Ice cream, how much you cost me! The Marche region has the most virtuous province: here's which one.

Macerata, July 27, 2025 – With the July heat driving up consumption and families seeking a bit of refreshment at the table, data (from the Consumer Training and Research Center (CRC), which processed the data published in the dedicated MIMIT observatory) on ice cream prices in Italy holds a positive surprise for the Marche region . Macerata is, in fact, the province where packaged ice cream costs the least : €4.55 per kilo compared to the national average of €5.87. This figure places it at the bottom of the ice cream price rankings , in a context where prices have increased by almost 30% in four years.

And this isn't the only encouraging sign for the region. In Ancona , according to a study by the Center for Training and Research on Consumption (CRC), based on data from the MIMIT Observatory, price increases compared to 2021 were just 6.4%. This is one of the lowest increases in Italy , considering that only six provinces recorded increases of less than 20% in the same period. In a country where the average price of a kilo of tub of ice cream was €4.54 four years ago and is now nearly €6, this is a small, positive exception that shows how, in some areas, it has been possible to contain the impact of energy and raw material costs.

Read also: The best ice cream shops in the Marche region

A cup of ice cream costs less than anywhere else in Macerata.

Emilia-Romagna isn't quite as virtuous. In fact, it's one of the cities where gelato is most expensive. If you look at the national rankings, in fact, you'll see that Florence tops the podium for the highest prices: here, a one-kilo tub costs as much as 8.05 euros. Forlì follows (7.68 euros), Bolzano (7.19 euros), Ravenna (7.18), and Biella (7.14). There are notable differences compared to the Marche region: Macerata , at 4.55 euros per kilo, is almost half the price in Florence , confirming its status as an oasis of convenience . Immediately following, in this cheaper range, are Treviso (4.56 euros) and Cuneo (4.64 euros).

Ice cream, a staple of the Italian summer, has not been immune to the inflationary pressures of recent years. "After the sharp price escalation seen following the high energy prices and the war in Ukraine, price trends have stabilized, but the crisis in certain raw materials, especially cocoa, continues to weigh heavily," said Furio Truzzi, president of the CRC Scientific Committee.

Despite this, demand is not slowing. Indeed, in the summer of 2025, consumption is expected to grow 4% compared to last year , thanks to the scorching heat that has been affecting the country since June. The packaged ice cream market in Italy has reached a value of 1.9 billion euros , with per capita consumption of approximately 2 kilos and a whopping 3.7 billion portions sold. Added to this figure is another 3 billion euros linked to the consumption of artisanal ice cream , a sector that remains very lively, especially in historic centers and tourist destinations.

In terms of the heaviest increases , the map shows a record low for Padua, where prices rose 54.3% compared to 2021. Modena (+50.4%) and Livorno (+43.5%) follow, regions where gelato has become a small, everyday luxury. In this context, the Marche region stands out for its ability to keep prices under control : Ancona, with a 6.4% increase, and Macerata, with the lowest average price in Italy, represent an interesting case for economic observers. While in many cities, the pleasure of a kilo of gelato can weigh on the wallet almost as much as a pizza and drink at a restaurant , in short, the situation in the Marche remains more sustainable. For consumers in the region, amidst the heat and beach umbrellas, gelato at least continues to be an affordable luxury.