Italians favor the wholesome craft of fine artisanal bread
…and Molino Naldoni rises against the tide
The unmistakable aroma of artisanal bread continues to win over Italian palates, accounting for a full 85% of bread consumption in our country. Despite this clear preference, since the 1980s we have witnessed a slow but steady decline in per capita bread consumption. According to the latest Ipsos survey for Assopanificatori, conducted in May 2024, forty years ago each Italian consumed about 230 grams of bread per day, while today that number has dropped to just 80 grams — a decrease of well over 60%.
In this context, Molino Naldoni is charting a different course.
“We closed 2024 with a 25% increase in volume, and this year we are consolidating that growth through widespread market action, proving that quality and strategy can prevail even in a challenging environment” says Mirco Polenta, sales manager for the bakery channel.
What sets Molino Naldoni apart in the world of artisanal breadmaking is its service-oriented approach. At the heart of its offer lies a broad range of high-quality, entirely natural flours—free from enzymes and chemical additives. This commitment is matched by the company’s sales network which prioritizes customer relations.
Among Molino Naldoni’s offerings, the flours with the highest added value for professional bakers are found in the Italica line, made exclusively with 100% Italian wheat. At the pinnacle of this range stands the undisputed queen: Arancione Italica, a type 0 flour with a W220 strength rating, which alone accounts for over 30% of sales in the artisanal baking channel. “This flour recorded a 15% increase over the previous year,” says Sales Manager Mirco Polenta, highlighting its role as a driver of growth in a mature and competitive market.
Interest is also rising in Type 1 and Type 2 wholemeal flours.
Flours under the Italica brand, made from 100% Italian-grown grains and 100% natural, have emerged as market leaders in the artisanal baking sector:
Trends:
Artisanal baking, which remains deeply rooted in Italians’ everyday consumption habits, is undergoing a transformation. More and more bakeries are diversifying their offerings, expanding into sweet and savory products, and becoming true workshops of flavor where pizza, focaccia, shortcrust pastries, brioches, and croissants are increasingly prominent.
Molino Naldoni is responding to this shift with flours specifically developed for pastry and pizza making, a segment currently experiencing 50% growth.
All under the banner of Italica quality: flours made from 100% Italian grains, completely natural—now also a benchmark for the evolving artisanal baking sector.
With over 60 product recipes, Molino Naldoni’s range is one of the most comprehensive on the market—designed to meet the technical demands of professional bakers as well as the expectations of the end consumer. Considering its three main categories—stone-ground flours, organic flours, and conventional flours—Molino Naldoni stands as a market leader in terms of variety and depth of offering.
The company’s commercial strategy is rooted in direct and ongoing customer engagement.
“We have a wide selection of top-quality flours, but what truly builds loyalty is the human connection. We speak with every baker on a weekly basis,” says Mirco Polenta, Sales Manager for the bakery channel. “It’s not just about the flour—it’s about trust.”
Left: Mirco Polenta at our stand during TuttoFood 2025