At Sigep, AIBI presents a preview of the Cerved market research on the baking industry. Artisanal products remain the top choice for Italians, who favor large loaves and local ingredients. Pizza, focaccia, and pastries are growing in both volume and turnover. The hybrid format is the winner: the modern bakery has become a social hub and a local landmark, active from breakfast to the evening aperitif.
Bread remains central, while pizza and pastries are on the rise. Artisans are becoming increasingly aware of their role—not only in the market but within their communities. The bakery world is increasingly blending artisanal skill with innovation, a combination essential for meeting the demands of sophisticated consumers seeking new sensory experiences. This is the snapshot of a sector in constant evolution captured by the Cerved research preview, presented in Rimini during Sigep World by AIBI (the Italian Bakery Ingredients Association), which represents the ingredient industry for bread, pizza, and pastries within ASSITOL.
Consumer trends: health, tradition, and value
The preview focused on the main consumption trends for Italians in 2025. “Today’s consumer seeks convenience, well-being, service, and tradition,” highlighted Maria Maltese, the researcher behind the study. “Tradition remains dominant, but innovation is driving the demand for practical, service-oriented products.”
In an aging society, there is a strong focus on health, local ingredients, and gastronomic heritage. Due to an uncertain economic climate and weakened purchasing power, Italians are highly cost-conscious and are only willing to pay a premium for superior quality—products that offer a “plus” in terms of taste and sustainability.
The Artisan Renaissance: quality over quantity
The number of bakeries in Italy remains stable, currently just over 18,000 units. Small chains and structured laboratories are growing, fueled by a younger and more diverse workforce. The artisanal product remains the most loved by Italians; buyers seek freshness, uniqueness, quality, and products that celebrate the local territory.
There is a marked preference for large loaf sizes due to their ease of use and shelf life, as well as local ingredients. Highly sought-after varieties include durum wheat bread, seeded breads (flax, pumpkin, sunflower), high-fiber options, ancient grains, and specialty flours (buckwheat, rye). Increasingly, the “short supply chain” is the preferred choice of young bakers, who collaborate with local producers to offer bread deeply rooted in the region. Sustainability is also a major driver: bakers are paying close attention to waste reduction, recyclable packaging, and “zero-km” sourcing.
In 2025, 1,382,000 tons of bread were produced, accounting for 40% of turnover and 62.5% of production volumes. However, pizza, focaccia, and pastries are growing, now representing 60% of a baker’s income. Specifically, pastries saw an average annual volume increase of 5% between 2023 and 2025.
