The growth in activity within the sector has had a negative impact on the demand for smaller markets, causing a delay in the creation of new outlets. According to the Assofranchising Italia 2026 report by Patrigest with TEHA Group, the franchise sector registered a 8% increase in turnover in 2025. The active signs have decreased from 720 to 707, while the employed have increased to double figures, with an average exceeding five employees per outlet.

In summary, turnover and employment have grown, but the demand for smaller markets has slowed down the creation of new networks. This situation responds to general trends in commerce, where high-intensity work activities and part-time contracts have represented the major weight of the variation. The Confimprese-Jakala survey showed that consumption in smaller markets has fallen by 0.6% in the first eight months of 2026, causing a delay in the creation of new outlets.

This impact is due to the weakness in overall consumption, which has also affected franchising. The growth in activity within the sector has had a negative impact on the demand for smaller markets, causing a delay in the creation of new outlets. This phenomenon occurred even during periods of weak consumption, where franchising maintained comparable levels of activity to other retail sectors.

The franchisor, particularly, are waiting for a growing number of entrepreneurs over the next three years as predicted by Patrigest for Assofranchising. This increase in entrepreneurs is due to the positive effect of digitalization, which allowed them to enter the market without having to pass through traditional credit channels. The information report on franchise networks shows that 41% of Italian brands operate abroad, with another 20% planning to do so within three years.

This phenomenon is due to globalization of the market and ease of access to foreign markets, but it has not been sufficient to resolve the crisis in the demand for smaller markets. In conclusion, while franchising continues to register significant growth in turnover and staff, it is important to highlight the negative impact this trend has had on the demand for smaller markets. This situation requires a thorough reflection on changes in the market and future strategies to ensure continuity and growth of the sector.