Italian food brands are increasingly sharing the global spotlight with fashion houses when it comes to the perceived value of “Made in Italy”. According to the research “Made in Italy in the Social Media Age”, commissioned by Pulse Advertising and conducted by Eumetra on 2,541 consumers in the US, UK, Germany, France, and China (survey conducted in August 2025), 36% of respondents say they are willing to pay more for Italian food, compared with 44% who would pay a premium for Italian fashion.
The findings suggest that food brands are now increasingly perceived alongside luxury icons. In spontaneous brand associations with Made in Italy, respondents mentioned names such as Armani, Prada, and Ferrari, as well as leading food companies including Barilla, Lavazza, and Ferrero.
CHINA AND GERMANY DELIVER THE BIGGEST SURPRISES
The most striking figure comes from China. 93% of Chinese consumers say they are willing to pay more for Italian products — including food — compared with 65–74% in Western markets. “Honestly, I didn’t expect such a high number,” said Paola Nannelli, global CEO of Pulse Advertising, in an interview with Il Sole 24 Ore. “China is almost 20–25 points above the other Western markets.”
The study measures the declared willingness to pay a premium, rather than the size of that premium. “In Germany, the overtake has already happened,” Nannelli added. “Seventy per cent of Germans would pay more for a Made in Italy product in general, and 43% would do so specifically for Italian food, surpassing sectors such as jewellery. In the US, the share stands at 40%.”
SOCIAL MEDIA AS THE MAIN GROWTH DRIVER
Social media is emerging as the main channel through which international consumers discover Italian brands and products. Respondents say social platforms helped them discover and purchase Italian goods: 91% of Chinese consumers, 64% of Americans, 58% of Germans and Britons, and 57% of French consumers.
Across global social feeds, food is the second most visible sector at 31%, behind fashion at 48%. In China, 46% of consumers say they discovered Made in Italy brands through social media.
Influencers also play a particularly strong role in the Chinese market. 58% of Chinese consumers consider influencers more effective than official brand channels (54%) in telling the Made in Italy story. 83% say they trust creators, compared with 56–57% in Western markets, while 94% say creator content influences their purchasing decisions.
According to Eumetra, consumers attribute three key roles to creators: guarantors of quality and authenticity (60% in China versus 31–46% in the West), storytellers of real Italy, and ambassadors of the Italian lifestyle. “When a creator shows verifiable origin and usage rituals, the content becomes the trust layer that justifies premium pricing,” Nannelli explained.
BARILLA LEADS FOOD BRAND RECOGNITION
When respondents were asked to name brands they associate with Made in Italy — across all sectors — Barilla emerged as the only food brand consistently appearing on the podium in every country analyzed, with particularly strong recognition in China.
Within the food segment, Lavazza ranked highly in the UK and France, followed by Ferrero. “Historically, food has been tied to traditional channels rather than digital ones,” Nannelli noted. “This data opens enormous opportunities for companies that invest in social media.”
PREMIUM PRICING MUST NOW BE EARNED
Globally, consumers interpret the “Italy concept” through three main lenses: style and elegance (29–38%), traditional craftsmanship (15–31%), and quality assurance (15–27%).
Visually, the elements most quickly associated with Italy are scenes of conviviality and good food (28–36%) and craftsmanship details (12–44%), with the highest figures recorded in China. “Premium pricing is no longer an automatic legacy of Made in Italy: it must be earned where consumers make purchasing decisions, and today that place is social media,” Nannelli said.