Consumer Health in Italy

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

• Consumer health in 2024: The big picture
• 2024 key trends
• Competitive landscape
• Retailing developments
• What next for consumer health?

MARKET INDICATORS

• Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2019-2024
• Table 2 Life Expectancy at Birth 2019-2024

MARKET DATA

• Table 3 Sales of Consumer Health by Category: Value 2019-2024
• Table 4 Sales of Consumer Health by Category: % Value Growth 2019-2024
• Table 5 NBO Company Shares of Consumer Health: % Value 2020-2024
• Table 6 LBN Brand Shares of Consumer Health: % Value 2021-2024
• Table 7 Penetration of Private Label in Consumer Health by Category: % Value 2019-2024
• Table 8 Distribution of Consumer Health by Format: % Value 2019-2024
• Table 9 Distribution of Consumer Health by Format and Category: % Value 2024
• Table 10 Forecast Sales of Consumer Health by Category: Value 2024-2029
• Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2024-2029

APPENDIX

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

DISCLAIMER

DEFINITIONS

SOURCES

• Summary 1 Research Sources

ANALGESICS IN ITALY

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Unexpectedly short flu season stalls analgesics sales
• Ibuprofen's broad appeal fuels growth despite unusual flu season driven by quick release formulations
• Topical analgesics/anaesthetic continues to suffer from the poor performance of patches and competition from non-medicated options.

PROSPECTS AND OPPORTUNITIES

• Chronic pain treatment as an opportunity for analgesics despite competition from non-pharmacological alternatives
• Women's health focus to drive growth for specifically targeted analgesics
• Topical analgesics/anaesthetic category to shift to more comfortable formats and better user experience

CATEGORY DATA

• Table 12 Sales of Analgesics by Category: Value 2019-2024
• Table 13 Sales of Analgesics by Category: % Value Growth 2019-2024
• Table 14 NBO Company Shares of Analgesics: % Value 2020-2024
• Table 15 LBN Brand Shares of Analgesics: % Value 2021-2024
• Table 16 Forecast Sales of Analgesics by Category: Value 2024-2029
• Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2024-2029

COUGH, COLD AND ALLERGY (HAY FEVER) REMEDIES IN ITALY

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Short flu season and early summer hinder cough and cold remedy sales
• Nasal decongestants sees decline as disinvestment fuels shift to natural, isotonic options
• Antihistamines sales surge due to early spring

PROSPECTS AND OPPORTUNITIES

• Natural remedies on the rise as propolis and echinacea challenge standard cough and cold drugs
• E-commerce requires engaging strategies for cough and cold remedies amidst scepticism and demand for speedy relief
• Government renews free flu vaccination campaign for high-risk groups, while information on medicines containing pseudoephedrine is updated

CATEGORY DATA

• Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2019-2024
• Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2019-2024
• Table 20 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2020-2024
• Table 21 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2021-2024
• Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2024-2029
• Table 23 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2024-2029

DIGESTIVE REMEDIES IN ITALY

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Laxatives drives digestive remedies in Italy with osmotic products gaining traction amongst ageing population and remote workers
• Antacids sees moderate growth as ageing population and unhealthy habits take over
• Travellers' sickness remedies benefit from dual boost of inbound and outbound tourism

PROSPECTS AND OPPORTUNITIES

• The digestive remedies category is set to adapt to wellness trend and new generations' needs
• Antacids category can expand by targeting growing reflux concerns
• Price conscious seniors may rethink digestive remedies spending as they face economic uncertainty

CATEGORY DATA

• Table 24 Sales of Digestive Remedies by Category: Value 2019-2024
• Table 25 Sales of Digestive Remedies by Category: % Value Growth 2019-2024
• Table 26 NBO Company Shares of Digestive Remedies: % Value 2020-2024
• Table 27 LBN Brand Shares of Digestive Remedies: % Value 2021-2024
• Table 28 Forecast Sales of Digestive Remedies by Category: Value 2024-2029
• Table 29 Forecast Sales of Digestive Remedies by Category: % Value Growth 2024-2029

DERMATOLOGICALS IN ITALY

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Dermatologicals category slows down after price hikes, lacking growth drivers in the post-COVID-19 era
• Early heat fuels antihistamines boom as Italians seek relief outdoors after pandemic
• Stress and alopecia amongst young people drive hair loss market with minoxidil holding strong despite the rising natural trend

PROSPECTS AND OPPORTUNITIES

• Children's dermatological products see continued decline due to progressively falling birth rates
• Minoxidil and ketoconazole based products will continue to thrive as stress fuels growth in anti-dandruff and scalp care in Italy
• Cosmetics increasingly challenging OTC dermatologicals and blurring lines for sensitive skin and hair loss products

CATEGORY DATA

• Table 30 Sales of Dermatologicals by Category: Value 2019-2024
• Table 31 Sales of Dermatologicals by Category: % Value Growth 2019-2024
• Table 32 NBO Company Shares of Dermatologicals: % Value 2020-2024
• Table 33 LBN Brand Shares of Dermatologicals: % Value 2021-2024
• Table 34 LBN Brand Shares of Hair Loss Treatments: % Value 2021-2024
• Table 35 Forecast Sales of Dermatologicals by Category: Value 2024-2029
• Table 36 Forecast Sales of Dermatologicals by Category: % Value Growth 2024-2029

NRT SMOKING CESSATION AIDS IN ITALY

KEY DATA FINDINGS

2024 DEVELOPMENTS

• In a shrinking NRT smoking cessation aids market, sprays are seen as an innovation opportunity to limit decline
• Affordable prescription alternatives drive shift in smoking cessation behaviour, putting additional pressure on NRT products
• New tobacco alternatives increasingly gaining traction amongst consumers, posing a further threat to NRT smoking cessation aids

PROSPECTS AND OPPORTUNITIES

• Potential restrictions on e-cigarettes and heated tobacco could open the door for NRT smoking cessation aids rebound
• Economic downturn weakens NRT smoking cessation aids as consumers prioritise essential spending and explore alternative smoking cessation approaches
• Newly approved nicotine pouches threaten Italian NRT smoking cessation aids category with lower prices, new flavours, and appeal to younger smokers

CATEGORY INDICATORS

• Table 37 Number of Smokers by Gender 2019-2024

CATEGORY DATA

• Table 38 Sales of NRT Smoking Cessation Aids by Category: Value 2019-2024
• Table 39 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2019-2024
• Table 40 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2020-2024
• Table 41 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2021-2024
• Table 42 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2024-2029
• Table 43 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2024-2029

SLEEP AIDS IN ITALY

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Sleep aids category stabilises as post-pandemic calmness lowers demand and economic factors drive growth of reimbursed options
• Market consolidation sees small players exiting and major brands investing in R&D and more appealing formats
• Melatonin mainstay faces challenge from rise of traditional and natural Ingredients like chamomile and valerian

PROSPECTS AND OPPORTUNITIES

• Growing elderly population will drive demand for sleep disorder solutions
• Post-pandemic wellness trend threatens traditional sleep aids as consumers embrace preventive measures for better sleep
• Natural ingredients and niche products offer potential to expand the market beyond traditional users, targeting gamers, women's specific needs and remote workers

CATEGORY DATA

• Table 44 Sales of Sleep Aids: Value 2019-2024
• Table 45 Sales of Sleep Aids: % Value Growth 2019-2024
• Table 46 NBO Company Shares of Sleep Aids: % Value 2020-2024
• Table 47 LBN Brand Shares of Sleep Aids: % Value 2021-2024
• Table 48 Forecast Sales of Sleep Aids: Value 2024-2029
• Table 49 Forecast Sales of Sleep Aids: % Value Growth 2024-2029

EYE CARE IN ITALY

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Early spring allergies prompt eye care sales growth, but artificial tears retains lead in the category
• Ageing population and digital habits lead to dry eye issues fostering demand for eye care products
• Contact lens surge drives demand for eye hygiene and moisture products

PROSPECTS AND OPPORTUNITIES

• Ageing population trend in Italy expected to increase demand for anti-degenerative supplements and senior-oriented eye care solutions
• Elevated air pollution levels in Italy poised to drive demand for protective eye care products
• Increasingly active lifestyles in Italy expected to drive demand for sport-specific and allergy relief eye care products

CATEGORY DATA

• Table 50 Sales of Eye Care by Category: Value 2019-2024
• Table 51 Sales of Eye Care by Category: % Value Growth 2019-2024
• Table 52 NBO Company Shares of Eye Care: % Value 2020-2024
• Table 53 LBN Brand Shares of Eye Care: % Value 2021-2024
• Table 54 Forecast Sales of Eye Care by Category: Value 2024-2029
• Table 55 Forecast Sales of Eye Care by Category: % Value Growth 2024-2029

WOUND CARE IN ITALY

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Italian wound care category sees slow growth with sustainability emerging as differentiator
• Surgical backlog fuels recovery in post-operative adhesive bandages category
• Growing focus on sports and outdoor activities drives demand for general purpose sticking plasters

PROSPECTS AND OPPORTUNITIES

• Consumer focus on price in wound care may hinder future growth due to focus on private label products
• Supermarkets and e-commerce poised for growth in Italy's price-driven wound care category
• Demographic shift in Italy can drive innovation focusing on senior-oriented wound care solutions

CATEGORY DATA

• Table 56 Sales of Wound Care by Category: Value 2019-2024
• Table 57 Sales of Wound Care by Category: % Value Growth 2019-2024
• Table 58 NBO Company Shares of Wound Care: % Value 2020-2024
• Table 59 LBN Brand Shares of Wound Care: % Value 2021-2024
• Table 60 Forecast Sales of Wound Care by Category: Value 2024-2029
• Table 61 Forecast Sales of Wound Care by Category: % Value Growth 2024-2029

VITAMINS IN ITALY

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Single vitamins sees vitamin B grow as hectic lifestyles counteract vitamin C's post-pandemic decline
• Consumers' lifestyle approach and preference for personalised supplements hinders development of multivitamins
• Price and convenience drive e-commerce growth in vitamins, but pharmacies remain go-to places for personalised advice

PROSPECTS AND OPPORTUNITIES

• Vitamin B supplements could emerge as preventive measure for cognitive decline in Italy's ageing population
• Gummy and colloid vitamins could become a major trend by meeting consumer demand for convenience and easy intake
• E-commerce set to attract price conscious consumers

CATEGORY DATA

• Table 62 Sales of Vitamins by Category: Value 2019-2024
• Table 63 Sales of Vitamins by Category: % Value Growth 2019-2024
• Table 64 Sales of Multivitamins by Positioning: % Value 2019-2024
• Table 65 NBO Company Shares of Vitamins: % Value 2020-2024
• Table 66 LBN Brand Shares of Vitamins: % Value 2021-2024
• Table 67 Forecast Sales of Vitamins by Category: Value 2024-2029
• Table 68 Forecast Sales of Vitamins by Category: % Value Growth 2024-2029

DIETARY SUPPLEMENTS IN ITALY

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Probiotics category matures as gut health awareness remains strong despite milder flu season
• Women's focus on "beauty from within" drives demand for supplements promoting general health and visible wellbeing.
• Economic uncertainty drives value conscious consumer shift towards cost effective and multifunctional supplements

PROSPECTS AND OPPORTUNITIES

• Targeted solutions and holistic wellbeing to fuel future growth In the Italian dietary supplements category
• Italian dietary supplements category prioritises longevity solutions targeting brain health, bone support, and convenient formats for ageing population
• Minerals poised for expansion with year-round focus and consumer education

CATEGORY DATA

• Table 69 Sales of Dietary Supplements by Category: Value 2019-2024
• Table 70 Sales of Dietary Supplements by Category: % Value Growth 2019-2024
• Table 71 Sales of Dietary Supplements by Positioning: % Value 2019-2024
• Table 72 NBO Company Shares of Dietary Supplements: % Value 2020-2024
• Table 73 LBN Brand Shares of Dietary Supplements: % Value 2021-2024
• Table 74 Forecast Sales of Dietary Supplements by Category: Value 2024-2029
• Table 75 Forecast Sales of Dietary Supplements by Category: % Value Growth 2024-2029

WEIGHT MANAGEMENT AND WELLBEING IN ITALY

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Weight loss supplements face continued decline amidst consumer scepticism and evolving preferences
• Italian consumers embrace on-the-go meal replacement amidst economic challenges
• Blurred lines with infusions and perceived inefficacy challenge slimming teas growth

PROSPECTS AND OPPORTUNITIES

• Supplement nutrition drinks set to emerge as key solution for Italy's ageing population
• Weight management and wellbeing needs a rethink as consumers embrace tailored solutions and professional guidance
• Weight management faces erosion as sports nutrition and protein-enriched foods align with wellness goals

CATEGORY DATA

• Table 76 Sales of Weight Management and Wellbeing by Category: Value 2019-2024
• Table 77 Sales of Weight Management and Wellbeing by Category: % Value Growth 2019-2024
• Table 78 NBO Company Shares of Weight Management and Wellbeing: % Value 2020-2024
• Table 79 LBN Brand Shares of Weight Management and Wellbeing: % Value 2021-2024
• Table 80 Forecast Sales of Weight Management and Wellbeing by Category: Value 2024-2029
• Table 81 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2024-2029

SPORTS NUTRITION IN ITALY

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Growing interest in sporting activities contributes to the sustained growth of sports nutrition despite consumers paying higher prices
• Protein powders embrace premiumisation and targeted innovation through e-commerce channels
• Consumers prioritise flexibility and value over convenience, hindering RTD protein growth

PROSPECTS AND OPPORTUNITIES

• Rising popularity of high protein foods could impact sports nutrition growth
• Emerging sporting disciplines will fuel growth in non-protein sports nutrition with focus on energy, hydration, and recovery
• Sports nutrition players can keep leveraging major events for brand awareness and market expansion

CATEGORY DATA

• Table 82 Sales of Sports Nutrition by Category: Value 2019-2024
• Table 83 Sales of Sports Nutrition by Category: % Value Growth 2019-2024
• Table 84 NBO Company Shares of Sports Nutrition: % Value 2020-2024
• Table 85 LBN Brand Shares of Sports Nutrition: % Value 2021-2024
• Table 86 Forecast Sales of Sports Nutrition by Category: Value 2024-2029
• Table 87 Forecast Sales of Sports Nutrition by Category: % Value Growth 2024-2029

HERBAL/TRADITIONAL PRODUCTS IN ITALY

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Herbal/traditional dietary supplements category navigates accessible healthcare and cost-conscious consumers in the post-COVID-19 period
• Herbal/traditional products sees fluctuations in stress-related products, while cognitive support soars
• Fragmented competitive landscape as consumers show trust in small, family-run businesses

PROSPECTS AND OPPORTUNITIES

• Natural trend set to see further development as Italian consumers seek herbal options across multiple segments
• Pharmaceutical companies increasingly leveraging herbal lines to compete in expanding wellness market
• Economic downturn could create landscape for growth as consumers seek budget-friendly natural solutions.

CATEGORY DATA

• Table 88 Sales of Herbal/Traditional Products by Category: Value 2019-2024
• Table 89 Sales of Herbal/Traditional Products by Category: % Value Growth 2019-2024
• Table 90 NBO Company Shares of Herbal/Traditional Products: % Value 2020-2024
• Table 91 LBN Brand Shares of Herbal/Traditional Products: % Value 2021-2024
• Table 92 Forecast Sales of Herbal/Traditional Products by Category: Value 2024-2029
• Table 93 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2024-2029

PAEDIATRIC CONSUMER HEALTH IN ITALY

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Paediatric consumer health navigates unexpected flu season, prioritising skin care and sustained demand for vitamins
• Paediatric vitamins and dietary supplements thrive on parental trust and evolving doctor recommendations
• Compelling product presentations are key to unlocking doctor advocacy and market growth

PROSPECTS AND OPPORTUNITIES

• Paediatric consumer health to prioritise innovation and portfolio adjustments to offset impact of decline in birth rate
• Paediatric supplements have room to expand and address new mental wellbeing needs
• Vitamins and dietary supplements of organic origin set to be adopted by parents and paediatricians for the wellbeing of children

CATEGORY DATA

• Table 94 Sales of Paediatric Consumer Health by Category: Value 2019-2024
• Table 95 Sales of Paediatric Consumer Health by Category: % Value Growth 2019-2024
• Table 96 NBO Company Shares of Paediatric Consumer Health: % Value 2020-2024
• Table 97 LBN Brand Shares of Paediatric Consumer Health: % Value 2021-2024
• Table 98 Forecast Sales of Paediatric Consumer Health by Category: Value 2024-2029
• Table 99 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2024-2029