Consumer Health in Italy
Consumer health in 2023: The big picture
What next for consumer health?
Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2018-2023
Table 2 Life Expectancy at Birth 2018-2023
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
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Summary 1 Research Sources
Analgesics in Italy
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
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
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
Sleep Aids in Italy
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
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
Table 18 Sales of Sleep Aids: Value 2018-2023
Table 19 Sales of Sleep Aids: % Value Growth 2018-2023
Table 20 NBO Company Shares of Sleep Aids: % Value 2019-2023
Table 21 LBN Brand Shares of Sleep Aids: % Value 2020-2023
Table 22 Forecast Sales of Sleep Aids: Value 2023-2028
Table 23 Forecast Sales of Sleep Aids: % Value Growth 2023-2028
Cough, Cold and Allergy (Hay Fever) Remedies in Italy
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
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)
Table 24 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2018-2023
Table 25 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2018-2023
Table 26 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2019-2023
Table 27 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2020-2023
Table 28 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2023-2028
Table 29 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2023-2028
Dermatologicals in Italy
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
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
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
Digestive Remedies in Italy
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
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
Table 37 Sales of Digestive Remedies by Category: Value 2018-2023
Table 38 Sales of Digestive Remedies by Category: % Value Growth 2018-2023
Table 39 NBO Company Shares of Digestive Remedies: % Value 2019-2023
Table 40 LBN Brand Shares of Digestive Remedies: % Value 2020-2023
Table 41 Forecast Sales of Digestive Remedies by Category: Value 2023-2028
Table 42 Forecast Sales of Digestive Remedies by Category: % Value Growth 2023-2028
Eye Care in Italy
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
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
Table 43 Sales of Eye Care by Category: Value 2018-2023
Table 44 Sales of Eye Care by Category: % Value Growth 2018-2023
Table 45 NBO Company Shares of Eye Care: % Value 2019-2023
Table 46 LBN Brand Shares of Eye Care: % Value 2020-2023
Table 47 Forecast Sales of Eye Care by Category: Value 2023-2028
Table 48 Forecast Sales of Eye Care by Category: % Value Growth 2023-2028
NRT Smoking Cessation Aids in Italy
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
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
Table 49 Number of Smokers by Gender 2018-2023
Table 50 Sales of NRT Smoking Cessation Aids by Category: Value 2018-2023
Table 51 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2018-2023
Table 52 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2019-2023
Table 53 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2020-2023
Table 54 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2023-2028
Table 55 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2023-2028
Wound Care in Italy
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
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
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
Sports Nutrition in Italy
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
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
Table 62 Sales of Sports Nutrition by Category: Value 2018-2023
Table 63 Sales of Sports Nutrition by Category: % Value Growth 2018-2023
Table 64 NBO Company Shares of Sports Nutrition: % Value 2019-2023
Table 65 LBN Brand Shares of Sports Nutrition: % Value 2020-2023
Table 66 Forecast Sales of Sports Nutrition by Category: Value 2023-2028
Table 67 Forecast Sales of Sports Nutrition by Category: % Value Growth 2023-2028
Dietary Supplements in Italy
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
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
Table 68 Sales of Dietary Supplements by Category: Value 2018-2023
Table 69 Sales of Dietary Supplements by Category: % Value Growth 2018-2023
Table 70 Sales of Dietary Supplements by Positioning: % Value 2018-2023
Table 71 NBO Company Shares of Dietary Supplements: % Value 2019-2023
Table 72 LBN Brand Shares of Dietary Supplements: % Value 2020-2023
Table 73 Forecast Sales of Dietary Supplements by Category: Value 2023-2028
Table 74 Forecast Sales of Dietary Supplements by Category: % Value Growth 2023-2028
Vitamins in Italy
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
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
Table 75 Sales of Vitamins by Category: Value 2018-2023
Table 76 Sales of Vitamins by Category: % Value Growth 2018-2023
Table 77 Sales of Multivitamins by Positioning: % Value 2018-2023
Table 78 NBO Company Shares of Vitamins: % Value 2019-2023
Table 79 LBN Brand Shares of Vitamins: % Value 2020-2023
Table 80 Forecast Sales of Vitamins by Category: Value 2023-2028
Table 81 Forecast Sales of Vitamins by Category: % Value Growth 2023-2028
Weight Management and Wellbeing in Italy
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
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
Table 82 Sales of Weight Management and Wellbeing by Category: Value 2018-2023
Table 83 Sales of Weight Management and Wellbeing by Category: % Value Growth 2018-2023
Table 84 NBO Company Shares of Weight Management and Wellbeing: % Value 2019-2023
Table 85 LBN Brand Shares of Weight Management and Wellbeing: % Value 2020-2023
Table 86 Forecast Sales of Weight Management and Wellbeing by Category: Value 2023-2028
Table 87 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2023-2028
Herbal/Traditional Products in Italy
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
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
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 Italy
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
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
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