THE Made in Italy confirms its leading position in the Italian economy during this first five-year period of 2024: the results of the country's production and businesses in fact constitute a source of wealth for the national GDP. According to National Brand 193 Ranking 2024 Italy ranks ninth in the world for brand value out of 193 countries considered. Instead, the reports Kantar BrandZ Top 40 shows 28 Italian brands showing significant growth of 11% compared to last year, with a total value of $122.7 billion.
Even though today there are fewer and fewer Italians working in this sector and the consumer ethic has disappeared due to consumerism, the demand for products with an Italian signature remains high. Renowned brands such as Prada, Ferrero and Ferrari, but also small artisans and independents who operate locally, manage to maintain the respect on an international scale achieved thanks to the long tradition and experience of the masters.
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Made in Italy: a brand of 420 billion euros
Investigation “What value of the Made in Italy brand in the world» – created by Unioncamere in collaboration with Assocamerestero and the network of Italian chambers of commerce abroad – was presented at the conference “Italy: a value in the world“. It involved 3,000 respondents, including companies, exporters, distributors and product suppliers, and achieved good results. According to the reported data, the leading sectors alone employ 2.1 million employees for a gain of 454 billion euros in turnover, 105.5 billion in added value and 193.4 billion euros in turnover. export out of a total of 420 billion from all sectors linked to Made in Italy. The characteristics that make the Italian brand famous abroad are the high quality of materials, the iconicity and the design very high quality.
“Telling Made in Italy today means telling the story of those who nourish our entrepreneurial fabric day after day: the story of two million workers, and this is also why it must always be more protected, promoted and valued” said Andrea Prete, president of Unioncamere.
Food and luxury: I Brand made in Italy who drive the market
The agri-food sector constitutes almost a quarter of the national GDP. According to an analysis carried out by Coldiretti, in the first half of 2023 the Italian food sector reached a value of 580 billion euros, with approximately 4 million workers engaged in 740 thousand agricultural companies, 70 thousand food industries, more than 330 thousand activities restaurants and 230,000 points of sale. Kinder with 8.212 billion euros and Nutella 3.414 billion euros occupy fourth and eighth place respectively in the report's ranking. Kantar BrandZ.
The luxury sector also represents great wealth for the Italian economy, with a total value of 44.2 billion. Three are the brands which appear in the Top 10 of the report: Gucci with a value of 26 billion maintains its first position, Prada is sixth with 5.2 billion and Fendi seventh with 5.1.
Outside of these two sectors, Enel ranks second overall with 37% growth while Ferrari ranks third with +30% and $10.1 billion in revenue.
Read also:
Furniture and design made in Italy: the history of the sector
Made in Italy law: national brand day established on April 15
