Food Piracy: The Phenomenon Of The Italian Sounding Food Products

Six million euros per hour — that is the estimated loss to Italy’s food economy caused by the so-called “Italian sounding” phenomenon, according to Confagricoltura. Products using Italian-looking names, colours, and imagery often imitate authentic Italian foods, yet have nothing to do with genuine Made in Italy quality, culture, or production standards.

The phenomenon is well known — but its scale becomes striking when seen in concrete numbers. Even within the European Union, the ratio between fake Italian products and authentic ones is roughly two to one: for every two “Italian” products sold, only one is genuinely Italian.

“At the end of the year, the loss exceeds 54 billion euros — far greater than the value of direct food counterfeiting alone,” stated Confagricoltura during the Cibus Tour. The organisation warned that imitation products — everything pretending to be Italian — represent a serious threat to Italy’s agri-food exports, which remain one of the country’s strongest economic sectors.

While traditional food piracy is illegal and punishable by law, the broader business of Italian sounding operates in a legal grey zone that can only be addressed through international agreements, clearer labelling rules, and transparency around raw materials and production methods.

Legal action is especially urgent in key markets such as the United States and Canada, where imitation products vastly outnumber authentic Made in Italy goods. In North America alone, lost market share is estimated at over €24 billion annually, with an additional €3 billion linked to outright counterfeiting. Even within the European Union — supposedly better protected — the imbalance remains significant.

The agri-food sector represents roughly 8% of Italy’s total exports and continues to grow faster than many other industries. Protecting authenticity is therefore not only cultural, but economically strategic. If Italian producers want to remain competitive, reclaiming the space occupied by imitation products is essential.

Confagricoltura emphasises the need for consumer education campaigns, helping international buyers learn how to recognise authentic Italian products. At the institutional level, stronger protection of geographical indications and clearer production standards must be addressed at the WTO and through international trade frameworks.

If you’d like to explore authentic Italian food culture, regional products, and genuine culinary experiences, you can start from our homepage at Emilia Delizia, where we share in-depth guides and travel inspiration across Italy’s most important food regions.