How assortments are changing in Food retail: Insights from Giovanna Chiarini

Following Marca 2026, the sentiment emerging from the pavilions is clear: the food sector is undergoing a consolidation phase. The era of “micro-trends” has given way to more informed consumers, who are increasingly choosing products that align with their ethical, nutritional, and environmental values, rather than following fleeting trends.

In this evolving landscape, Atlante strengthens its role as a strategic partner for modern retail, offering a portfolio designed to understand trends across categories, focusing on high-quality products that create value and stand out on the shelves.

A Market Entering the consolidation phase

Consumer behavior is clearly evolving. The traditional “full basket” is giving way to more targeted, frequent purchases, driven by a stronger focus on perceived quality and alignment with personal lifestyles. Consumers are no longer chasing novelty for novelty’s sake; they are seeking credible, functional, and recognizable products that meet real needs.

This dynamic leads to a more rational selection of assortments, where value is not defined by the breadth of the offering, but by its ability to capture thoughtful, long-lasting choices.

Macro-Trends becoming structural

“In 2025, we witnessed macro-trends becoming structural: health and wellness, a more mature plant-based segment, a desire for global flavors, and sustainability, which also includes waste reduction,” explains Giovanna Chiarini.

Health, in particular, is evolving it is moving away from being a primarily “medical” need and becoming a more everyday choice. Categories responding to this demand with simple, credible solutions are growing, including Greek yogurt, kefir, and fermented products; the “free-from” world, especially lactose-free options; unsweetened plant-based beverages and sugar-free drinks.

Consumers are looking for functional and protein-rich products, but in a natural form: clean labels, recognizable ingredients, and short lists. “This explains the continued double-digit growth of Greek yogurt, and the increasing demand for lactose-free products, which are perceived as lighter and more digestible. The principle is ‘less is better’: fewer additives, more substance,” emphasizes Chiarini.

Exploring the Change: Giovanna Chiarini’s perspective

The emerging themes were further explored in interviews given by Giovanna Chiarini during Marca 2026, where Atlante’s Commercial Director delves into assortment choices and market development directions.

Atlante at Marca 2026: Greek specialties, plant-based, and clean label

Atlante focuses on plant-based and free-from products at Marca 2026

From consumption behavior to assortment choices

The evolution of consumer habits has a direct impact on categories. The growth of Greek yogurt, fermented products, and lactose-free options is tied to a vision of accessible, everyday wellness, while the free-from category captures an increasingly broad demand for lightness and digestibility.

In this context, value shifts towards products that combine functionality, taste, and simplicity, avoiding overly complex or ultra-processed solutions. Assortment choices reward consistency, clarity, and continuity over time.

Plant-Based and ethnic: from trend to normality

The plant-based sector is also undergoing a transformation. No longer a “hype” phenomenon, it is becoming a mature choice, tied to environmental awareness and a greater focus on the quality of proteins in a balanced diet. There is strong demand for innovation, but not ultra-processed options, and a return to basics: tofu, tempeh, hummus. Categories such as “cheese alternatives” and “yogurt alternatives” are also growing, addressing those seeking plant-based options without sacrificing enjoyment.

At the same time, the exploration of global flavors continues. Ethnic foods are no longer an occasional experience, but an integrated part of everyday routines. Here, Atlante positions itself as a pioneer, leveraging its presence in international markets where these categories are historically more developed, bringing well-established assortments and expertise to Italy.

How trends are reflected in 2026 assortments

Based on these trends, Atlante’s innovations presented at Marca 2026 are rooted in strategic choices. Atlante is placing a strong emphasis on Greek specialties, with a strategic focus on lactose-free products: bi-compartment yogurt, lactose-free feta, and practical, versatile formats.

In the plant-based sector, the focus continues on flavor, functionality, and recipe quality: barista-style drinks, sugar-free options, ethnic tofu-based meat alternatives, and “cheese alternatives” that maintain quality without compromising on the dairy experience. The offering is complemented by alternative and ethnic baked goods, as well as premium chocolate pairings, which are increasingly requested by the market.

Underlying all of this is an integrated model of collaboration between the category and commercial teams. “We have different teams, but we share one direction: starting from the point of sale, the consumer, and the trends to build consistent and sustainable proposals over time.” This ability to transform insights into assortments and services is what makes Atlante a solid partner for retail.