Sales of GMO-free products in Italy have seen double digit growth in 2015, making it the most dynamic segment of the otherwise stagnant food retail sector.

Sales of gluten-free products were also up 50 per cent, while Italians bought 20 per cent more organic food last year.

According to Italian farmers’ association Coldiretti, these figures are due consumers giving increased the attention to wellness, fitness and health, as well as the growing prevalence of food intolerances.

It also found that 70 per cent of Italians are willing to pay more for "fully natural" food, while 65 per cent would pay more for guaranteed GMO-free food, and 62 per cent would pay a premium for organic products.