The Italian frozen food sector continues to cement its role in domestic culinary habits, with 2024 marking another year of growth for the retail segment, according to preliminary consumption data released by IIAS – Istituto Italiano Alimenti Surgelati in conjunction with Frozen Food Day (March 6).
The figures confirm the enduring appeal of frozen products among Italian households, driven by a combination of convenience, quality, and economic value. Retail consumption of frozen foods in Italy reached 652,643 tons in 2024, up from 645,000 tons in 2023—a 1.3% increase in volume. These figures, which represent two-thirds of the country’s total frozen food consumption, reinforce a broader trend that gained momentum during the pandemic and has since stabilized at historically high levels.
Italians, having embraced frozen products during the health crisis for their reliability and practicality, have continued to integrate them into daily life, increasingly recognizing their nutritional integrity and cost-effectiveness. “The rise seen in the retail channel this year confirms the ongoing appreciation of frozen food’s intrinsic qualities: convenience, availability, variety, anti-waste potential, flavor, nutritional value, and affordability,” said Giorgio Donegani, President of IIAS.
“Frozen products are arguably the ultimate anti-waste solution, and consumers are increasingly aware of this.” Among the top-performing product categories in 2024 were frozen vegetables, which maintained their position at the top of the leaderboard with 220,497 tons consumed, a 2.2% increase from the previous year. This growth reflects an ongoing shift toward more health-conscious and plant-based eating patterns among Italian consumers, many of whom view frozen vegetables as a nutritious and reliable staple.
Frozen potatoes followed with 107,207 tons sold, a slight dip of 3.1% compared to the previous year’s high. Despite the decline, this figure still represents a remarkable 31.7% increase from 2019 levels, indicating the long-term resilience of this category. In third place were frozen fish products, both natural and breaded, which saw a 3.9% rise to 95,955 tons. Their popularity continues to grow, supported by their perceived safety, nutritional value, ease of preparation, and transparency in labeling—a key factor for consumers seeking trust in food sourcing and quality.
Frozen pizza, the stand-out performer
The standout growth story of 2024 came from frozen pizza, which posted a 3.7% increase over 2023, totaling 65,688 tons. This surge underscores the product’s strong value proposition. According to a recent survey by AstraRicerche for IIAS, frozen pizza is significantly more affordable than delivery options, with the average cost of a delivered pizza exceeding EUR7—more than twice the price of its frozen counterpart.
Prepared meals and savory specialties also performed well, growing by 0.5% and 2.4% respectively. The segment logged consumption of 66,306 tons for ready meals and 31,367 tons for savory items. These products have found favor with time-pressed families looking for flavorful, nutritionally balanced options that require minimal preparation without sacrificing culinary appeal.
“AstraRicerche’s findings show that nearly four in ten Italians have increased their frozen food purchases over the past five years, with 99% identifying as consumers and more than half serving these products regularly,” said Donegani. “Further research comparing the value-for-money of five frozen products with their fresh counterparts found that in four out of five cases, frozen options offer savings. Beyond economics, there’s a rising perception of superior taste, freshness, and consistency. For nearly two-thirds of respondents, frozen products now surpass fresh in these dimensions. It’s a testament to the commitment by producers to meet consumers’ evolving expectations around wellness, taste, and value.”
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