In Italy, breakfast is more than a meal: it’s a daily ritual, a cultural touchstone, and a moment of connection. That’s exactly why it represents one of the most promising market opportunities for the plant-based food sector. As consumption of animal-based products like milk and butter continues to decline, plant-based alternatives are steadily gaining ground—on supermarket shelves, in cafés, and throughout artisanal bakeries.
Consider this: according to Italia a Tavola, sales of plant-based beverages in Italy grew by 8.2% in volume and 7.5% in value in the latest reporting year, with nearly 200 million liters consumed and over 12 million regular consumers. The Good Food Institute Europe adds that plant-based drinks now account for 7.4% of the total milk market. A cultural shift is clearly underway—beginning with breakfast.
Why breakfast is a strategic market segment
The numbers speak for themselves. According to GFI Europe’s 2024 report:
- Retail sales of plant-based products in Italy reached €641 million in 2023—an 8% increase over 2022, despite inflation.
- Breakfast plays a key role in this growth, driven by plant-based milk alternatives, yogurts, cookies, and spreads.
- Plant-based milk alternatives alone generated over €310 million in Italy, with standout growth for oat milk (+15%) and soy milk (+8%).
- Plant-based yogurt sales rose 8% across Europe in 2022, and in Italy the market grew from €52 million to €57 million between 2021 and 2023 (Statista).
And it’s not just vegans driving the shift: 63.8% of Italians have breakfast at cafés, and increasing numbers are asking for oat milk cappuccinos, vegan croissants, and animal-free cookies. These consumers include flexitarians, lactose-intolerant individuals, health-conscious buyers, and environmentally aware young people.
Made in Italy goes vegan: a competitive edge
The plant-based breakfast segment is a natural fit for Italy’s renowned know-how—from pastries and cookies to plant-based milk, yogurts, and spreads, these products have the potential to become global ambassadors of Italian quality. The secret? Innovating within tradition—leveraging local ingredients like Avola almonds, Italian rice, and Piedmont IGP hazelnuts—while embracing modern formulations and reliable certifications such as VEGANOK.
Reimagining classic breakfast staples in a plant-based version—without sacrificing flavor or indulgence—can help Italian companies position themselves distinctly, even in foreign markets, where the charm of the Italian breakfast still holds strong appeal.
Case studies: brands already embracing the opportunity
Grisbì Vegan – Delicacies become ethical
In 2023, Vicenzi Group launched Grisbì Vegan with a rich gianduja filling, certified by VEGANOK. This 100% plant-based take on the iconic filled cookie won over a new demographic: vegans, people with food intolerances, and lovers of delicious flavor. The product combined clean-label ingredients, eco-friendly packaging, and inclusive marketing based on inclusivity—pleasure with no compromises, for everyone.
Lizzi – Vegan croissants and muffins for the hospitality industry
A trailblazer in out-of-home breakfast, the historic Veneto-based brand Lizzi created a VEGANOK-certified line of croissants and muffins for cafés and hotels. Available plain or filled, these products are soft, fragrant, and free from animal ingredients. Their success lies in their artisanal quality and light, inclusive recipes—meeting real demand from businesses that want to offer vegan options without giving up the joy of an Italian breakfast.
Fiorentini – Functional cereals and alternative rice cakes
Turin-based Fiorentini Alimentari, known for health-oriented foods, has carved out a strong presence in the breakfast segment with its VEGANOK-certified rice cakes, cereals, and protein snacks. Perfect for light yet complete morning meals, the brand’s focus on sustainable packaging, organic supply chain, and palm oil-free recipes has earned it a loyal following among health-conscious and ethically minded consumers.
The Nutella case: when the market speaks, giants listen
In September 2024, Ferrero launched Nutella Plant-Based—a dairy-free version of Italy’s beloved chocolate-hazelnut spread. The new formula replaces skim milk with chickpea flour and rice syrup. While not VEGANOK-certified, the move sends a clear signal: even industry giants are investing in vegan alternatives.
Ferrero aims to reinforce its leadership in the sweet breakfast category by appealing to flexitarians, lactose-intolerant individuals, and increasingly eco-conscious consumers. It’s a powerful market signal: plant-based is no longer optional—it’s essential for staying competitive.
A high-frequency meal, a high-impact opportunity
Breakfast is a high-frequency occasion: it happens daily and often outside the home. This makes it a strategic driver for spreading plant-based consumption. Thanks to the repetitive nature of breakfast routines, a successful product can quickly become a lasting habit.
For Italian companies, the opportunity is twofold:
- Expand their breakfast ranges with certified vegan products and communicate them transparently.
- Invest in storytelling and lifestyle branding to promote the charm of the Italian breakfast—in a plant-based version.
The future starts every morning
Plant-based breakfast isn’t just a trend—it’s a new normal, taking root in the tastes and habits of Italians. Sales figures confirm it, product innovation supports it, and consumer choices are accelerating it.
For the Italian agri-food sector, this is the perfect arena to showcase excellence, sustainability, and flavor. Companies that recognize this as a structural shift—not a passing fad—will gain a real and lasting competitive advantage. Because in the end, every transformation begins with one simple act: breakfast.
Read also: Plant-Based Proteins on the Rise: Pea Protein Leading the Market
