Italy is the first supplier of organic wine country on the Us market, at +2.2% in value in 2026

The United States remains the world leading market for organic products, including organic wine, with sales reaching 60.4 billion euros, growing by +105.8% compared to 2014. Organic products have become firmly embedded in consumer habits, with 54% of Americans purchasing organic goods at least once a week. This represents a highly promising scenario for Italian organic products, as highlighted in the first 2026 report by the Ita.Bio platform, an initiative promoted by Ice Agency with the support of FederBio and developed by Nomisma to support the strategic growth of Italian organic products in international markets. The analysis, carried out by Nomisma through a survey of 1,000 household food purchasers aged 18 to 65 living in New York and California - particularly highlights that 43% of U.S. consumers purchased at least one Italian organic food product during the past year. This result is also supported by Italy excellent reputation: 56% of respondents ranked Italy first for the quality and safety of organic products, ahead of countries such as France and Canada. Italian organic wine has performed particularly strongly. In 2025, the United States imported 35.6 million euros worth of Italian organic wine, and in the first eight months of 2026, the value increased by 2.2% compared to the same period in 2025. With a 51% value share, Italy is the leading supplier of organic wine to the U.S. market, well ahead of international competitors.
This achievement carries even greater weight amid a period of transformation in the U.S. wine sector, where wine consumption fell to 31 million hectoliters in 2025, down 10% compared to 2019, while interest is growing in innovative, healthier products with lower alcohol content.
However, despite its strong positioning, some barriers to growth remain. Among organic consumers who don’t purchase Italian organic products, 40% consider prices too high, 37% cite limited availability in their usual shopping channels, and 30% report difficulties in identifying the products on store shelves or in restaurants. Indeed, country-of-origin recognition appears to be one of the sector main growth drivers. According to the survey, 82% of respondents say that a dedicated “Italian Organic” logo, identifying products made with 100% Italian ingredients, could encourage them to buy. Consumers also show a strong willingness to recognize the added value of Italian products, with 74% willing to pay a premium compared to a similar U.S. organic product.
In this context, Italian organic wine continues to enjoy strong appeal. It is already purchased by 15% of American consumers, and among these, 71% consider it superior to organic wines from the United States and France, thanks to attributes such as taste, grape variety diversity, and winemaking tradition. Even among those who do not yet buy it, nearly one in two consumers recognizes its distinctive quality. Prospects also appear favorable for the coming years. One-third of current buyers expect to increase their consumption of Italian organic wine over the next two to three years, while 25% of non-users say they may begin purchasing it. In this regard, Italian restaurants play a decisive role: 64% of non-consumers would be willing to try a bottle of Italian organic wine if it were recommended on the menu or by restaurant staff.
These findings confirm that the United States represents a strategic market for Italian organic products, where future growth will depend on the ability to strengthen commercial presence, visibility, and communication of the distinctive characteristics of made in Italy products.
“The United States is a strategic market for Italian organic products, not only because of its size, but also because consumers are becoming increasingly familiar with this product category. Nomisma data show that made in Italy enjoys a favorable market position, supported by the perception of the quality and safety of Italian organic production. The challenge is to translate this competitive advantage into concrete growth opportunities - affirms Emanuele Di Faustino, head of industry, retail and services at Nomisma - this means addressing the main barriers to purchase while strengthening the visibility, recognizability, and availability of products across distribution channels. It is equally important to communicate effectively the value of the organic label and the distinctive features of the made in Italy offering, in order to reinforce consumer confidence and enhance the appeal of Italian organic products in the U.S. Market”.
“The United States offers concrete growth opportunities for Italian organic products, which can rely on the quality of its production and the strong reputation of Italy agri-food sector - concludes Aldo Cervi, coordinator of FederBio service operators section - in this context, country-of-origin recognition represents an important competitive advantage that the new Italian Organic label will help strengthen. Equally significant is Italy leadership in exports of organic wine to the United States. To valorize these results and seize new development opportunities, it is essential to support companies in their internationalization processes. The Ita.Bio platform provides a valuable tool to accompany businesses on this journey, offering market data, consumer analyses, and networking opportunities to guide commercial strategies, identify new outlets, and consolidate the presence of made in Italy organic products in high-potential markets such as the United States”.