Consumer Health in 2025: The big picture
In 2025, consumer health in Italy continued to record modest value growth, supported by several factors across the main categories. The OTC segment was largely driven by a general increase in prices providing a lift to value sales. The unusually severe flu season, which peaked in January, had a significant impact on demand for cough and cold products, analgesics and paediatric solutions. In vitamin and dietary supplements, value growth remained in line with the country's positive historical trajectory. However, there was growing interest in combination products, such as multivitamins, compared to single-ingredient supplements. This trend is attributable both to greater convenience in terms of intake and daily management of supplementation, and a return to normal consumption patterns following the pandemic boost. Consumers have rationalised buying behaviour and simplified their supplementation choices. Weight management, on the other hand, continues to show stagnant performance, reflecting the greater propensity among Italian consumers to manage their weight through exercise and a balanced diet rather than through specific supplements. Nutritional supplement drinks is still showing positive signs, supported by the progressive ageing of the Italian population, which is fuelling demand for practical and targeted nutritional solutions. As for sports nutrition, the sector has resumed growth, albeit at a more moderate pace than in previous years. Financial strife has led consumers to rationalise purchases, with more careful product selections weighing on category performance. Of note is the very positive performance of non-protein supplements, particularly creatine, which has become the preferred choice for many sports consumers.
Key trends in 2025
The ageing Italian population is causing profound and structural changes in the consumer health market, influencing both demand patterns and company strategies. The steady decline in birth rates and Italy’s ageing population is shifting the market's focus towards specific solutions for the elderly. Indeed, the over-65s now represent the largest demographic group in terms of numbers and needs. Beyond the growth of certain OTC sectors that specifically address these needs, such as analgesics for chronic pain management and dermatological health products for dry and fragile skin, it is vitamins and dietary supplements that is benefiting most from this trend. Here, growth is shaped by increasingly diverse demand patterns and growing attention to healthy ageing, which places well-being and prevention at the centre of the senior population's consumption choices. Multivitamins and combination products are preferred for their convenience, while specific supplements such as minerals (calcium, magnesium), omega 3, probiotics, and vitamins D and B12, meet the nutritional needs of the elderly whilst preventing any nutrient deficiencies. Probiotics and supplements for bone and joint health, such as glutamine, are becoming increasingly important as they help maintain mobility and reduce the risk of degenerative joint diseases, which are fundamental aspects of active and healthy ageing. Similarly, ginkgo biloba-based products are increasingly in demand for cognitive support, responding to the need to counteract age-related mental decline and improve the quality of life among older people.
Competitive landscape
In 2025, Haleon Italy Srl reaffirmed its position as the undisputed leader in Italian consumer health thanks to its widespread presence, portfolio of leading brands, and effective innovation and communications strategy. The company holds a leading position in both over the counter (OTC) and dietary supplements, thanks to iconic brands such as Voltaren and Rinazina in the OTC and oral care sectors, and Multicentrum, Polase, and BeTotal in vitamins, minerals, and supplements. The company has successfully leveraged these power brands with high-impact advertising campaigns, such as the promotion of VoltaNatura with former soccer player Alessandro Del Piero, and engagement initiatives such as the “BeTotal ti premia” campaign, which strengthens the emotional bond with consumers and encourages loyalty. On the innovation front, Haleon Italy has focused on products increasingly tailored to the emerging needs of the Italian population, such as advanced formulations for oral health, specific supplements for everyday well-being, and self-medication solutions that respond to trends in healthy ageing and prevention. In March 2025, Haleon Italy developed the third RoundTable “Objective: Haleon - Self-care, active ageing, and new models for quality of life,” where the company involved institutions, trade associations, and strategic partners to discuss and promote concrete solutions on crucial issues such as prevention, innovation in healthcare and digitalisation.
Channel developments
In the Italian consumer health landscape, pharmacies remain the key channel for both OTC products and dietary supplements, thanks to a unique combination of regulatory, professional, and cultural factors. From a legislative standpoint, Italian law requires that most over-the-counter medicines and many supplements with specific health claims be sold exclusively in pharmacies or parapharmacies, thus ensuring strict control over product quality, safety, and traceability. This regulatory framework translates into concrete protection for consumers, who find pharmacies to be a reliable environment that complies with the highest standards. In addition to the legal aspect, the role of the pharmacist as an expert advisor is a distinctive and strategic element. Pharmacists are perceived as authoritative and accessible, capable of offering personalised advice that goes far beyond simply dispensing products. In Italy, the relationship of trust between customer and pharmacist is deep-rooted and historic, fuelled by the custom of turning to this professional for daily health management, prevention, and to inform the choice of supplements best suited to one's needs. This direct relationship encourages greater adherence to recommendations and more informed use of products, especially in sensitive areas such as self-medication and supplementation. Finally, the widespread network of Italian pharmacies represents a further competitive advantage. The widespread presence of pharmacies, even in small towns and rural areas, ensures accessibility and proximity, which are fundamental elements in a country characterised by a heterogeneous demographic distribution.
What next for Consumer Health?
During the forecast period, consumer health in Italy is expected to grow at a much slower pace overall, although different dynamics will be observed across various categories. OTC products will continue to be driven mainly by price increases rather than volume growth, which is gradually declining. The lower frequency of visits to pharmacies, due to changes in purchasing habits and greater rationalisation of visits, will lead to a decline in volumes, although possible fluctuations linked to seasonal flu and allergies could temporarily boost demand. Vitamins and dietary supplements, on the other hand, are expected to grow steadily, supported by an increasingly preventive approach to health and a well-established habit of supplementation, reinforced by the advice of doctors and pharmacists. Sports nutrition is expected to see growth slow after years of strong expansion, due to increasing competition from high-protein foods such as yogurt and functional snacks, as well as market saturation and greater consumer attention to spending. Weight management will continue to face declining sales, in line with recent years, driven by growing consumer preference for natural and personalised approaches to weight management, such as physical activity and a balanced diet.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Health industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Analgesics
- Cough, Cold and Allergy Remedies
- Digestive Remedies
- Dermatologicals
- NRT Smoking Cessation Aids
- Sleep Aids
- Eye Care
- Wound Care
- Vitamins
- Dietary Supplements
- Weight Management
- Sports Nutrition
- Herbal/Traditional Products
- Paediatric Consumer Health
If you're in the Consumer Health industry in Italy, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Consumer Health in Italy report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Consumer Health in Italy?
- Which are the leading brands in Consumer Health in Italy?
- How are products distributed in Consumer Health in Italy?
- How has the regulatory and operating environment for Consumer Health changed in Italy?
- How are considerations such as stress, self-medication and shifting consumer lifestyles shaping demand for Consumer Health
- How significant are wider health concerns and consumer awareness in determining sales?
- Where is future growth expected to be most dynamic?
Consumer Health in Italy
Consumer Health in 2025: The big picture
Key trends in 2025
Competitive landscape
Channel developments
What next for Consumer Health?
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
DISCLAIMER
DEFINITIONS
Analgesics in Italy
KEY DATA FINDINGS
High incidence of flu boosts demand for analgesics
Market share is concentrated among top two players
Pharmacies are the ‘go-to’ channel for analgesics
Maturity of the analgesics category offers limited scope for future growth
Innovation to focus on fast-acting formulas and products for women
Sustainability agenda will shape corporate strategy
Sleep Aids in Italy
KEY DATA FINDINGS
Sleep aids confirm solid growth potential
Procter & Gamble Italia SpA enjoys a stable position in sleep aids
Pharmacies are the preferred channel for sleep aids
Solid consumer demand for sleep aids
Technological advances in sleep monitoring raises awareness of sleep issues
Rising demand for sleep aids containing natural ingredients
Cough, Cold and Allergy (Hay Fever) Remedies in Italy
KEY DATA FINDINGS
Strong flu season boosts demand for cough and cold remedies
Opella Healthcare Italy leverages heritage and marketing investment to increase share
Retail e-commerce share rises amid extended flu season
Seasonality will remain the most decisive variable shaping category performance
Growing demands for natural remedies to spur developments using plant ingredients
Players are embracing corporate social responsibility and sustainability initiatives
Dermatologicals in Italy
KEY DATA FINDINGS
Mixed performance in dermatologicals
Bayer SpA maintains solid lead in dermatologicals
Pharmacies attract consumers with professional advice and detailed product knowledge
Antipruritics and hair loss treatments to outperform other categories
External threats posed from skincare and food supplements
Evolution of pharmacy channel offers growth potential
Digestive Remedies in Italy
KEY DATA FINDINGS
Stressful modern lifestyles and ageing population drives strong sales of digestive remedies
Opella Healthcare Italy leverages leading position with portfolio of well-known brands
Pharmacies lead as main choice for ageing population whilst younger generations opt to buy online
Promising outlook for digestive remedies
Product developments to centre on fast-acting formulas, convenience and discretion
Holistic approach to wellbeing brings plant ingredients into mainstream product development
Eye Care in Italy
KEY DATA FINDINGS
Growing need for standard eye care among multiple demographics
Recordati SpA leads with broad portfolio covering major segments
Pharmacists play key advisory role in eye care
Promising growth lies ahead for eye care
Digital technologies and automation will fuel the innovation pipeline
Natural and clean ingredients are higher on priority list
NRT Smoking Cessation Aids in Italy
KEY DATA FINDINGS
Threat of substitutes continues to depress sales
Johnson & Johnson SpA reaffirms it leadership position
Pharmacy channel leads with advice and vital support a key advantage
Further decline is anticipated for overall category
Innovations may help to slow decline in NRT smoking cessation aids
Opportunities to reposition could help to change perceptions
Wound Care in Italy
KEY DATA FINDINGS
Wound care achieves stability in 2025
Private label continues to gain traction in wound care
Pharmacy share is eroded in competitive retail landscape
Stable outlook for wound care
Niche segments give players scope to innovate
Sustainability strategies set to gain traction in wound care
Sports Nutrition in Italy
KEY DATA FINDINGS
Strong growth momentum continues in sports nutrition
Enervit SpA extends lead in highly competitive landscape
E-commerce channel extends its lead in sports nutrition
Robust outlook in a maturing category
Women present a key target audience due to diverse needs
Limitations prevail given poor access to sports among some demographics and regions
Dietary Supplements in Italy
KEY DATA FINDINGS
Strong performance for dietary supplements as they are integrated into daily routines
Aboca SpA leads in fragmented competitive landscape
Pharmacies maintain a solid position
Bright outlook for dietary supplements spurred by Italy’s ageing population
Innovative formulations will come to the fore
Natural ingredients and sustainability will remain high on the strategic agenda
Vitamins in Italy
KEY DATA FINDINGS
Price increases support value growth as purchasing patterns normalise post-pandemic
Bayer SpA maintains a strong position with category leading Supradyn brand
Pharmacies is the preferred channel
Slow and steady value growth lies ahead for vitamins
Functional benefits are tailored to specific audiences
Greater diversity of vitamin formats will meet diverse consumer needs
Weight Management and Wellbeing in Italy
KEY DATA FINDINGS
Healthier approach to living stifles demand for weight management and wellbeing products
Herbalife Italia’s lead is supported by multi-channel distribution strategy
Pharmacies are key channel for nutritional supplement drinks
Limited growth prospects amid profound shifts in weight loss strategies
Self-acceptance and adoption of holistic wellness presents major threat to weight loss brands
Weight loss injections are expressly prohibited for aesthetic weight loss purposes
Herbal/Traditional Products in Italy
KEY DATA FINDINGS
Growth stabilises following pandemic boost
Aboca SpA extends its leading position over competition
High levels of trust and deep-rooted shopping habits attract consumers to pharmacy channel
Stable yet positive outlook for herbal/traditional products
Italy’s ageing population presents opportunities for new product development
Herbal/traditional digestive remedies present significant growth opportunities
Paediatric Consumer Health in Italy
KEY DATA FINDINGS
Flu epidemic boosts sales of paediatric consumer health
Tachipirina holds strong competitive advantage as trusted brand among parents
Grocery retailers gain share with parapharmacy corners in-store
Low birth rates will push volume sales back into decline
Natural products and phyto-therapeutic products should atttract parents
Policies to support birth rate are likely to have a limited impact
The following categories and subcategories are included:
Consumer Health
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- Adult Mouth Care
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- Adult Acetaminophen
- Adult Aspirin
- Adult Combination Products - Analgesics
- Adult Diclofenac
- Adult Dipyrone
- Adult Ibuprofen
- Adult Ketoprofen
- Adult Naproxen
- Adult OTC Triptans
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- Paediatric Acetaminophen
- Paediatric Aspirin
- Paediatric Combination Products - Analgesics
- Paediatric Dipyrone
- Paediatric Ibuprofen
- Paediatric Naproxen
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- Acetaminophen
- Aspirin
- Combination Products - Analgesics
- Diclofenac
- Dipyrone
- Ibuprofen
- Ketoprofen
- Naproxen
- OTC Triptans
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- Topical Analgesics/Anaesthetic
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- Sleep Aids
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- Antihistamines/Allergy Remedies (Systemic)
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- Paediatric Allergy Remedies
- Paediatric Cough/Cold Remedies
- Combination Products - Cough, Cold and Allergy (Hay Fever) Remedies
- Cough Remedies
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- Nasal Sprays
- Oral Decongestants
- Inhalant Decongestants
- Decongestant Rubs
- Nasal Decongestant Drops
- Nasal Decongestant Plasters
- Medicated Confectionery
- Pharyngeal Preparations
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- Medicated Shampoos
- Topical Antifungals
- Vaginal Antifungals
- Hair Loss Treatments
- Nappy (Diaper) Rash Treatments
- Antiparasitics/Lice (Head and Body) Treatments
- Antipruritics
- Cold Sore Treatments
- Haemorrhoid Treatments
- Paediatric Dermatologicals
- Topical Allergy Remedies/Antihistamines
- Topical Germicidals/Antiseptics
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- Paediatric Diarrhoeal Remedies
- Paediatric Indigestion and Heartburn Remedies
- Paediatric Laxatives
- Paediatric Motion Sickness Remedies
- Diarrhoeal Remedies
- IBS Treatments
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- Antacids
- Antiflatulents
- Digestive Enzymes
- H2 Blockers
- Proton Pump Inhibitors
- Laxatives
- Motion Sickness Remedies
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- Emergency Contraception
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- Allergy Eye Care
- Standard Eye Care
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- NRT Gum
- NRT Inhalators
- NRT Lozenges
- NRT Patches
- Other NRT
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- First Aid Kits
- Gauze, Tape and Other Wound Care
- Sticking Plasters/Adhesive Bandages
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- Protein/Energy Bars
- Sports Protein Powder
- Sports Protein RTD
- Sports Non-Protein Products
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- Combination Dietary Supplements
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- Aloe
- Combination Herbal/Traditional Dietary Supplements
- Cranberry
- Echinacea
- Evening Primrose Oil
- Garlic
- Ginkgo Biloba
- Ginseng
- St John's Wort
- Other Herbal/Traditional Dietary Supplements
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- Co-Enzyme Q10
- Combination Non-Herbal/Traditional Dietary Supplements
- Eye Health Supplements
- Fish Oils/Omega Fatty Acids
- Glucosamine
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- Calcium Supplements
- Mineral Supplements
- Probiotic Supplements
- Protein Supplements
- Other Non-Herbal/Traditional Dietary Supplements
- Paediatric Vitamins and Dietary Supplements
- Tonics
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- Multivitamins
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- Vitamin A
- Vitamin B
- Vitamin C
- Vitamin D
- Vitamin E
- Other Single Vitamins
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- Meal Replacement
- OTC Obesity
- Slimming Teas
- Supplement Nutrition Drinks
- Weight Loss Supplements
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- Herbal/Traditional Topical Analgesics
- Herbal/Traditional Sleep Aids
- Herbal/Traditional Cough, Cold and Allergy (Hay Fever) Remedies
- Herbal/Traditional Digestive Remedies
- Herbal/Traditional Dermatologicals
- Herbal/Traditional Paediatric Dietary Supplements
- Herbal/Traditional Dietary Supplements
- Herbal/Traditional Tonics
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- Allergy Eye Care
- Antihistamines/Allergy Remedies (Systemic)
- Paediatric Allergy Remedies
- Topical Allergy Remedies/Antihistamines
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- Paediatric Acetaminophen
- Paediatric Aspirin
- Paediatric Combination Products - Analgesics
- Paediatric Dipyrone
- Paediatric Ibuprofen
- Paediatric Naproxen
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- Paediatric Allergy Remedies
- Paediatric Cough/Cold Remedies
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- Paediatric Diarrhoeal Remedies
- Paediatric Indigestion and Heartburn Remedies
- Paediatric Laxatives
- Paediatric Motion Sickness Remedies
- Paediatric Dermatologicals
- Nappy (Diaper) Rash Treatments
- Paediatric Vitamins and Dietary Supplements
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Consumer Health
It is the aggregation of OTC, Vitamins and Dietary Supplements (VDS), Sports Nutrition, and Weight Management and Wellbeing
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This report originates from Passport, our Consumer Health research and analysis database.
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