Authentic Italian grocery products—Parmigiano- Reggiano, extra-virgin olive oil, Prosciutto di Parma, balsamic vinegar—aren’t just luxury imports anymore. They’re high-growth drivers for American grocery retailers, especially in private label programs that compete on trust, quality, and storytelling. Despite tariffs and supply chain turbulence, Italian suppliers are finding ways to keep their products on U.S. shelves—and in shoppers’ carts.

A Booming Appetite for Real Italian

American consumers increasingly seek authenticity, quality, and provenance. This trend is reflected in robust import numbers: As reported in Italianfood.net, in the first eleven months of 2024 alone, U.S. imports of Italian food and beverage products hit $7.8 billion, marking a 17.4 percent year-over-year increase. Earlier in 2025, exports of Italian agri-food to the U.S. jumped 11 percent in the first two months of the year—even while overall Italian exports fell 3 percent.

February 2025, in particular, saw a 14 percent surge in food exports to the U.S., a spike partly attributed to importers stockpiling ahead of rumored tariffs (1,2). Among standout performers, Grana Padano PDO cheese grew 11 percent in early 2025—nearly double the food export average.

Authenticity as a Differentiator— and a Shield

Consumers don’t just want “Italian-inspired”; they increasingly value true Italian origin. That matters especially in the face of the booming—but deceptive— phenomenon of “Italian Sounding” products. In the U.S., the market for these imitations—brands that evoke Italy in name, packaging, or imagery but are not Italian—is estimated to exceed €3 billion, with 99 percent of “Italian-style” cheeses being fakes.

Retailers with strong private label programs can use authenticity to stand out. Highlighting origin, certification (e.g., DOCG, DOC, DOP, IGT and IGP), and supplier storytelling can convert label shoppers into the “higher-value” segment. And that segment is growing: U.S. specialty food sales—built on heritage, traceability, and uniqueness as key attributes—have grown from $88 billion by 2013 to an estimated $207 billion.

The Tariff Tempest— and How Suppliers Fight Back

Threats loom large. The Trump administration’s proposed “reciprocal tariffs”—as high as 20 percent on EU goods— sent shockwaves through Italian food exporters and American retailers alike. Wine—Italy’s second-largest export to the U.S.—is particularly vulnerable. A 20 percent tariff could slash exports by 25–35 percent, potentially forcing some brands off U.S. shelves. The downside could be a staggering €323 million in lost revenues.

Meanwhile, processed tomato derivatives now face a flat 15 percent tariff, up from a previous 6–12 percent range. Though dubbed manageable by industry leaders, the timing—combined with the euro’s strength—squeezes supplier margins.

There’s also continued pressure on olive oil, cheese, jams, and even Prosecco, with retailers and Italian industry associations sounding the alarm.

Still, Italian exporters and logistics partners are responding proactively:

• Stockpiling: Anticipating tariffs, many have accelerated shipments. One Tuscan olive oil producer aimed to send 50,000 litres ahead of his usual schedule of 20–30,000 litres—despite container capacity constraints.
• Logistics innovation: Companies like Agritalia prioritize shipping continuity through advanced planning, alternative routes, and capacity coordination.
• Industry coordination: Associations like Coldiretti and Centromarca have launched investigations, advocacy campaigns, and are urging diplomatic efforts to avert a trade war.

Why Private Label Retailers Should Double Down on Italian Authenticity

• Consumer loyalty through provenance: Crafting private label lines that spotlight PDO products, small-batch producers, or region-based specialty items (like Parmigiano-Reggiano or Bufala Mozzarella) helps retailers appeal to discerning shoppers who equate authenticity with trust—and are willing to pay a premium.
• Narrative advantage: Italian suppliers are not just purveyors of food—they are guardians of tradition. Their stories of centuries-old practices, rigorous quality standards, and regional pride enable private labels to move beyond product promotions into cultural storytelling.
• Supply chain resilience: By supporting suppliers who innovate—through pre-stocking, flexible logistics, and diversified sourcing—retailers gain stability. Some are already hedging by emphasizing transparency along the supply chain.
• Protection from imitations: With the “Italian Sounding” phenomenon threatening brand integrity, private label programs centered on genuine Italian sourcing can help reduce consumer drift to fakes and reinforce brand trust.

Strategies for Retailers to Boost Authentic Italian Lines

The Italian Trade Agency’s Chicago office works with leading US retailers to develop and promote authentic Italian Store Brands. They share their extensive expertise in supplier selection, supplychain logistics, marketing, product sampling, consumer engagement, e-commerce and more.

In the past year, their efforts have resulted in substantial sales gains and consumer loyalty for Rouses; Schnucks, HyVee; Fresh Market and World Market.

Employee-owned Des Moines, Iowa based Hy-Vee is another excellent example of the value and importance of their partnership with the Italian Trade Agency. Hy- Vee’s development of their successful Product of Italy “Best in Class” private label line “Gustare Vita” features a wide selection of over 130 SKUs in multiple categories ranging from pasta, extra virgin olive oil, sauces, cookies, balsamic vinegars, and more.

Hy-Vee’s Italian private label brand has seen their sales of Authentic Italian F&B, since the start of their collaboration in 2017, increase by over 84.5%.

Hy-Vee’s annual Spring and Fall “Say Ciao to Italia” promotion is a big hit with their customer base. Point of Sale window banners, recipe cards, wine cards, digital marketing and social media marketing have been critical elements of their success.

“At Schnuck Markets, we are proud to continue our long-standing partnership with the Italian Trade Association (ITA). Given the significant Italian heritage throughout St. Louis and all the communities we serve across 113 stores in Missouri, Illinois and Indiana, our collaboration with the ITA offers numerous benefits. It enables retailers to efficiently source high-quality, authentically sourced and produced Italian products, ensuring our customers have access to the highest quality merchandise.”

“Through organized trade missions and direct access to business partners in Italy, Schnucks successfully hosts two three-week ‘Taste of Italy’ promotions annually. These events, held each February and September, feature hundreds of authentic Italian food and beverage items. This ongoing collaboration with the ITA further solidifies Schnuck Markets’ reputation as a premier destination for authentic Italian-produced products in the communities we serve.”

‘Our annual Spring and Fall ‘Taste of Italy’ promotions consistently achieve great success with our customers. This is supported by weekly features in our print circular ads, comprehensive in-store marketing and signage, effective event merchandising, in-store product sampling, and robust digital and social media marketing campaigns.”

”Working with the ITA has been incredibly beneficial, providing us with access to Italian suppliers and connections we might not have had otherwise. Whether it’s traveling to Italy or attending the shows they’ve organized — featuring everything from meats, cheeses, baked goods, olive oils, pastas, and vinegars to wine and spirits — the opportunities have been both endless and highly valuable” .

With so many of our customers having Italian heritage, this partnership has enabled us to bring authenticity and cultural relevance to our offerings, deepening our connection with shoppers and enhancing their experience. We are truly grateful for our collaboration with the ITA and look forward to continuing to grow and build on this relationship for years to come.

“Over the past 18 months World Market has expanded its assortment of global foods as consumers continue to seek out authentic snacks, sweets, and savory items from different cultures. Within their food assortment, World Market has created a Little Italy shop filled with pasta, sauces, cookies, cakes and coffees from some of Italy’s best-selling brands. Food is one of the cornerstones of this spirited retailer who is known for its unique mix of stylish furniture, ontrend decor, gifts and seasonal products. And the opportunity to continue expanding its specialty food offerings will be driven by their customers in 247 stores across the country and online at worldmarket.com. Our partnership has been a great success, and we look forward to introducing even more Italian specialties to World Market in the years ahead.”

For more than 40 years, The Fresh Market has delivered a European-style shopping experience, complemented by its signature brand of exceptional hospitality to discerning guests in 22 states. The North Carolina-based premium grocery retailer prides itself in its meticulously curated selection of products from thoroughly vetted partners around the globe. So, when it came to offering the finest, truly authentic Italian foods, The Fresh Market welcomed the opportunity to partner with the Italian Trade Agency.

Featuring high end lifestyle photography, rich storytelling and a two-month spotlight on authentic Made in Italy products, the campaign invited guests into a journey of culinary discovery based on flavor, texture, quality, taste and discovery. At turns aspirational and accessible, the collaboration aligned beautifully with the exceptionally high standards of both brands. The result is a focus on authenticity that drove guests to explore products, recipes, regions and ingredients they can only find through the ITA at The Fresh Market.

Conclusion: Italy’s Authenticity Sells—and Thrives

In the evolving American grocery landscape, authenticity isn’t just a marketing buzzword— it’s a strategic asset. The enduring allure of genuine Italian grocery staples, underscored by strong import growth and deeply rooted consumer desire for quality, provides a rare opportunity for private label retailers to differentiate, deepen loyalty, and drive margins.