PROSPECTS AND OPPORTUNITIES
Growing elderly population will drive demand for sleep disorder solutions
The sleep aids category in Italy could find an ideal target in the elderly population, which is constantly growing in the country. According to Istat (the Italian National Institute of Statistics) data, the proportion of people over 65 years old in Italy is increasing: it is estimated that in 2023 they will represent 21% of the total population, with a forecast of further growth in the coming years.
Post-pandemic wellness trend threatens traditional sleep aids as consumers embrace preventive measures for better sleep
The health and wellness trend, which has become deeply ingrained in consumers’ mindsets and behaviours in recent years, is increasingly evolving in the direction of a more preventive and holistic approach to physical and mental wellbeing. The holistic approach and the general increase in approaching health from a preventive rather than a reactive, curative point of view could adversely affect the demand for traditional sleep aids in the forecast period.
Natural ingredients and niche products offer potential to expand the market beyond traditional users, targeting gamers, women's specific needs and remote workers
During the forecast period, the use of sleep aids will become increasingly normalised, particularly those products based on natural ingredients, which may become part of everyday routines for many consumers, as is already the case with other types of supplements. In addition to established target consumers, such as workers, students and the elderly, we may see a greater segmentation of sleep aids, with products specifically designed to meet the needs of niche markets and specific groups.
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Overview:
Understand the latest market trends and future growth opportunities for the Sleep Aids 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.
If you're in the Sleep Aids 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 Sleep Aids 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 Sleep Aids in Italy?
- Which are the leading brands in Sleep Aids in Italy?
- How are products distributed in Sleep Aids in Italy?
- How has the regulatory and operating environment for Sleep Aids changed in Italy?
- How are considerations such as stress, self-medication and shifting consumer lifestyles shaping demand for Sleep Aids
- How significant are wider health concerns and consumer awareness in determining sales?
- Where is future growth expected to be most dynamic?
Sleep Aids in Italy - Category analysis
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
Consumer Health in Italy - Industry Overview
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
Sleep Aids
These aids include combinations of active ingredients (e.g. diphenhydramine + acetaminophen) and single ingredient (e.g. doxylamine succinate). Herbal remedies made with valerian root, passionflower, and others, are included. This category also tracks melatonin products - a hormone, even if they are classified as a dietary supplement in some countries.
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 Sleep Aids research and analysis database.
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