PROSPECTS AND OPPORTUNITIES
Slow and steady value growth lies ahead for vitamins
The vitamins category is expected to record low yet steady value growth over the forecast period, reflecting the maturity of the category and the strong influence of external factors. The increase in value will be partly driven by higher prices, linked mainly to production and raw material costs.
Functional benefits are tailored to specific audiences
In the forecast period, the specialisation of vitamin products for demographic segments in Italy will be one of the main drivers of category growth. Companies are developing increasingly targeted formulations to meet the specific needs of different age groups, with significant differences between products for the elderly and those aimed at younger people.
Greater diversity of vitamin formats will meet diverse consumer needs
Different product formats are playing an increasingly central role in the development of vitamins, as they improve the user experience, broaden the consumer base and meet the needs for convenience and personalisation. Alongside established formats such as traditional tablets, chewable tablets, effervescent tablets and liquids, innovative solutions are emerging and rapidly gaining ground.
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Overview:
Understand the latest market trends and future growth opportunities for the Vitamins 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 Vitamins 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 Vitamins 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 Vitamins in Italy?
- Which are the leading brands in Vitamins in Italy?
- How are products distributed in Vitamins in Italy?
- How has the regulatory and operating environment for Vitamins changed in Italy?
- How are considerations such as stress, self-medication and shifting consumer lifestyles shaping demand for Vitamins
- How significant are wider health concerns and consumer awareness in determining sales?
- Where is future growth expected to be most dynamic?
Vitamins in Italy - Category analysis
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
Consumer Health in Italy - Industry Overview
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
The following categories and subcategories are included:
Vitamins
- Multivitamins
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- Vitamin A
- Vitamin B
- Vitamin C
- Vitamin D
- Vitamin E
- Other Single Vitamins
Why 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 Vitamins research and analysis database.
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