Large-scale retail sales across the various flour segments are expected to reach nearly €365 million in 2025, equivalent to just under 320 million packages . Classic flours (types 0 and 00) still represent the core of the market in terms of volumes, generating approximately €230 million. They are affected by heightened promotional pressure, while the strong impact of private label sales is keeping their value below potential volumes. Final year-end data show a flour market stabilizing after the sharp fluctuations experienced in previous years.
Compared to the overall food market, the specific sector has followed trends more closely tied to spending rationalization, recording modest growth of just over 1.5%, 80% of which was achieved through additional inflation rather than an increase in real consumption.
Volumes remained essentially flat , reflecting a consumer attentive to waste and less inclined to stockpile at home. Private label products played a key role in this context, reaching record levels, in some cases exceeding 40% in value. Specialty products, such as protein-rich, gluten-free, alternative-grain, or whole-grain flours, were a standout, achieving real growth exceeding 4 percentage points. This segment (which includes pizza flour, Manitoba flour, cake mixes, whole-grain, and multi-grain flours) is worth approximately €150 million. It is the area with the highest margins and the one that has supported the sector's value growth in recent months .
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Molino Pivetti continues its journey toward concrete sustainability and responsible agriculture. This commitment is driven not only by strategic choice, but also by growing consumer demand, which is increasingly attentive to the origin of raw materials and specialty flours, such as organic, ancient grains, or stone-ground flours. On this front, thanks to its partnership with Yara Italia , Molino Pivetti has launched the pilot phase of a nutrition plan for soft wheat crops within the "Campi Protetti Pivetti" agricultural supply chain, the short and certified supply chain model that underpins the company's 100% Emilian flours. The project aims to reduce the environmental impact of production, guiding the company toward increasingly sustainable flours. This supply chain produces flours for large-scale retail distribution , obtained by milling 100% Emilian grains with an environmental footprint certified by the international body CSQA . Alongside this range, the 'Gran Riserva' line offers 100% Emilian flours guaranteed by CSQA for origin and traceability, designed for those seeking superior quality and transparency throughout the entire supply chain. Molini Pivetti is present in large-scale retail distribution both with its own flours for home use and through retail projects.
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Source: GDO Week