Consumer Health in Italy - Research and Markets

Consumer health is expected to record steady single-digit growth in current value terms in 2022, continuing the positive trend recorded in 2021. Most categories are set to see a full recovery from the negative impact of the COVID-19 crisis and sales should return to pre-pandemic levels. Improvements in 2022 are mostly linked to the easing of restrictions and the revival of more normal lifestyles, with Italians feeling less concerned about COVID-19.

The Consumer Health in Italy report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2017-2021, allowing you to identify the sectors driving growth. Forecasts to 2026 illustrate how the market is set to change.

Product coverage: Allergy Care, Herbal/Traditional , OTC, Paediatric Consumer Health, Sports Nutrition, Vitamins and Dietary Supplements, Weight Management and Wellbeing.

Data coverage: Market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

Get a detailed picture of the Consumer Health market;
Pinpoint growth sectors and identify factors driving change;
Understand the competitive environment, the market’s major players and leading brands;
Use five-year forecasts to assess how the market is predicted to develop.

EXECUTIVE SUMMARY

Consumer health in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for consumer health?

MARKET INDICATORS

Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2017-2022
Table 2 Life Expectancy at Birth 2017-2022

MARKET DATA

Table 3 Sales of Consumer Health by Category: Value 2017-2022
Table 4 Sales of Consumer Health by Category: % Value Growth 2017-2022
Table 5 NBO Company Shares of Consumer Health: % Value 2018-2022
Table 6 LBN Brand Shares of Consumer Health: % Value 2019-2022
Table 7 Penetration of Private Label in Consumer Health by Category: % Value 2017-2022
Table 8 Distribution of Consumer Health by Format: % Value 2017-2022
Table 9 Distribution of Consumer Health by Format and Category: % Value 2022
Table 10 Forecast Sales of Consumer Health by Category: Value 2022-2027
Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2022-2027

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches

DEFINITIONS

SOURCES

Summary 1 Research Sources

ANALGESICS IN ITALYKEY DATA FINDINGS

2022 DEVELOPMENTS

Analgesics benefit from the higher circulation of cold and flu, as restrictions are lifted
Analgesics sees fewer product launches as a result of the health emergency and rising production costs
Topical analgesics benefits from a return to more active lifestyles

PROSPECTS AND OPPORTUNITIES

Return to more hectic lifestyles should benefit sales
Fast acting and convenience remain the main drivers of growth
Growing self-medication culture should benefit sales

CATEGORY DATA

Table 12 Sales of Analgesics by Category: Value 2017-2022
Table 13 Sales of Analgesics by Category: % Value Growth 2017-2022
Table 14 NBO Company Shares of Analgesics: % Value 2018-2022
Table 15 LBN Brand Shares of Analgesics: % Value 2019-2022
Table 16 Forecast Sales of Analgesics by Category: Value 2022-2027
Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2022-2027

COUGH, COLD AND ALLERGY (HAY FEVER) REMEDIES IN ITALYKEY DATA FINDINGS

2022 DEVELOPMENTS

Cold and flu make their comeback in 2022
Recovery seen in most categories with pharyngeal preparations the big winner
Allergies return and sales rise as masks come off

PROSPECTS AND OPPORTUNITIES

Further recovery expected in the short-term but increased uptake of flu vaccine could undermine sales growth
Herbal/traditional products could threaten sales of standard OTC cough, cold and allergy (hay fever) remedies
Antihistamines/allergy remedies (systemic) set to benefit from rise in allergy sufferers

CATEGORY DATA

Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2017-2022
Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2017-2022
Table 20 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2018-2022
Table 21 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2019-2022
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2022-2027
Table 23 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2022-2027

DIGESTIVE REMEDIES IN ITALYKEY DATA FINDINGS

2022 DEVELOPMENTS

Strong growth expected as restrictions continue to ease
Antacids set to flourish as consumers return to eating out more
Demand of laxatives drops as consumers return to more active lifestyles

PROSPECTS AND OPPORTUNITIES

Digestive remedies to remain dynamic overall
A growing focus on prevention may curb growth
Herbal/traditional digestive remedies set to drive growth

CATEGORY DATA

Table 24 Sales of Digestive Remedies by Category: Value 2017-2022
Table 25 Sales of Digestive Remedies by Category: % Value Growth 2017-2022
Table 26 NBO Company Shares of Digestive Remedies: % Value 2018-2022
Table 27 LBN Brand Shares of Digestive Remedies: % Value 2019-2022
Table 28 Forecast Sales of Digestive Remedies by Category: Value 2022-2027
Table 29 Forecast Sales of Digestive Remedies by Category: % Value Growth 2022-2027

DERMATOLOGICALS IN ITALYKEY DATA FINDINGS

2022 DEVELOPMENTS

A return to more active lifestyles boosts growth in 2022
More outdoor activities benefit Topical Germicidals/Antiseptics
Vaginal antifungals continues its recovery

PROSPECTS AND OPPORTUNITIES

Maturity will likely curb the category’s development
Declining birth rates threaten sales of nappy (diaper) rash treatments
Hair loss a growing industry

CATEGORY DATA

Table 30 Sales of Dermatologicals by Category: Value 2017-2022
Table 31 Sales of Dermatologicals by Category: % Value Growth 2017-2022
Table 32 NBO Company Shares of Dermatologicals: % Value 2018-2022
Table 33 LBN Brand Shares of Dermatologicals: % Value 2019-2022
Table 34 LBN Brand Shares of Hair Loss Treatments: % Value 2019-2022
Table 35 Forecast Sales of Dermatologicals by Category: Value 2022-2027
Table 36 Forecast Sales of Dermatologicals by Category: % Value Growth 2022-2027

NRT SMOKING CESSATION AIDS IN ITALYKEY DATA FINDINGS

2022 DEVELOPMENTS

Growing competition from heated tobacco and e-cigarettes
Number of smokers on the rise again, reversing the trend seen in the pandemic
New flavour adds novelty to other NRT as Johnson & Johnson retains its dominant position

PROSPECTS AND OPPORTUNITIES

Competition from smoking alternatives will continue to hinder sales
Innovation may help stimulate growth in an increasingly mature category
Government expected to invest in tackling the rise in smoking prevalence, but will this benefit NRT smoking cessation aids?

CATEGORY INDICATORS

Table 37 Number of Smokers by Gender 2017-2022

CATEGORY DATA

Table 38 Sales of NRT Smoking Cessation Aids by Category: Value 2017-2022
Table 39 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2017-2022
Table 40 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2018-2022
Table 41 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2019-2022
Table 42 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2022-2027
Table 43 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2022-2027

SLEEP AIDS IN ITALYKEY DATA FINDINGS

2022 DEVELOPMENTS

Sales of sleep aids benefiting from an uncertain world
Women suffer the most from sleep disorders
Vicks ZzzQuil Natura continues on its rise to prominence in 2022 with further investment in marketing and new product development

PROSPECTS AND OPPORTUNITIES

Sleep aids growth will be sustained by focus on prevention
Increasing time spent on smartphones will benefit the category
Sleep aids set to see further innovation

CATEGORY DATA

Table 44 Sales of Sleep Aids: Value 2017-2022
Table 45 Sales of Sleep Aids: % Value Growth 2017-2022
Table 46 NBO Company Shares of Sleep Aids: % Value 2018-2022
Table 47 LBN Brand Shares of Sleep Aids: % Value 2019-2022
Table 48 Forecast Sales of Sleep Aids: Value 2022-2027
Table 49 Forecast Sales of Sleep Aids: % Value Growth 2022-2027

WOUND CARE IN ITALYKEY DATA FINDINGS

2022 DEVELOPMENTS

Sticking plasters/adhesive bandages benefits from a return to more active lifestyles
Sales of gauze, tape and other wound care set to return to pre-COVID-19 levels
Price-sensitivity increases in wound care as unit prices rise

PROSPECTS AND OPPORTUNITIES

Volume sales likely to remain flat due to high level of maturity
Pharmacies and grocery retailers will remain the key channels for wound care
Price sensitivity likely to remain high as the cost of living increases

CATEGORY DATA

Table 50 Sales of Wound Care by Category: Value 2017-2022
Table 51 Sales of Wound Care by Category: % Value Growth 2017-2022
Table 52 NBO Company Shares of Wound Care: % Value 2018-2022
Table 53 LBN Brand Shares of Wound Care: % Value 2019-2022
Table 54 Forecast Sales of Wound Care by Category: Value 2022-2027
Table 55 Forecast Sales of Wound Care by Category: % Value Growth 2022-2027

VITAMINS IN ITALYKEY DATA FINDINGS

2022 DEVELOPMENTS

Vitamin C seeing more constrained growth in 2022 as COVID-19 fears soften
Multivitamins set to benefit from the rising number of cases of cold and flu
Vitamin B benefiting from energy boosting properties

PROSPECTS AND OPPORTUNITIES

A more holistic approach to health should support growth in vitamins
E-commerce still offers plenty of potential for growth thanks to its convenience and value
Innovation should help to sustain value growth

CATEGORY DATA

Table 56 Sales of Vitamins by Category: Value 2017-2022
Table 57 Sales of Vitamins by Category: % Value Growth 2017-2022
Table 58 Sales of Multivitamins by Positioning: % Value 2017-2022
Table 59 NBO Company Shares of Vitamins: % Value 2018-2022
Table 60 LBN Brand Shares of Vitamins: % Value 2019-2022
Table 61 Forecast Sales of Vitamins by Category: Value 2022-2027
Table 62 Forecast Sales of Vitamins by Category: % Value Growth 2022-2027

DIETARY SUPPLEMENTS IN ITALYKEY DATA FINDINGS

2022 DEVELOPMENTS

Probiotics recovery key to category growth
Boosting the immune system remains important, but not a priority
Mood/relaxing dietary supplements rise to prominence due to anxiety and sleep problems

PROSPECTS AND OPPORTUNITIES

Dietary supplements set to benefit from new ingredients and targeted formulas
Demand for energy boosting dietary supplements set to rise as consumers return to busier lifestyles
Beauty supplements likely to be the subject of innovation

CATEGORY DATA

Table 63 Sales of Dietary Supplements by Category: Value 2017-2022
Table 64 Sales of Dietary Supplements by Category: % Value Growth 2017-2022
Table 65 Sales of Dietary Supplements by Positioning: % Value 2017-2022
Table 66 NBO Company Shares of Dietary Supplements: % Value 2018-2022
Table 67 LBN Brand Shares of Dietary Supplements: % Value 2019-2022
Table 68 Forecast Sales of Dietary Supplements by Category: Value 2022-2027
Table 69 Forecast Sales of Dietary Supplements by Category: % Value Growth 2022-2027

WEIGHT MANAGEMENT AND WELLBEING IN ITALYKEY DATA FINDINGS

2022 DEVELOPMENTS

Meal replacement benefits from a return to more normal lifestyles
Meal replacement sales suffering from growing financial pressures
Herbalife maintains its healthy lead but faces new competition

PROSPECTS AND OPPORTUNITIES

Rising overweight and obesity rates should support sales but growth is threatened by economic uncertainty and a switch to healthier diets
Weight loss supplements set to continue struggling
The growing popularity of protein will continue to benefit meal replacements

CATEGORY DATA

Table 70 Sales of Weight Management and Wellbeing by Category: Value 2017-2022
Table 71 Sales of Weight Management and Wellbeing by Category: % Value Growth 2017-2022
Table 72 NBO Company Shares of Weight Management and Wellbeing: % Value 2018-2022
Table 73 LBN Brand Shares of Weight Management and Wellbeing: % Value 2019-2022
Table 74 Forecast Sales of Weight Management and Wellbeing by Category: Value 2022-2027
Table 75 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2022-2027

SPORTS NUTRITION IN ITALYKEY DATA FINDINGS

2022 DEVELOPMENTS

Sports nutrition returning to pre-COVID-19 sales levels
Supply challenges leading to rising prices
Sports nutrition remains highly fragmented

PROSPECTS AND OPPORTUNITIES

Growing focus on health and wellness should help to sustain growth
Sports non-protein products and sports protein powder set for strong growth
Plant-based protein an evolving trend

CATEGORY DATA

Table 76 Sales of Sports Nutrition by Category: Value 2017-2022
Table 77 Sales of Sports Nutrition by Category: % Value Growth 2017-2022
Table 78 NBO Company Shares of Sports Nutrition: % Value 2018-2022
Table 79 LBN Brand Shares of Sports Nutrition: % Value 2019-2022
Table 80 Forecast Sales of Sports Nutrition by Category: Value 2022-2027
Table 81 Forecast Sales of Sports Nutrition by Category: % Value Growth 2022-2027

HERBAL/TRADITIONAL PRODUCTS IN ITALYKEY DATA FINDINGS

2022 DEVELOPMENTS

Sales of herbal/traditional digestive remedies boosted by consumers returning to foodservice outlets
The return of cold/flu boosts sales of herbal/traditional cough, cold and allergy (hay fever) remedies
Sales of herbal/traditional sleep aids benefiting from social, economic and political uncertainty

PROSPECTS AND OPPORTUNITIES

Herbal/traditional products likely to present growing competition to standard OTC products
Innovation should help to sustain value growth
Herbal/traditional dietary supplements facing increasing rivalry from standard alternatives

CATEGORY DATA

Table 82 Sales of Herbal/Traditional Products by Category: Value 2017-2022
Table 83 Sales of Herbal/Traditional Products by Category: % Value Growth 2017-2022
Table 84 NBO Company Shares of Herbal/Traditional Products: % Value 2018-2022
Table 85 LBN Brand Shares of Herbal/Traditional Products: % Value 2019-2022
Table 86 Forecast Sales of Herbal/Traditional Products by Category: Value 2022-2027
Table 87 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2022-2027

PAEDIATRIC CONSUMER HEALTH IN ITALYKEY DATA FINDINGS

2022 DEVELOPMENTS

Return of flu and intestinal viruses supports recovery
Paediatric vitamins and dietary supplements remain popular
Paediatric analgesics remains the most important category

PROSPECTS AND OPPORTUNITIES

A positive outlook for paediatric consumer health as life gradually returns to normal
Paediatric vitamins and dietary supplements set to benefit from new product launches
Sales of paediatric consumer health likely to suffer due to falling birth rates

CATEGORY DATA

Table 88 Sales of Paediatric Consumer Health by Category: Value 2017-2022
Table 89 Sales of Paediatric Consumer Health by Category: % Value Growth 2017-2022
Table 90 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2017-2022
Table 91 NBO Company Shares of Paediatric Consumer Health: % Value 2018-2022
Table 92 LBN Brand Shares of Paediatric Consumer Health: % Value 2019-2022
Table 93 Forecast Sales of Paediatric Consumer Health by Category: Value 2022-2027
Table 94 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2022-2027

EYE CARE IN ITALYKEY DATA FINDINGS

2022 DEVELOPMENTS

Eye care continues to benefit from high exposure to digital screens
Standard eye care remains a fragmented landscape led by domestic players
Allergy care on the path to recovery as restrictions are eased

PROSPECTS AND OPPORTUNITIES

Digitalisation of society set to support sales
Ageing of the population will boost demand for standard eye care
Allergies set to impact a growing number of consumers, but competition from other products likely to be a barrier to growth

CATEGORY DATA