China’s 93% Premium Passion Sets New Benchmark (Image Credits: Pixabay)
Italian culinary exports now command premium prices comparable to the nation’s iconic fashion labels, as global consumers embrace the allure of “Made in Italy” across categories.[1]
China’s 93% Premium Passion Sets New Benchmark
Chinese buyers showed overwhelming enthusiasm in a recent survey, with 93% expressing readiness to pay more for Italian goods, encompassing food products. This figure outpaced Western markets by 20 to 25 percentage points. Germany followed closely, where 43% favored higher prices for Italian food over even jewelry. In the United States, 40% shared similar sentiments.
Overall, 36% of respondents across five key markets indicated willingness to invest extra in Italian food, trailing slightly behind the 44% for fashion. The study, titled “Made in Italy in the Social Media Age,” surveyed 2,541 consumers in the US, UK, Germany, France, and China during August 2025.[1]
| Country | % Willing to Pay More for Italian Food |
|---|---|
| China | 93% (products incl. food) |
| Germany | 43% |
| US | 40% |
| Global Average | 36% |
Social Platforms Propel Brand Discovery
Social media emerged as the dominant avenue for uncovering Italian products internationally. As many as 91% of Chinese users credited platforms for their discoveries, compared to 64% in the US and 58% in Germany and the UK. French consumers aligned closely at 57%.
Food ranked second in social visibility at 31%, just behind fashion’s 48%. Influencers held particular sway in China, where 58% deemed them more effective than official brand accounts. Trust in creators reached 83% there, versus 56-57% elsewhere, with 94% reporting purchase influences from such content.[1]
Barilla Tops Food Recognition Globally
Spontaneous associations with “Made in Italy” blended fashion heavyweights like Armani, Prada, and Ferrari with food leaders. Barilla stood out as the sole food brand consistently ranking high across all surveyed nations, especially in China.
- Barilla: Top food pick in every market
- Lavazza: Strong in UK and France
- Ferrero: Notable follower
- Fashion: Armani, Prada, Ferrari dominate overall
Paola Nannelli, global CEO of Pulse Advertising, which commissioned the Eumetra study, highlighted untapped digital potential. “Historically, food has been tied to traditional channels rather than digital ones,” she stated. “This data opens enormous opportunities for companies that invest in social media.”[1]
Quality and Lifestyle Drive Consumer Choices
Consumers viewed “Made in Italy” through style and elegance (29-38%), traditional craftsmanship (15-31%), and quality assurance (15-27%). Visual cues like convivial food scenes (28-36%) and artisanal details (12-44%) resonated most, particularly in China.
Nannelli emphasized evolving dynamics. “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.”[1]
- 36% globally willing to pay premium for Italian food, nearing fashion’s 44%.
- Social media drives discovery, with influencers key in China.
- Barilla leads food brands; invest digitally to sustain prestige.
These insights signal a pivotal shift, positioning Italian food firms to leverage digital storytelling for sustained global appeal. What strategies should brands adopt next? Share your thoughts in the comments.[1]
