For consumers, seasonings are more than just a condiment

The seasonings market is seeing products transform into defining elements of the culinary experience. Hence consumers’ desire to learn about their origins, the supply chain and how they are used in their countries of origin.

The sector, in the year ending 22 February 2026, recorded an overall positive performance. Across Italy, turnover exceeded 494 million euros, up by approximately 1,3% on the previous year. Volumes remained substantially stable, reaching 177,6 million kilograms (‐0,1%), while value was supported almost entirely by the increase in the average price, which rose to 2,79 euros, an increase of 1,3%. This is therefore a market that is holding up, but more as a result of pricing than of any real expansion in the quantities sold. “Promotional intensity is increasing – observes Matteo Diaferio of NIQ –, despite seasonings being a category characterised by low promotional activity. The share of promotional sales rose to 8,6% by volume and 9,6% by packs, with increases of +0,8 and +0,5 points respectively compared with the previous year. At the same time, the range continues to expand: the average number of references per point of sale reached 52,9, up by more than 1,2%”.

Geographical areas and distribution channels

From a geographical perspective, Area -1,6% confirms its position as the most dynamic, driving the sector with value growth of -3,4%, bringing turnover to almost +0,5% million euros, while also showing stable signs in terms of volumes (-0,6%). Area 3, with turnover of 115 million euros, recorded value growth of 2,1%, while volumes posted the sharpest contraction (-0,5%), partly due to the increase in the average price per pack, at +1,6%. Area 2, the second-largest area in terms of turnover (199 million euros), showed the most favourable volume growth (+0,5%), thanks to promotional intensity of 13%, among the highest in the sector. In contrast, Area 1—the core of the category—with turnover of 166 million euros, recorded a decline in turnover of 0,8% and a contraction in volumes of 0,3%, making it the most mature and pressured area. Looking at the channels, the central role of modern distribution was confirmed, accounting for approximately 80% of market value, with almost 400 million euros and 126,4 million kilograms sold. Overall, the channel grew by 1,5% in value, with volumes virtually unchanged (+0,2%). Specifically, hypermarkets and supermarkets showed the strongest performance, with growth of around 2% and a positive contribution in terms of volumes as well. “In particular – says Matteo Diaferio –, it is the hypermarket that is driving volume growth: with a trend of +1,6%, it is emerging as the key channel for the category, thanks above all to an increasingly extensive range (+1,6% references per point of sale). The picture is more critical, however, for proximity channels: self-service stores are declining both in value and volume, while the discount channel is showing weak performance, with turnover holding up but volumes falling.”

Segment performance

Across Italy, the herbs and spices segment remains the main driver of seasonings, with total turnover of almost 223 million euros and 4,7 million kilograms sold, growing both in value (+4,3%) and volume (+3,4%) and further strengthening its share of the total market. “Within the segment – continues Matteo Diaferio – herbs (56,4 million in turnover; 39 million packs) and pepper (40 million euros; 22 million packs) are the two main subsegments, with positive growth trends in packs, supported by an expanding range and rising average prices. In particular, pepper recorded the most significant price increase, at 1,82 euros (+2,3%). Cinnamon is the spice with the strongest growth trend: despite its smaller size (almost 11 million euros in turnover; 6,8 million packs), it is the only one to achieve double-digit volume growth (+18,8%). Saffron’s performance is interesting (40,5 million euros; almost 16 million packs), characterised by a premium price (2,55 euros per pack), but in the last year it recorded a decline in its price point (-2,2%), partly due to increasing promotional activity (+2,8%)”. Nutmeg (5,5 million euros; 3,5 million packs), on the other hand, recorded a decline in terms of packs sold (-3,8%), also due to an increase in the average price per pack (+1,5%).
The dynamics of stock cubes and gelatine are more complex; overall, they showed a decline in value of 1,5%, with turnover standing at 193 million euros, against rising volumes (45 million kg; +2,2%). Within it, the market’s leading subsegment, liquid stock (59,2 million euros in turnover; 32,6 million litres), was the only one to record positive trends (+1% in value and +4,1% in volume), meeting demand for convenience and a high level of service. Here too, promotional activity played a fundamental role: this was the subsegment with the highest promotional intensity, reaching 28% of packs sold on promotion. By contrast, stock cubes (88,8 million in turnover; 9,2 million kilograms) and soluble/granular stock (29,8 million euros; 2,2 million kilograms) declined both in value and volume. Gelatine, finally, remains a marginal and essentially stable subsegment. The salt segment, on the other hand, confirms its more mature profile, with 76,9 million euros in turnover and 126,8 million kilograms sold. Across Italy, value grew only marginally (+0,4%), while volumes declined by 0,9%. Behind this apparent stability, however, lies strong polarisation: “Fine salt and coarse salt, the subsegments that account for more than 80% of category turnover, show flat or negative trends – points out Matteo Diaferio –, while speciality salt stands out as one of the most dynamic in the entire sector, with growth of 3,3% in value and 1,2% in volume. Dietary salt, too, although remaining limited in size, shows signs of recovery (+1% in value and +2,1% in volume). The final two subsegments of the sector, culinary solutions and herb seasonings, are more marginal: both show strong signs of backwardness, with volume trends of -8,6% and -24,8% respectively.

Read more about DM Magazine May 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.