Organic food sales in Italy were worth over €1 billion in 2016, accounting for 3% of total food sales.

The data was presented during the Marca conference in Bologna by the ADM (Association of Modern Distribution) and Assobio (the National Association of Organic Food Producers).

The segment has seen double digit growth since 2010, with peaks of 19% in 2015 and 2016. The trend in the last two years has doubled compared to the average growth during the period 2010-2014.

About 45% of sales in value terms are generated by private label.

The top 10 categories for sales in value (accounting for just under 50% of the total) in 2016 grew by between 5% and 22%.

Organic accounts for 54% of whole wheat pasta; 32% of milk replacement drinks; 20% of dry vegetables and cereals; 30% of jams; 14% of eggs; 10% of low-fat yogurt; and 9% of flours.

Last year, 74% of Italian households purchased at least one organic product (+1.2 million compared to 2015), with millennials and the 30-44 years age group above the national average. Of these, 68% are frequent users.

Over a quarter of consumers said they bought organic products because they are healthier, 20% purchased them because they are more environmentally friendly, and 14% of shoppers believed organic products are more controlled. Thirteen percent of consumers buy organic because they perceive it as 'better', while 10% do so because they do not trust conventional products.

In December, Assobio predicted that 2016 would see a growth of 20% for the organic market in Italy.