Over the past years, along with Europe, Italy has witnessed a high demand for natural food additives as food companies shift away from synthetic ingredients and consumers look for products with natural ingredients. Many food additives/flavors are from developing countries, thereby providing strong opportunities for exporters. Italian consumers are willing to pay more for high-quality and healthy products, while demand for organic food and drink is increasing in the country. On the other hand, multinational companies have developed organic lines to complement their conventional product lines.

Italy has a strong tradition for bakery products and confectionery that has led to the creation of different types of baked goods, both sweet and savory. This segment has facilitated the demand for flavor and enhancers, mostly naturals. On the other hand, an increasing working women population has led to a high demand for processed food which the food manufacturers need to cater to using a combination of different flavors and enhancers. Consumption of low fat, low salt, and low carbohydrate foods are also key drivers to increase the consumption of flavors and enhancers. As flavors are region and country-specific, manufacturers are constantly innovating to hold a larger share of the pie in the market.