Dried fruit grows through new consumption opportunities

The Italian market for nuts is approaching 1,5 billion euros, driven by the boom in seeds, the performance of discount stores and the seasonal adjustment of demand.

The market for nuts, dried, dehydrated and coated fruit, and seeds, in the year ending 23 August 2026, achieved sales in the Italian market (NIQ data, Total Italy, Hypermarkets + Supermarkets + Self-service stores + Discount stores) of over 1,5 billion euros, recording value growth of 9,9%, accompanied by positive trends in volume as well (+6,3%, reaching almost 121,5 million kg) and packs (+6,6%). “The performance,” comments Elena Pezzotti of NIQ, “developed in a context of an increase in the average price per kg (+3,4%) and an expansion of the range, which reaches an average of 65 products per outlet (+5,4%). There is also greater use of promotional activities, with promotional intensity by volume amounting to 17,6% (+0,5%).”

Geographical areas and distribution channels

Growth is recorded across all geographical areas, with particularly strong performance in Southern Italy (Area 6,8%), which records the highest growth rate both in value (+1%) and in volume (+13,4%). The area also shows the strongest range expansion (+10%) and the largest increase in promotional pressure (+2,5%), confirming the category’s high dynamism. Areas +4,7% and 3 also show sustained growth, respectively amounting to +8,2% and +11,6% in value and +5,1% and +8% in volume, while Area 1 maintains a positive but more moderate trend (+7,8% in value and +4,2% in volume). Modern distribution, which accounts for approximately 70% of the category’s turnover, grows by 8,5% in value, supported by an increase in average prices (+4%) and an expansion of the range (+5,5%), despite a slight reduction in promotional pressure (-0,5%). “Within the channel,” Elena Pezzotti continues, “supermarkets confirm their position as the main driver of growth, accounting for almost 40% of market sales and recording an increase of 9,3% in value. This performance is accompanied by an expansion in the average number of selling products (+5,1%) and an increase in the average price per kg (+4,4%). Hypermarkets also show significant growth (+7,7% in value), supported by an increase in the average price (+3,3%) and range expansion, while self-service stores confirm the category’s positive trend with a further increase, also supported by growth in the products available and average prices.” Discount stores are particularly dynamic, reaching a value share of 30,6%. The channel records the highest growth among store formats, accompanied by a significant increase in promotional intensity and an expansion of the range.

Segment performance

Nuts without shells remain the market’s leading segment, accounting for almost 60% of total sales and recording value growth of 10%, accompanied by positive trends in volume as well (+5,8%) and packs (+5,2%). The performance developed in a context characterised by an increase in the average price per kg (+4%), greater promotional pressure (+0,3%) and an expansion of the range (+3,9%). Within the segment, walnuts (+15,1%), almonds (+16,6%) and other single-product items (+13,4%) stand out in particular, simultaneously increasing their market share and selling products. The performance of peanuts is more limited, however, remaining essentially stable (+0,6%), while hazelnuts show a contraction in volumes (-26,4%) associated with a sharp increase in average prices (+25,4%) and a significant reduction in the range (-12,9%). The category of dried, dehydrated and coated fruit, on the other hand, records value growth of 10,1%, supported by an increase in volumes (+7,6%) and packs (+9,1%). “The trend is accompanied by growth in the range (+7,4%), the highest among the category’s main segments. Within the segment,” analyses Elena Pezzotti of NIQ, “dehydrated fruit stands out, growing by 23,5%, supported both by range expansion (+11,4%) and by the increase in average prices (+9,2%). The performance of coated and praline-coated fruit is also positive (+17,9%), while the largest component, dried fruit, maintains more moderate growth rates (+6%).” Nuts with shells record growth of 5,3% in value, below the category average but positive across all sales metrics. The segment benefits from an increase in average prices (+3%) and stronger promotional intensity (+2,2%), accompanied by a slight expansion of the range (+2,8%). The main drivers of the segment are pistachios (+9,6%) and walnuts (+7,8%), which together account for more than 75% of the segment’s turnover. Peanuts, hazelnuts and mixed products, on the other hand, are declining, recording decreases both in value and in volume. Seeds confirm their position as the most dynamic segment in the entire market, reaching a value share of 6,3%, up by almost one point compared with the previous year. The segment records value growth of +22,9%, supported by double-digit growth in volumes (+20,3%) and packs (+18,9%), as well as by an expansion of the range (+7,7%). “The contribution of chia seeds is decisive,” concludes Elena Pezzotti, “recording growth of 57,4%, accompanied by an increase in selling products (+9,9%) and promotional pressure (+2,1%). The performance of pumpkin seeds (+23,2%), mixed seeds (+17,8%) and sunflower seeds (+9,8%) is also positive, helping to further strengthen the segment’s weight within the market.”

Read more about DM Magazine October 2026

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.