Executive Summary

Apr 2018
Positive outlook for fast food

Fast food sales are expected to continue to increase over the forecast period in both value and transaction terms, with Italian consumers spending more in this area. Diversification and innovation will remain key to success in what is a very competitive area.

Chained fast food players performing better

Chained fast food operators are expected to continue to perform better than independent players over the coming years, with the former benefiting from a more entrepreneurial spirit and stronger and more structured overall organisation. While independent fast food players are closing outlets, chained operators continue to open more establishments.

Innovation and new cuisines

Italian consumers are changing their attitude towards dinner, which is now considered a good occasion to try new foods and innovate and experiment with new dishes to replicate at home. Therefore, consumers in fast food are increasingly looking for added value that can make the difference.

Strong impact of health and wellness trend

The health and wellness trend is expected to continue to strongly impact fast food. For example, leading international chain McDonald’s, despite focusing on burgers and providing a global standardised offer, is now also offering salads and fruit, as well as a section on “nutrition” in its website.

Expansion of franchising model

It is expected that, over the forecast period, there will be an increase in the number of fast food players operating in franchising, especially considering the strong sense of globalisation pervading the area. In addition, the development of Italian franchising abroad could be an opportunity for players to export Italian food, which is renowned abroad.

Not only burgers

Ethnic fast food is on the rise considering that a larger number of consumers appreciate new tastes and cuisines and are looking forward to experimenting with innovative foods and dishes. For example, 100 Montaditos Italia, specialising in traditional Spanish cuisine, won the “Insegna dell’Anno Italia 2017/2018” (signboard of the year) prize.

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Discover the latest market trends and uncover sources of future market growth for the Fast Food industry in Italy with research from Euromonitor's team of in-country analysts.

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If you're in the Fast Food industry in Italy, our research will save you time and money while empowering you to make informed, profitable decisions.

The Fast Food in Italy market research report includes:

  • Analysis of key supply-side and demand trends
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Fast Food in Italy?
  • What are the major brands in Italy?
  • Which type of fast food (burger fast food, chicken fast food, Asian fast food etc.) is expecting the greatest level of growth over the next five years?
  • Do Fast Casual restaurants have a presence in Italy?
  • What are fast food chains doing to attract consumers during non-traditional day-parts?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Foodservice market research database.