Consumer Health in Italy

Report
119 Pages
September 2023
Region: Italy
Euromonitor International
ID: 2595815

Consumer health is set to record moderate single-digit growth in current value terms in 2023. With the pandemic officially over, according to the World Health Organisation (WHO), Italians are keen to get back to their pre-COVID-19 lifestyles and this is having a mixed impact on demand for consumer health. The high inflation seen in 2022 has continued into 2023, although according to the Italian National Institute of Statistics it is gradually slowing.

The analyst's 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 2018-2022, allowing you to identify the sectors driving growth. Forecasts to 2027 illustrate how the market is set to change.

Product coverage:
Allergy Care, Herbal/Traditional Products, 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.

CONSUMER HEALTH IN ITALY

EXECUTIVE SUMMARY

Consumer health in 2023: The big picture
2023 key trends
Competitive landscape
Retailing developments
What next for consumer health?

MARKET INDICATORS

Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2018-2023
Table 2 Life Expectancy at Birth 2018-2023

MARKET DATA

Table 3 Sales of Consumer Health by Category: Value 2018-2023
Table 4 Sales of Consumer Health by Category: % Value Growth 2018-2023
Table 5 NBO Company Shares of Consumer Health: % Value 2019-2023
Table 6 LBN Brand Shares of Consumer Health: % Value 2020-2023
Table 7 Penetration of Private Label in Consumer Health by Category: % Value 2018-2023
Table 8 Distribution of Consumer Health by Format: % Value 2018-2023
Table 9 Distribution of Consumer Health by Format and Category: % Value 2023
Table 10 Forecast Sales of Consumer Health by Category: Value 2023-2028
Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2023-2028

APPENDIX

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

DISCLAIMERDEFINITIONS

SOURCES

Summary 1 Research Sources

ANALGESICS IN ITALYKEY DATA FINDINGS

2023 DEVELOPMENTS

Analgesics set to benefit from the circulation of influenza and para-flu viruses
Ibuprofen set to be the best performer with sales benefiting from the circulation of milder strains of COVID-19
Topical analgesics suffers from the competition from non-medicated patches but herbal/traditional options provide potential opportunities

PROSPECTS AND OPPORTUNITIES

Analgesics set to see more stable sales, but women’s health opening up possible avenues for growth
Manufacturers expected to focus on adding new positionings and features to help stimulate demand
Growing self-medication culture will sustain category sales but generics unlikely to challenge the established order

CATEGORY DATA

Table 12 Sales of Analgesics by Category: Value 2018-2023
Table 13 Sales of Analgesics by Category: % Value Growth 2018-2023
Table 14 NBO Company Shares of Analgesics: % Value 2019-2023
Table 15 LBN Brand Shares of Analgesics: % Value 2020-2023
Table 16 Forecast Sales of Analgesics by Category: Value 2023-2028
Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2023-2028

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

2023 DEVELOPMENTS

Cough and cold remedies set to benefit from another atypical flu season in 2023/2024
Cough remedies and pharyngeal preparations seeing dynamic growth as coughs and sneezes spread diseases
Antihistamines/allergy remedies (systemic) suffering from a less favourable allergy season with cold and wet weather

PROSPECTS AND OPPORTUNITIES

Growth set to slow down as immunity builds up, while players could look to add value with more convenient formats
Some combination products - cough, cold and allergy (hay fever) remedies and oral decongestants may be impacted as pseudoephedrine comes under scrutiny
Climate change expected to boost demand for antihistamines/allergy remedies (systemic)

CATEGORY DATA

Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2018-2023
Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2018-2023
Table 20 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2019-2023
Table 21 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2020-2023
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2023-2028
Table 23 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2023-2028

DIGESTIVE REMEDIES IN ITALYKEY DATA FINDINGS

2023 DEVELOPMENTS

Supply shortages of Rx products and a return to normality boosts sales of OTC antacids
Laxatives set to see a mild growth, boosted by prices increasing
Increase in travel plans boosting demand for motion sickness remedies and diarrhoeal remedies in 2023

PROSPECTS AND OPPORTUNITIES

A positive outlook for digestive remedies with stress and anxiety likely to play a crucial role
Higher focus on health and prevention could limit growth in digestive remedies
Herbal/traditional digestive remedies set to benefit from growing desire for natural solutions

CATEGORY DATA

Table 24 Sales of Digestive Remedies by Category: Value 2018-2023
Table 25 Sales of Digestive Remedies by Category: % Value Growth 2018-2023
Table 26 NBO Company Shares of Digestive Remedies: % Value 2019-2023
Table 27 LBN Brand Shares of Digestive Remedies: % Value 2020-2023
Table 28 Forecast Sales of Digestive Remedies by Category: Value 2023-2028
Table 29 Forecast Sales of Digestive Remedies by Category: % Value Growth 2023-2028

DERMATOLOGICALS IN ITALYKEY DATA FINDINGS

2023 DEVELOPMENTS

Antifungals benefit from price increases but increased hygiene awareness puts the brakes on volume growth
New normal lifestyles help sustain demand for dermatologicals
Antipruritics benefit from the growing impact of atopic dermatitis and increased exposure to causes of itchiness

PROSPECTS AND OPPORTUNITIES

Limited growth potential due to category maturity and improving hygiene standards
Nappy (diaper) rash treatments expected to suffer due to falling birth rates
Rising stress levels should favour sales of hair loss treatment and antipruritics

CATEGORY DATA

Table 30 Sales of Dermatologicals by Category: Value 2018-2023
Table 31 Sales of Dermatologicals by Category: % Value Growth 2018-2023
Table 32 NBO Company Shares of Dermatologicals: % Value 2019-2023
Table 33 LBN Brand Shares of Dermatologicals: % Value 2020-2023
Table 34 LBN Brand Shares of Hair Loss Treatments: % Value 2020-2023
Table 35 Forecast Sales of Dermatologicals by Category: Value 2023-2028
Table 36 Forecast Sales of Dermatologicals by Category: % Value Growth 2023-2028

NRT SMOKING CESSATION AIDS IN ITALYKEY DATA FINDINGS

2023 DEVELOPMENTS

Smoking prevalence rises curbing the growth of NRT smoking cessation aids
Competition from heated tobacco products and e-cigarettes continues to curb growth
NRT gum remains the most popular format but NRT spray freshens up the market

PROSPECTS AND OPPORTUNITIES

Growth will continue to be curbed by the competition from heated tobacco products
New flavours and formats could bring renewed energy to NRT smoking cessation aids
Government focusing on reducing smoking prevalence
CATEGORY INDICATORS
Table 37 Number of Smokers by Gender 2018-2023

CATEGORY DATA

Table 38 Sales of NRT Smoking Cessation Aids by Category: Value 2018-2023
Table 39 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2018-2023
Table 40 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2019-2023
Table 41 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2020-2023
Table 42 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2023-2028
Table 43 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2023-2028

SLEEP AIDS IN ITALYKEY DATA FINDINGS

2023 DEVELOPMENTS

Sleep aids sees slower growth as the pandemic comes to an end
Italians’ higher awareness of the importance of sleeping in the Post-Covid
ZzzQuil Natura continues to lead backed by successful marketing and new product development

PROSPECTS AND OPPORTUNITIES

Sleep aids expected to see a stabilisation of demand but high levels of stress and anxiety should help to sustain demand
Growing reliance of digital devices expected to impact sleep patterns
Sleep aids expected to benefit from further innovation as players look to capitalise on the strong demand

CATEGORY DATA

Table 44 Sales of Sleep Aids: Value 2018-2023
Table 45 Sales of Sleep Aids: % Value Growth 2018-2023
Table 46 NBO Company Shares of Sleep Aids: % Value 2019-2023
Table 47 LBN Brand Shares of Sleep Aids: % Value 2020-2023
Table 48 Forecast Sales of Sleep Aids: Value 2023-2028
Table 49 Forecast Sales of Sleep Aids: % Value Growth 2023-2028

EYE CARE IN ITALYKEY DATA FINDINGS

2023 DEVELOPMENTS

More time spent in front of digital screen benefits sales of standard eye care
Standard eye care sees new product launches in 2023
Sales of allergy eye care suffer from the impact of the bad weather on seasonal allergies

PROSPECTS AND OPPORTUNITIES

Growing level of digitalisation should favour sales of standard eye care
Standard eye care will benefit from the further ageing of the population
Cases of seasonal allergies expected to increase but allergy eye care likely to face strong competition from other products

CATEGORY DATA

Table 50 Sales of Eye Care by Category: Value 2018-2023
Table 51 Sales of Eye Care by Category: % Value Growth 2018-2023
Table 52 NBO Company Shares of Eye Care: % Value 2019-2023
Table 53 LBN Brand Shares of Eye Care: % Value 2020-2023
Table 54 Forecast Sales of Eye Care by Category: Value 2023-2028
Table 55 Forecast Sales of Eye Care by Category: % Value Growth 2023-2028

WOUND CARE IN ITALYKEY DATA FINDINGS

2023 DEVELOPMENTS

More time spent out-of-home boosts demand for wound care
Increase in surgeries set to boost sales of sticking plasters/adhesive bandages
Pharmacies and grocery retailers continues to dominate, but e-commerce gaining ground

PROSPECTS AND OPPORTUNITIES

Category maturity and falling birth rates likely to impede the growth of wound care
Sticking plasters/adhesive bandages likely to remain the largest and most dynamic category
Polarisation will continue to impact wound care

CATEGORY DATA

Table 56 Sales of Wound Care by Category: Value 2018-2023
Table 57 Sales of Wound Care by Category: % Value Growth 2018-2023
Table 58 NBO Company Shares of Wound Care: % Value 2019-2023
Table 59 LBN Brand Shares of Wound Care: % Value 2020-2023
Table 60 Forecast Sales of Wound Care by Category: Value 2023-2028
Table 61 Forecast Sales of Wound Care by Category: % Value Growth 2023-2028

VITAMINS IN ITALYKEY DATA FINDINGS

2023 DEVELOPMENTS

Multivitamins posting moderate growth with demand shifting to products positioned to boost energy levels
Sales of vitamin C continue to decline due to a lower focus on immunity
Vitamin B benefiting from ageing population and consumers returning to their hectic lifestyles

PROSPECTS AND OPPORTUNITIES

Mixed results expected from vitamins as consumer priorities change
Multivitamins position for general health expected to recover
E-commerce set to continue to gaining share in the distribution of vitamins

CATEGORY DATA

Table 62 Sales of Vitamins by Category: Value 2018-2023
Table 63 Sales of Vitamins by Category: % Value Growth 2018-2023
Table 64 Sales of Multivitamins by Positioning: % Value 2018-2023
Table 65 NBO Company Shares of Vitamins: % Value 2019-2023
Table 66 LBN Brand Shares of Vitamins: % Value 2020-2023
Table 67 Forecast Sales of Vitamins by Category: Value 2023-2028
Table 68 Forecast Sales of Vitamins by Category: % Value Growth 2023-2028

DIETARY SUPPLEMENTS IN ITALYKEY DATA FINDINGS

2023 DEVELOPMENTS

Probiotics set to drive category growth in 2023
As life returns to “normal” Italians demand energy-boosting products
The latest EFSA regulations cast a shadow over dietary supplements to lower cholesterol

PROSPECTS AND OPPORTUNITIES

Category will continue to grow, showing a similar pattern to the pre-pandemic period
Sales of mineral supplements set to be driven by rising temperatures
Interest in immunity and mood/relaxing dietary supplements set to diminish as consumer priorities change

CATEGORY DATA

Table 69 Sales of Dietary Supplements by Category: Value 2018-2023
Table 70 Sales of Dietary Supplements by Category: % Value Growth 2018-2023
Table 71 Sales of Dietary Supplements by Positioning: % Value 2018-2023
Table 72 NBO Company Shares of Dietary Supplements: % Value 2019-2023
Table 73 LBN Brand Shares of Dietary Supplements: % Value 2020-2023
Table 74 Forecast Sales of Dietary Supplements by Category: Value 2023-2028
Table 75 Forecast Sales of Dietary Supplements by Category: % Value Growth 2023-2028

WEIGHT MANAGEMENT AND WELLBEING IN ITALYKEY DATA FINDINGS

2023 DEVELOPMENTS

Meal replacement remains the key growth driver within weight management and wellbeing
Consumers losing faith in the efficacy of weight loss supplements
Supplement nutrition drinks see stable demand despite unit price growth

PROSPECTS AND OPPORTUNITIES

Growing focus on healthier diets and healthy living likely to have a mixed impact on sales of weight management and wellbeing
Meal replacement will remain the most important category despite an expected drop in sales
OTC obesity likely to continue struggling

CATEGORY DATA

Table 76 Sales of Weight Management and Wellbeing by Category: Value 2018-2023
Table 77 Sales of Weight Management and Wellbeing by Category: % Value Growth 2018-2023
Table 78 NBO Company Shares of Weight Management and Wellbeing: % Value 2019-2023
Table 79 LBN Brand Shares of Weight Management and Wellbeing: % Value 2020-2023
Table 80 Forecast Sales of Weight Management and Wellbeing by Category: Value 2023-2028
Table 81 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2023-2028

SPORTS NUTRITION IN ITALYKEY DATA FINDINGS

2023 DEVELOPMENTS

Sports nutrition thriving as the pandemic comes to an end
Unit prices continue to rise providing a further boost to value sales
Sports protein products benefit from the popularity of high-protein food among those looking to lose weight and stay fit

PROSPECTS AND OPPORTUNITIES

Sales expected to benefit from the growing attention of Italians on preventative health and the importance of physical exercise
Retail e-commerce set to remain the most popular distribution channel, but players are looking to reach more channels as demand grows
Sports nutrition set to increasingly target women, while plant-based products continue to receive growing interest

CATEGORY DATA

Table 82 Sales of Sports Nutrition by Category: Value 2018-2023
Table 83 Sales of Sports Nutrition by Category: % Value Growth 2018-2023
Table 84 NBO Company Shares of Sports Nutrition: % Value 2019-2023
Table 85 LBN Brand Shares of Sports Nutrition: % Value 2020-2023
Table 86 Forecast Sales of Sports Nutrition by Category: Value 2023-2028
Table 87 Forecast Sales of Sports Nutrition by Category: % Value Growth 2023-2028

HERBAL/TRADITIONAL PRODUCTS IN ITALYKEY DATA FINDINGS

2023 DEVELOPMENTS

Herbal/traditional cough and cold remedies benefiting from high number of cases of cold and flu
Herbal/traditional digestive remedies thriving as consumers return to their old pre-pandemic lifestyle habits
Herbal/traditional sleep aids see more stable demand after the pandemic highs

PROSPECTS AND OPPORTUNITIES

Sales of herbal/traditional cough, cold and allergy (hay fever) remedies projected to decline as consumers restore their immunity levels
Manufacturers of OTC products expected to branch out into herbal/traditional products
Herbal/traditional dietary supplements set to face increasing competition from non-herbal/traditional options

CATEGORY DATA

Table 88 Sales of Herbal/Traditional Products by Category: Value 2018-2023
Table 89 Sales of Herbal/Traditional Products by Category: % Value Growth 2018-2023
Table 90 NBO Company Shares of Herbal/Traditional Products: % Value 2019-2023
Table 91 LBN Brand Shares of Herbal/Traditional Products: % Value 2020-2023
Table 92 Forecast Sales of Herbal/Traditional Products by Category: Value 2023-2028
Table 93 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2023-2028

PAEDIATRIC CONSUMER HEALTH IN ITALYKEY DATA FINDINGS

2023 DEVELOPMENTS

Paediatric analgesics set to benefit from another tough flu season in 2023/2024
Sales of paediatric cough/cold remedies boosted by the demand for pharyngeal preparations
Paediatric vitamins and dietary supplements continues to benefit from the demand of paediatric probiotics

PROSPECTS AND OPPORTUNITIES

Paediatric vitamins and dietary supplements set to see new product launches and to drive growth
Sales of paediatric analgesics and paediatric cold/cough remedies set to be impacted by children restoring their immunity levels
Falling birth rates expected to curb demand for nappy (diaper) rash treatments

CATEGORY DATA

Table 94 Sales of Paediatric Consumer Health by Category: Value 2018-2023
Table 95 Sales of Paediatric Consumer Health by Category: % Value Growth 2018-2023
Table 96 NBO Company Shares of Paediatric Consumer Health: % Value 2019-2023
Table 97 LBN Brand Shares of Paediatric Consumer Health: % Value 2020-2023
Table 98 Forecast Sales of Paediatric Consumer Health by Category: Value 2023-2028
Table 99 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2023-2028

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