Italy’s canned tuna sector proved resilient in 2024, maintaining its status as a cornerstone of the national food industry despite persistent inflationary pressures. Retail sales volumes declined 4% year-on-year, yet unit sales fell by just 0.6%, signalling strong underlying demand. Italy remains Europe’s second-largest producer and consumer of canned fish, behind Spain, a country widely seen as a global benchmark for the industry.
SUSTAINABILITY AND CONVENIENCE KEY DRIVERS
Canned tuna consumption remains firmly entrenched in Italian households. According to research by AstraRicerche and Ancit (the Italian Association of Fish Canning Industries), nearly 60% of Italians consume it at least once a week, and over a third (34.8%) report increased consumption in the past two to three years.
The product’s enduring appeal reflects shifting consumer preferences: 35.1% cite its ready-to-eat convenience, 26.1% value its waste-reducing characteristics, 25.9% see it as a viable alternative to fresh fish, and 21.3% appreciate its high protein content, especially appealing to health-conscious and athletic consumers.
The broader Italian food sector contracted 1% in volume terms this year, according to Istat, due to inflation and a decline in household purchasing power. However, the canned tuna category showed signs of stabilization following a steeper 3.9% drop in 2023.
Per capita consumption stood at 2.36 kg in 2024. Domestic production declined 2.2% to 72,000 tonnes. With imports steady at 98,000 tonnes and exports rising sharply, the volume of canned tuna available to the Italian market fell 2.66% to approximately 140,000 tonnes.
EXPORTS PROVIDE A BUFFER AGAINST DOMESTIC WEAKNESS
Exports were a key growth lever in 2024. Including out-of-home sales—estimated to account for 6% of total value—the Italian canned tuna market reached €1.65 billion, up 1.5% year-on-year, according to Ancit analysis of Circana data.
Export volumes rose 9.6% to 30,600 tonnes, with demand driven by European markets such as Germany, Greece, Croatia, Romania, Slovenia, Poland, Hungary, and Austria. Non-EU destinations are also expanding, led by Switzerland, Canada (aided by the CETA trade deal), and Saudi Arabia—all of which imported more than 1,000 tonnes. Other promising growth markets include Israel, Serbia, the US, China, and the UAE.
INDUSTRY CONFIDENCE REMAINS STRONG
“The data confirm that consumers continue to value canned fish,” said Giovanni Battista Valsecchi, president of Ancit. “Canned tuna retains key advantages—convenience, sustainability, nutritional value—that reinforce its role in the modern diet.”