Sweet biscuits, waffles and wafers market in Italy

Earlier Report Observations

From 2018 to 2022, the Italian sweet biscuits market experienced notable fluctuations in volume. In 2018, the market was supported by strong competition and product innovation, with leaders like Mulino Bianco investing in new offerings. The following year, volume dipped to 541.2 thousand tons, but market value rose to $1.70 billion as consumer preference shifted toward premium, health-oriented products such as gluten-free and organic biscuits. A rebound occurred in 2020, with volume climbing to 615.3 thousand tons, driven by increased European demand for sweet biscuits as a healthier snack option. However, in 2021 volume contracted sharply to 463.9 thousand tons, coinciding with heightened consumer awareness of natural ingredients and sugar reduction. The market recovered strongly in 2022, reaching 634.8 thousand tons, fueled by the expansion of lactose-free, vegan, and organic varieties, alongside growing segments like whole-grain and fruit-filled biscuits.

Beyond 2022, industry dynamics continued to evolve. In 2023, Lindt entered the Italian wafer market, intensifying competition, while Barilla pursued legal actions to protect its Mulino Bianco brand from imitators. Italian exports of sweet biscuits rose steadily, reaching 223.9 thousand tons in 2023. By 2024, Barilla responded to competitive pressure by cutting prices by 7-13%, and exports grew further to 255.8 thousand tons, supported by an 11.2% increase in quantity. Consumer trends favored single-serve and on-the-go snacks, influenced by public health campaigns and WHO guidelines that encouraged reformulation with natural ingredients and less sugar.

Production sweet biscuits, waffles and wafers in Italy

In value, 2017-2020, M $ US

In 2019, Italy's sweet biscuits, waffles and wafers production reached its peak value at 2 201 million US dollars. This was followed by a slight decline of 1.0% in 2020, bringing the output value down to 2 178 million US dollars. The lowest value in this period was recorded in 2018 at 2 033 million US dollars. The most significant year-over-year increase occurred in 2019 with an 8.3% rise, while the largest decrease was seen in 2018 with a 7.2% drop.

Annual dynamics of production in Italy in value, 2017-2020, M $ US

In kind, 2017-2020, K t

Italy's production of sweet biscuits, waffles and wafers in 2020 totaled 705.6 thousand tonnes, representing a 15.3% increase compared to 2019. Over the period from 2017 to 2020, production grew by 15.4%, which translates to an average annual growth rate of 4.9%. The most notable decline during this timeframe was recorded in 2019 with a 7.1% decrease.

Annual dynamics of production in Italy in kind, 2017-2020, K t

Exports sweet biscuits, waffles and wafers from Italy

Exports in kind, K t

Italy's exports of sweet biscuits, waffles and wafers have been growing for three consecutive years. In 2020, exports reached 169.7 thousand tonnes, marking a 6.9% increase compared to the previous year. From 2017 to 2020, exports expanded by 21.2%, corresponding to an average annual growth rate of 6.6%.

Annual dynamics of product's exports from Italy in kind, 2017-2020, K t

Between 2017 and 2020, Italy supplied sweet biscuits, waffles and wafers to a diverse range of international markets. Even the three largest destinations – Germany, France, and the United States – collectively accounted for just 29.3% of total export volume, indicating a broad distribution across many countries.

Structure of product's exports in kind by countries, 2017-2020

World map of product's exports from Italy in kind, 2017-2020

Exports in value, M $ US

Italy's sweet biscuits, waffles and wafers exports have increased for the third year in a row. In 2020, export value reached 871.3 million US dollars, up 6.6% from the previous year. Over the 2017-2020 period, export value grew by 34.2%, equivalent to an average annual growth rate of 10.3%.

Annual dynamics of product's exports from Italy in value, 2017-2020, M $ US

From 2017 to 2020, Italy's export market for sweet biscuits, waffles and wafers in value terms was highly diversified. The top three destinations – France (13.3% of export value), Saudi Arabia (9.3%), and Germany (8.5%) – together represented only 31.0% of total export value, with the remaining 69.0% distributed across numerous other countries.

Structure of product's exports in value by countries, 2017-2020

World map of product's exports from Italy in value, 2017-2020

Imports sweet biscuits, waffles and wafers to Italy

Imports in kind, K t

Italy's imports of sweet biscuits, waffles and wafers in 2020 amounted to 79.4 thousand tonnes, reflecting a 9.8% decrease from 2019. Between 2017 and 2020, imports declined by 19.7%, which corresponds to an average annual decrease of 7.0%. The most significant drop occurred in 2018 with a 16.6% reduction, while the largest increase was recorded in 2019 with a 6.7% rise.

Annual dynamics of product's imports to Italy in kind, 2017-2020, K t

During the 2017-2020 period, Austria (28.7% of import volume), Germany (21.3%), and France (13.2%) were the primary sources of sweet biscuits, waffles and wafers for Italy. Together, these three countries accounted for 63.2% of total import volume.

Structure of product's imports in kind by countries, 2017-2020

World map of product's imports to Italy in kind, 2017-2020

Imports in value, M $ US

Italy's imports of sweet biscuits, waffles and wafers declined for the second consecutive year. In 2020, import value stood at 309.4 million US dollars, down 2.9% from the previous year. Over the 2017-2020 period, imports decreased by 3.3%, equivalent to an average annual decline of 1.1%. The highest import value was recorded in 2018 at 320.9 million US dollars, which also saw the largest increase of 0.3%.

Annual dynamics of product's imports to Italy in value, 2017-2020, M $ US

From 2017 to 2020, Austria (31.2% of import value), Germany (18.5%), and France (15.7%) were Italy's main suppliers of sweet biscuits, waffles and wafers. These three countries together represented 65.4% of total import value during this period.

Structure of product's imports in value by countries, 2017-2020

World map of product's imports to Italy in value, 2017-2020