Consumer health in 2024: The big picture
The consumer health market in Italy is set to record moderate current value growth in 2024. Expectations for the flu season were initially positive, but were partly disappointed by a very strong but short-lived flu wave, which led to an early drop in sales in the related categories, such as analgesics and cough, cold and allergy (hay fever) remedies.
2024 key trends
2024 has confirmed the fading of COVID-19 related trends in the consumer health market in Italy. Sales are normalising and returning to the patterns observed in the pre-pandemic years, although consumers’ focus on certain categories that received a boost from the experiences of the pandemic has remained high.
Competitive landscape
The competitive landscape in the consumer health market in Italy is stable in 2024, characterised by both the presence of established leaders and a significant level of fragmentation. This situation is evident across all categories, including OTC products with companies such as Haleon and Opella Healthcare Italy, food supplements and nutraceuticals, with players such as Aboca, and Enervit and Myprotein in sports nutrition.
Retailing developments
Pharmacies remains the most important distribution channel for consumer health products in Italy in 2024, especially for the OTC and vitamins and dietary supplements segments. This is largely due to the role of the pharmacist, whose advice is actively sought out by the Italian consumer, who considers it a fundamental support to the advice given by doctors.
What next for consumer health?
In the coming years, the consumer health market in Italy is expected to slow down and return to pre-pandemic growth levels. Categories that had experienced a surge between 2020 and 2022, such as sleep aids and cough and cold remedies (albeit influenced by seasonality with possible annual peaks), will see a downsizing.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
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 2024: The big picture
2024 key trends
Competitive landscape
Retailing 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
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.
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
Sleep Aids in Italy
KEY DATA FINDINGS
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
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
Cough, Cold and Allergy (Hay Fever) Remedies in Italy
KEY DATA FINDINGS
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
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
Dermatologicals in Italy
KEY DATA FINDINGS
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
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
Digestive Remedies in Italy
KEY DATA FINDINGS
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
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
Eye Care in Italy
KEY DATA FINDINGS
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
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
NRT Smoking Cessation Aids in Italy
KEY DATA FINDINGS
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
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
Wound Care in Italy
KEY DATA FINDINGS
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
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
Sports Nutrition in Italy
KEY DATA FINDINGS
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
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
Dietary Supplements in Italy
KEY DATA FINDINGS
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
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
Vitamins in Italy
KEY DATA FINDINGS
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
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
Weight Management and Wellbeing in Italy
KEY DATA FINDINGS
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
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
Herbal/Traditional Products in Italy
KEY DATA FINDINGS
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
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.
Paediatric Consumer Health in Italy
KEY DATA FINDINGS
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
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
The following categories and subcategories are included:
Consumer Health
-
- Adult Mouth Care
-
-
-
- Adult Acetaminophen
- Adult Aspirin
- Adult Combination Products - Analgesics
- Adult Diclofenac
- Adult Dipyrone
- Adult Ibuprofen
- Adult Ketoprofen
- Adult Naproxen
- Adult OTC Triptans
-
- Paediatric Acetaminophen
- Paediatric Aspirin
- Paediatric Combination Products - Analgesics
- Paediatric Dipyrone
- Paediatric Ibuprofen
- Paediatric Naproxen
-
- Acetaminophen
- Aspirin
- Combination Products - Analgesics
- Diclofenac
- Dipyrone
- Ibuprofen
- Ketoprofen
- Naproxen
- OTC Triptans
-
- Topical Analgesics/Anaesthetic
-
- Sleep Aids
-
- Antihistamines/Allergy Remedies (Systemic)
-
- Paediatric Allergy Remedies
- Paediatric Cough/Cold Remedies
- Combination Products - Cough, Cold and Allergy (Hay Fever) Remedies
- Cough Remedies
-
- Nasal Sprays
- Oral Decongestants
- Inhalant Decongestants
- Decongestant Rubs
- Nasal Decongestant Drops
- Nasal Decongestant Plasters
- Medicated Confectionery
- Pharyngeal Preparations
-
- 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
-
-
- Paediatric Diarrhoeal Remedies
- Paediatric Indigestion and Heartburn Remedies
- Paediatric Laxatives
- Paediatric Motion Sickness Remedies
- Diarrhoeal Remedies
- IBS Treatments
-
- Antacids
- Antiflatulents
- Digestive Enzymes
- H2 Blockers
- Proton Pump Inhibitors
- Laxatives
- Motion Sickness Remedies
-
- Emergency Contraception
-
- Allergy Eye Care
- Standard Eye Care
-
- NRT Gum
- NRT Inhalators
- NRT Lozenges
- NRT Patches
- Other NRT
-
- First Aid Kits
- Gauze, Tape and Other Wound Care
- Sticking Plasters/Adhesive Bandages
-
-
- Protein/Energy Bars
- Sports Protein Powder
- Sports Protein RTD
- Sports Non-Protein Products
-
-
-
- Combination Dietary Supplements
-
- Aloe
- Combination Herbal/Traditional Dietary Supplements
- Cranberry
- Echinacea
- Evening Primrose Oil
- Garlic
- Ginkgo Biloba
- Ginseng
- St John's Wort
- Other Herbal/Traditional Dietary Supplements
-
- Co-Enzyme Q10
- Combination Non-Herbal/Traditional Dietary Supplements
- Eye Health Supplements
- Fish Oils/Omega Fatty Acids
- Glucosamine
-
- Calcium Supplements
- Mineral Supplements
- Probiotic Supplements
- Protein Supplements
- Other Non-Herbal/Traditional Dietary Supplements
- Paediatric Vitamins and Dietary Supplements
- Tonics
-
- Multivitamins
-
- Vitamin A
- Vitamin B
- Vitamin C
- Vitamin D
- Vitamin E
- Other Single Vitamins
-
-
- Meal Replacement
- OTC Obesity
- Slimming Teas
- Supplement Nutrition Drinks
- Weight Loss Supplements
-
- 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
-
- Allergy Eye Care
- Antihistamines/Allergy Remedies (Systemic)
- Paediatric Allergy Remedies
- Topical Allergy Remedies/Antihistamines
-
-
- Paediatric Acetaminophen
- Paediatric Aspirin
- Paediatric Combination Products - Analgesics
- Paediatric Dipyrone
- Paediatric Ibuprofen
- Paediatric Naproxen
-
- Paediatric Allergy Remedies
- Paediatric Cough/Cold Remedies
-
- 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
-
Consumer Health
It is the aggregation of OTC, Vitamins and Dietary Supplements (VDS), Sports Nutrition, and Weight Management and Wellbeing
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Consumer Health research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!