Italy at a Glance

Population: 58.15 million
Form of Statehood: Republic since 1946
Government: Democratic Republic
Literacy: 98%
Total Area: 301,225 sq. km (about the size of Georgia and Florida combined)
Nominal GDP: US $1.8 trillion

Natural resources: Fish and natural gas.

Primary Industries: tourism, machinery, iron and steel, chemicals, food processing, textiles, motor vehicles, clothing, footwear, ceramics.

Main Export Partners: Germany 13.2%, France 12.3%, U.S. 7.5%, Spain 7.5%, U.K. 6.6%

Marketing Strategies to Gain Access to Italy
The cultivation and maintenance of personal relationships are a vital part of doing business in Italy. This is even truer for foreign businesses that lack an intimate understanding of Italy’s business culture and regulatory environment. Finding the right Italian business partner is therefore an essential part of establishing a business presence in Italy. The ideal candidate should already have a network of relationships that will open doors in the market. They should also have a keen understanding of local business practices and applicable regulations. For technical products, the potential partner should have the ability to provide Italian customers with after-sales service.

The U.S. Commercial Service offers services to help U.S. firms identify an ideal partner, from customized Gold Key matchmaking to participation in U.S. Pavilions at leading trade exhibitions. The U.S. Commercial Service also maintains a list of Business Service Providers – consultants, accounting and legal advisors, and others who offer valuable assistance to U.S. exporters.

Challenges & Opportunities
U.S. exporters in Italy face strong competition from local and other EU companies. In addition, Italy can be a surprisingly complex market for new entrants. Italy’s regulatory environment is complex and sometimes lacks the transparency, clarity, efficiency, and certainty found in other developed economies. Products that involve health, safety, or environmental concerns are likely to be highly regulated. While EU-wide regulations often apply, Italian laws sometimes go beyond the basic EU requirements. More effective enforcement of intellectual property laws and more stringent corporate governance are needed. The continued dominance of small, family-owned companies and regional differences and disparities add to the challenges of doing business.

In general, the appreciation of the Euro against the dollar and positive growth in the Italian economy, particularly in the north, has created a strong and growing demand for U.S. exports. U.S. firms enjoy good opportunities in sectors where new regulations or programs (often imposed or initiated at the EU level), are creating demand; with new products/services where there is little or no domestic competition; and/or where the American product offers clear technological advantages. Best prospects that respond to these factors include the information technology, security, health care, and environmental sectors.

Italy’s changing demographics and lifestyle also create opportunities. Italy’s population is aging. More women are entering and remaining in the workforce. An influx of immigrants from Africa, Asia, Eastern Europe, and Latin America is creating identifiable ethnic markets to be served. Pet ownership is rising. U.S. higher educational programs are in increasing demand.

Italy hosts major trade shows in many sectors that attract buyers from throughout Europe and beyond. This includes events in best prospect sectors such as information technology, health care, franchising, travel and tourism, safety and security, pets, automotive, and marine recreation, among others. The Commercial Service offers onsite support for U.S. exporters at most of the major international shows, or by request.

In the agricultural sector, bulk and intermediate commodities (used as ingredients for Italian value-added products), seafood, hardwood and softwood, and consumer-oriented products are in demand.