This report examines new product development (NPD) activity within the Beauty, Health and Home categories in Italy’s e-commerce market in 2024. Using data from Euromonitor’s Innovation platform, it highlights new brand and sub-brand launches, trending attributes and claims, and product inactivity rates - offering insights into what captures or misses consumer interest.

In 2025, dietary supplements in Italy continued to show solid growth in both volume and value terms, confirming its status as a key consumer health product for Italian consumers. This expansion is driven by consumers’ increasingly preventative approach to health. In fact, Italians no longer just use supplements to address specific deficiencies but integrate them into their daily routine to support overall well-being, strengthen the immune system, improve energy and vitality, and prevent ageing a

In 2025, NRT smoking cessation aids in Italy recorded a further decline in both volume and value terms. Among the main reasons for this decline are growing competition and cannibalisation by new-generation tobacco substitutes, such as electronic cigarettes and heated tobacco products. These products have quickly gained consumer favour and market share thanks to strong technological innovation, a wide range of flavours and greater personalisation of the consumer experience. In addition, more and

In 2025, the sports nutrition category in Italy continued to record significant growth in value terms, albeit at a more moderate pace than in recent years. This positive trend is mainly supported by widespread consumer interest in sports and physical activity, a phenomenon that fuels constant demand for products. Protein powders, amino acids and creatine are considered essential tools for improving athletic performance, but also increasingly personal well-being. In fact, the growing focus on an

In 2025, value sales growth of herbal/traditional products in Italy continued to moderate, marking a return to the slower pace seen before the pandemic. The strong effect of the pandemic, which boosted interest in natural ingredients and herbal remedies, has now partially worn off, although sales are still expected to exceed pre-COVID levels. Herbal/traditional products in Italy are increasingly affected by strong competition from ‘scientific’ and new-generation supplements (such as probiotics,

In 2025, the eye care category in Italy recorded steady growth, driven by both price increases and higher consumption. This positive trend was particularly marked in standard eye care, where solutions for dry eye treatment were sought due to the more intensive use of digital devices and greater attention to eye health. In contrast, allergy eye care showed modest sales, hindered by a late start to the allergy season and characterised by a low incidence of symptoms, which limited demand compared t

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 traj

In 2025, sales of wound care in Italy remained stable. Retail volume sales were marginal whilst value growth was driven mainly by price increases. Wound care remains a mature category where demand is sustained by the routine management of acute and chronic wounds. There is a low level of innovation which is limited to specific segments, such as advanced dressings based on biodegradable hydrocolloids offering environmental and clinical benefits. This represents a niche market compared to the broa

In 2025, cough, cold and allergy remedies in Italy shows a mixed performance. Products for respiratory and flu-related conditions recorded significant growth, driven by a particularly intense and prolonged flu season. With over 16 million estimated cases, 2024-2025 stood out as one of the worst flu seasons in recent years, with the peak falling in late January and early February. This scenario sustained demand for flu remedies, pushing sales well above expectations. By contrast, antihistamines/a

In 2025, the digestive remedies category continued to report strong growth, confirming its position as the most dynamic category within Italy’s consumer health industry. The ongoing expansion of digestive remedies stems from the changing needs of two large population groups. On the one hand, young adults and workers who often lead sedentary lifestyles and experience high levels of stress are increasingly suffering from digestive disorders. In addition, the growing elderly population faces age-re

In 2025, sales of OTC analgesics in Italy were boosted by a very high incidence of flu that occurred at the beginning of the year, which was particularly widespread among adults and the elderly. This wave of cases led to a significant increase in demand for medicines to manage flu symptoms, including analgesics, pushing value sales well above seasonal averages. Self-medication is already a key trend among the Italian population, with many people increasingly inclined to manage minor health prob

In 2025, dermatologicals in Italy recorded relatively flat growth, marking the end of the upturn caused by the pandemic. Antiparasitics/lice (head and body) treatments, medicated shampoos, antifungals and antiseptics, were supported almost exclusively by price increases, whilst volume sales declined reflecting weaker consumer demand and overall maturity. By contrast, hair loss products and antipruritics continue to show signs of growth in both volume and value terms, supported by the rising inci

In 2025, the sleep aids category in Italy maintained solid growth, driven not only by favourable price dynamics but also the rising incidence of sleep disorders and stress among the population. These factors have helped to distribute sales more evenly throughout the year rather than being concentrated in periods traditionally associated with greater stress or seasonal changes. Further reinforcing this trend, there has been a growing focus on natural, non-habit-forming sleep aids, in line with br

In 2025, paediatric consumer health in Italy recorded strong growth, driven mainly by the impact of a particularly intense and long-lasting flu season. Influenza had a direct effect not only on demand for specific products for the prevention and treatment of symptoms but also generated a significant boost in related categories such as paediatric antipyretics and cough suppressants, which benefited from an increase in self-medication by parents. The driving effect of flu was also reflected in gre

In 2025, the mature vitamin category in Italy experienced slight value growth, whilst volume sales continued to decline. The spring season was unusually short, reducing demand during one of the peak periods for vitamin sales. Vitamin sales are linked to seasonal changes when consumers have a strong desire to strengthen the immune system. The lower seasonal boost in 2025 had a direct impact on overall volumes. In addition, demand patterns continued to normalise post-pandemic with consumption retu

In 2025, dietary supplements in Italy continued to show solid growth in both volume and value terms, confirming its status as a key consumer health product for Italian consumers. This expansion is driven by consumers’ increasingly preventative approach to health. In fact, Italians no longer just use supplements to address specific deficiencies but integrate them into their daily routine to support overall well-being, strengthen the immune system, improve energy and vitality, and prevent ageing a

In 2024, Italy’s alcoholic drinks packaging unit volumes declined by 1%, heavily impacted by reductions in wine consumption and production, particularly in still light grape wine. Domestic retail sales of wine fell, with exports to key markets, including the US, UK and Germany, which account for a substantial share of Italian wine revenues, also declining. Concurrently, adverse weather conditions and inconsistent grape yields impacted production volumes, resulting in supply challenges.

In 2024, the total unit volumes of beauty and personal care packaging in Italy increased by 4% due to multiple converging factors, such as market expansion, shifting consumer habits and regulatory pressure. Italy's beauty and personal care industry grew both domestically and through exports, driven by categories like skin care, hair care and fragrances. These categories often necessitate specific and sometimes multiple packaging components, including bottles, caps, pumps, droppers, jars and oute

Value sales of luxury goods in Italy experienced a moderate uptrend in 2025, driven by a combination of socioeconomic resilience and evolving consumer preferences. Despite ongoing economic uncertainties and inflationary pressures impacting general consumer spending, high-net-worth individuals and affluent tourists continued to fuel demand for luxury goods. The reputation for quality craftsmanship and the appeal of “Made in Italy” offerings played a significant role in sustaining this demand. The

In 2025, fine wines/champagne and spirits in Italy experienced moderate growth in value sales, driven by ongoing premiumisation and evolving consumer preferences. Fine wines remained the leading contributor to sales (with 3% growth), reflecting consumers' increased willingness to pay a premium for high-quality and exclusive drinks. This trend was further supported by the growing popularity of artisanal and craft beverages, as discerning consumers sought authenticity and distinctiveness in their

In 2025, experiential luxury in Italy demonstrated continued resilience, with overall sales reaching EUR1.4 billion, marking an 8% increase from the previous year. This growth was driven by a convergence of evolving consumer preferences and sector-specific dynamics. The preference among luxury consumers notably shifted even more towards experiences, confirming the ongoing trend of prioritising luxury hotel stays and fine dining over the ownership of luxury goods. Luxury hotels, the largest categ

In 2025, designer apparel and footwear (ready-to-wear) in Italy experienced a decline in both retail volume and value sales. This softening of the category was primarily due to aggressive price hikes in recent years, which priced out many aspirational shoppers and even some tourists, who redirected their spending towards experiences. Consumers increasingly favoured premium and accessible-luxury labels that offered a fairer price-to-quality ratio, allowing them to feel comfortable "investing" in

In 2025, premium and luxury cars remained a dynamic category in Italy’s luxury goods industry, with further growth in both retail volume (5%) and value (9%) terms. The category continued to be significantly influenced by the growing emphasis on sustainability and advanced technology, which collectively shaped the market dynamics and consumer preferences. The expansion of luxury electric and hybrid SUVs was particularly notable, driven by both regulatory frameworks encouraging reduced emissions a

In 2024, home care packaging unit volumes increased by 1% in Italy due to several evolving consumer and market dynamics. One of the key drivers was the continued emphasis on hygiene and cleanliness among Italian consumers, which evolved from being a lingering post-pandemic habit into a broader lifestyle change. As a result, home care routines have been increasingly prioritised, fuelling demand for products such as surface cleaners, laundry detergents and dishwashing liquids.