in their diets. Moreover, milk protein contains all nine amino acids which makes it a complete protein source, required to improve muscle growth, repair, and overall body health further impacting the Italy protein market revenue. This is driving key brands to focus on manufacturing milk proteins, especially high-protein cheeses, and ricotta, which are staples in traditional Italian cuisine and are increasingly used as ingredients in protein-enriched products such as snacks, ready meals, and meal replacement. For instance, the Italian dairy giant Granarolo launched its new range of dairy products, from Parmigiano Reggiano PDO and mozzarella cheese to ricotta in high-protein versions at the Anuga 2023 trade show held in October 2023.

The Italy protein market opportunities are boosted as the production of insect protein has also increased due to high demand from multiple industries, which include animal feed, human nutrition, and sustainable food production. Nutrisect, Italy's cricket flour company announced that it received a green signal to use cricket flour in human food products, which until February 2024 was only allowed to be used in pet food.

Plant-based proteins are expected to grow at a CAGR of 6.1% during the forecast period. The market for plant-based proteins is being driven by the increasing popularity of rice protein, which offers multiple health benefits. They are easily digestible, hypoallergenic, and a rich source of essential amino acids, serving as an excellent choice for individuals with food sensitivities or those following vegan diets. Realising these benefits, multiple brands are including these products in their portfolios. For instance, in June 2022, Roquette, a key player in Italy’s food and pharmaceutical markets, launched its New Rice Protein range,NUTRALYS, to expand its existing NUTRALYS plant protein range. This range contains two types of rice proteins- rice protein isolate and rice protein concentrate.

Expanding Food and Beverages Industry is Fuelling the Growth of the Italy Protein Market

The expanding food and beverage industry is witnessing huge consumer demand for protein-rich products in several formats including instant meals, protein-packed snacks, and protein shakes. These products play a crucial role in meeting nutritional needs, particularly for vegetarians who may lack access to traditional protein-rich foods like meat and eggs. Industry reports suggest that as of 2023, agriculture along with the food and beverage industry accounted for nearly 39% of the entire agribusiness supply value. Of this, the industrial stage, which includes the manufacturing of protein products accounted for over 27% of the value. As the share continues to grow, the market for protein products is expected to witness a sharp surge.

Personal care and cosmetics sector is expected to grow at a CAGR of 5.6% during the forecast period. The cosmetics industry in Italy is also benefiting from the rising production of protein-based ingredients, particularly in skincare and haircare products. Proteins such as collagen, keratin, and silk are increasingly being incorporated into beauty products for their ability to improve skin elasticity, promote hair strength, and enhance overall skin hydration. According to Italy protein market analysis, the industry recorded a turnover of over EUR 15.14 billion in 2023, a year-on-year growth of 13.8%, while exports during this period exceeded the value of EUR 7.00 billion, marking a year-on-year increase of 20.2%. Further growth is estimated to meet the growing demand for protein in the cosmetics industry efficiently.

Italy Protein Market Regional Analysis

Northwest region is leading the Italy protein market share due to its growing sports industry

The northwest region of Italy is leading the protein market share, largely driven by its growing sports industry and increasing demand for sports nutrition products. North-west region is expected to grow at a CAGR of 5.4% during the forecast period. Milan is a major hub for fitness and wellness, reflected in its recent expansion of sports-based startups. For instance, Sportlab Milano, a pioneer in skin creams and gels for athletes, was established in the city in 2021. These startups have created a new demand for protein ingredients in the region, leading to new Italy protein market opportunities. Additionally, Milan is a year-round tourism hotspot, welcoming approximately 8.5 million visitors in 2023. The rising influx of tourists is also significantly contributing to the increase in the sale of flavoured protein products, especially those appealing to the international taste palates.

Additionally, the market for proteins in the northeast region is driven by its robust dairy sector and the growing milk supply. Veneto is at the forefront of this trend, producing 9% of Italy's total milk supply between January and August 2024. Furthermore, the volume of milk deliveries grew by 0.54% from 2022 to 2023.

Competitive Landscape

The Italy protein market key players are catering to the growing need for protein supplements in the human and animal nutrition industries, driven by the expanding, food and beverage, animal feed and sports sectors. They are also increasingly investing in the development of vegan and innovative flavours to align with the emerging trends in the Italy protein market.

Archer-Daniels-Midland Co.

Founded in 1902 and headquartered in Chicago, United States, ADM, is a global leader in human, pet, and animal nutrition. Its specialities include the production of food ingredients, agricultural products, sustainable materials, plant-based proteins and more.

Cargill, Inc.

Founded in 1865 and headquartered in Minnesota, United States, Cargill offers a wide range of food ingredients, and agricultural, and industrial solutions across the global supply chain. Operating in over 70 countries, the company sells its products in more than 125 markets through a network of over 1,000 locations worldwide. Cargill is supported by 5,000 brands and approximately 200 research and development centres globally.

Kerry Group Plc

Its product portfolio includes food ingredients, food products, beverages, and pharmaceutical ingredients. The company operates more than 137 production facilities across 35 countries worldwide, along with 70 research and development centres, reaching a consumer base of 1.25 billion people.

Arla Foods amba

Founded in the 1880s and headquartered in Vibe, Denmark, Arla Foods amba is the fifth-largest dairy producer. Operated as a cooperative, it is owned by over 12,500 dairy farmers across seven European countries. The company is renowned for creating high-quality dairy products made with 100% natural ingredients and no added preservatives.

Other key players in the Italy protein market report are Darling Ingredients Inc., International Flavors & Fragrances Inc., Südzucker AG, Tereos SCA, Groupe Lactalis, and Roquette Frères S.A., among others.