OTC Healthcare in Italy
Euromonitor International's OTC Healthcare in Italy market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 130 | Publication date: Mar 2009
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Adult mouth care; Allergy care; Analgesics; Calming and sleeping products; Child-specific OTC healthcare; Cough; cold and allergy (hay fever) remedies; Digestive remedies; Ear care; Emergency contraception; Eye care; Medicated skin care; NRT Smoking cessation aids; OTC obesity; OTC statins; OTC triptans; Vitamins and dietary supplements; Wound treatments
Executive summary
A positive result driven by price liberalisation
In 2008, the Italian OTC healthcare market registered a positive performance. OTC value sales were boosted by price liberalisation, as well as by the good results obtained by new more expensive products. Overall growth continued to be driven by the dynamism of vitamins and dietary supplements, as well as by wound treatments, eye care, and medicated skin care. Positive results were also posted by analgesics, which benefited from the disappearance of nimesulide (switched from OTC to Rx), favouring the development of safer products, such as acetaminophen and ibuprofen. The child-specific OTC healthcare sector also delivered a positive performance. By contrast, declines in areas such as NRT smoking cessation aids, laxatives and decongestants continued to undermine market growth.
The weak effects of deregulation
The strong influence of doctors and the high density of chemists/pharmacies in the country contributed to the limited development of self-medication. In fact, despite the deregulation introduced by the Bersani law in 2006, supermarkets and hypermarkets, as well as parapharmacies/drugstores, still have a very limited share, as do Internet sales. In 2008, after some two years since the introduction of the new law, there were only 361 OTC sections in grocery outlets across the country, and 2,223 parapharmacies/drugstores, due to their high costs and low profits. Consumers are loyal to their chemists/pharmacists and still prefer to use them for advice.
A fragmented market led by Bayer
The competitive environment remained rather fragmented in 2008. At both GBO and NBO levels, Bayer led the market, aided in part by its strong acquisition strategy. Bayer is particularly strong in analgesics, where it operates with its well-known Aspirina brand, and within vitamins and dietary supplements, with its Supradyn brand. For manufacturers, the best way to gain ground in a mature market has been through mergers and acquisitions.
Chemists/pharmacies remain the undisputed leaders
Despite a slight share decline in the last years of the review period in favour of grocery outlets and healthfood shops, the leading distribution channel for OTC healthcare in Italy remains chemists/pharmacies. The share of mass distribution channels, such as grocery outlets, remains low, as Italians continue to prefer to seek professional advice when making a purchase and favour other distributors providing such a service.
Vitamins and dietary supplements will be growth driver
Vitamins and dietary supplements will continue to be the most dynamic sector, due to the growing importance of health and wellness products. Busier lifestyles will lead consumers to look for remedies to prevent illnesses and therefore limit the number of days off work due to sickness. At the same time, the ageing of the population will lead to an increase in demand for healthcare services, including OTC healthcare products. Further deregulation of the market will broaden distribution, but this will have only a partial influence on unit prices. Over the forecast period, the competitive environment will remain rather fragmented, although manufacturers are expected to continue to pursue mergers and acquisitions.
Table of contents
OTC HEALTHCARE IN ITALY : MARKET INSIGHT
EXECUTIVE SUMMARY
A positive result driven by price liberalisation
The weak effects of deregulation
A fragmented market led by Bayer
Chemists/pharmacies remain the undisputed leaders
Vitamins and dietary supplements will be growth driver
KEY TRENDS AND DEVELOPMENTS
A very old country
What price? The effects of price liberalisation
The results of the new Bersani law
Are parapharmacies/drugstores true competitors?
The need for a healthier lifestyle
Pharmaclick - a new distributor?
MARKET DATA
Table 1 Sales of OTC Healthcare by Sector: Value 2003-2008
Table 2 Sales of OTC Healthcare by Sector: % Value Growth 2003-2008
Table 3 OTC Healthcare Company Shares by Value 2004-2008
Table 4 OTC Healthcare Brand Shares by Value 2005-2008
Table 5 Penetration of Private Label by Sector 2003-2008
Table 6 Sales of OTC Healthcare by Distribution Format: % Analysis 2003-2008
Table 7 Sales of OTC Healthcare by Sector and Distribution Format: % Analysis 2008
Table 8 Forecast Sales of OTC Healthcare by Sector: Value 2008-2013
Table 9 Forecast Sales of OTC Healthcare by Sector: % Value Growth 2008-2013
APPENDIX
OTC Registration and Classification
De-listing or De-reimbursement
Advertising
Packaging and Waste
Labelling
Distribution
Vitamins and Dietary Supplements Registration and Classification
EU Legislation
Self-medication and Preventive Medicine
Generics
Switches
Summary 1 OTC Healthcare Switches 2005-2007
DEFINITIONS
Sources
Summary 2 Research Sources
LOCAL COMPANY PROFILES - ITALY
A MENARINI INDUSTRIE FARMACEUTICHE RIUNITE SRL - OTC HEALTHCARE - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 3 A Menarini Industrie Farmaceutiche Riunite Srl: Key Facts
Summary 4 A Menarini Industrie Farmaceutiche Riunite Srl: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 5 A Menarini Industrie Farmaceutiche Riunite Srl: Competitive Position 2008
AZIENDE CHIMICHE RIUNITE ANGELINI FRANCESCO ACRAF SPA - OTC HEALTHCARE - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Aziende Chimiche Riunite Angelini Francesco ACRAF SpA: Key Facts
Summary 7 Aziende Chimiche Riunite Angelini Francesco ACRAF SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 8 Aziende Chimiche Riunite Angelini Francesco ACRAF SpA: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 9 Aziende Chimiche Riunite Angelini Francesco ACRAF SpA: Competitive Position 2008
BAYER SPA - OTC HEALTHCARE - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Bayer SpA: Key Facts
Summary 11 Bayer SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 12 Bayer SpA: Competitive Position 2008
BRACCO SPA - OTC HEALTHCARE - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Bracco SpA: Key Facts
Summary 14 Bracco SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 15 Bracco SpA: Competitive Position 2008
CHIESI FARMACEUTICI SPA - OTC HEALTHCARE - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 16 Chiesi Farmaceutici SpA: Key Facts
Summary 17 Chiesi Farmaceutici SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 18 Chiesi Farmaceutici SpA: Competitive Position 2008
PERFETTI VAN MELLE SPA - OTC HEALTHCARE - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 19 Perfetti Van Melle SpA: Key Facts
Summary 20 Perfetti Van Melle SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 21 Perfetti Van Melle SpA: Competitive Position 2008
RECORDATI INDUSTRIA CHIMICA E FARMACEUTICA SPA - OTC HEALTHCARE - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 22 Recordati Industria Chimica e Farmaceutica SpA: Key Facts
Summary 23 Recordati Industria Chimica e Farmaceutica SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 24 Recordati Industria Chimica e Farmaceutica SpA: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 25 Recordati Industria Chimica e Farmaceutica SpA: Competitive Position 2008
SANOFI-AVENTIS SPA - OTC HEALTHCARE - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 26 Sanofi-Aventis SpA: Key Facts
Summary 27 Sanofi-Aventis SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 28 Sanofi-Aventis SpA: Competitive Position 2008
SIGMA-TAU INDUSTRIE FARMACEUTICHE RIUNITE SPA - OTC HEALTHCARE - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 29 Sigma-Tau Industrie Farmaceutiche Riunite SpA: Key Facts
Summary 30 Sigma-Tau Industrie Farmaceutiche Riunite SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 31 Sigma-Tau Industrie Farmaceutiche Riunite SpA: Competitive Position 2008
ZAMBON ITALIA SPA - OTC HEALTHCARE - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 32 Zambon Italia SpA: Key Facts
Summary 33 Zambon Italia SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 34 Zambon Italia SpA: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 35 Zambon Italia SpA: Competitive Position 2008
ANALGESICS IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 10 Sales of Analgesics by Subsector: Value 2003-2008
Table 11 Sales of Analgesics by Subsector: % Value Growth 2003-2008
Table 12 Herbal vs Standard Topical Analgesics 2003-2008
Table 13 Topical Analgesics by Format: % Value Breakdown 2004-2008
Table 14 Analgesics Company Shares by Value 2004-2008
Table 15 Analgesics Brand Shares by Value 2005-2008
Table 16 Forecast Sales of Analgesics by Subsector: Value 2008-2013
Table 17 Forecast Sales of Analgesics by Subsector: % Value Growth 2008-2013
COUGH, COLD AND ALLERGY (HAY FEVER) REMEDIES IN ITALY
HEADLINES
TRENDS
SWITCHES
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: Value 2003-2008
Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: % Value Growth 2003-2008
Table 20 Sales of Decongestants by Type: Value 2003-2008
Table 21 Sales of Decongestants by Type: % Value Growth 2003-2008
Table 22 Sales of Child-specific Cough, Cold and Allergy (Hay Fever) Remedies by Type: Value 2003-2008
Table 23 Sales of Child-specific Cough, Cold and Allergy (Hay Fever) Remedies by Type: % Value Growth 2003-2008
Table 24 Herbal vs Standard Cough, Cold and Allergy (Hay Fever) Remedies 2003-2008
Table 25 Cough, Cold and Allergy (Hay Fever) Remedies Company Shares by Value 2004-2008
Table 26 Cough, Cold and Allergy (Hay Fever) Remedies Brand Shares by Value 2005-2008
Table 27 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: Value 2008-2013
Table 28 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: % Value Growth 2008-2013
DIGESTIVE REMEDIES IN ITALY
HEADLINES
TRENDS
SWITCHES
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 29 Sales of Digestive Remedies by Subsector: Value 2003-2008
Table 30 Sales of Digestive Remedies by Subsector: % Value Growth 2003-2008
Table 31 Herbal vs Standard Digestive Remedies 2003-2008
Table 32 Digestive Remedies Company Shares by Value 2004-2008
Table 33 Digestive Remedies Brand Shares by Value 2005-2008
Table 34 Forecast Sales of Digestive Remedies by Subsector: Value 2008-2013
Table 35 Forecast Sales of Digestive Remedies by Subsector: % Value Growth 2008-2013
MEDICATED SKIN CARE IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 36 Sales of Medicated Skin Care by Subsector: Value 2003-2008
Table 37 Sales of Medicated Skin Care by Subsector: % Value Growth 2003-2008
Table 38 Herbal vs Standard Medicated Skin Care 2003-2008
Table 39 Acne Treatments by Format: % Value Breakdown 2004-2008
Table 40 Medicated Skin Care Company Shares by Value 2004-2008
Table 41 Medicated Skin Care Brand Shares by Value 2005-2008
Table 42 Acne Treatments Brand Shares by Value 2005-2008
Table 43 Hair Loss Treatments Brand Shares by Value 2005-2008
Table 44 Forecast Sales of Medicated Skin Care by Subsector: Value 2008-2013
Table 45 Forecast Sales of Medicated Skin Care by Subsector: % Value Growth 2008-2013
VITAMINS AND DIETARY SUPPLEMENTS IN ITALY
HEADLINES
TRENDS – VITAMINS
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 46 Sales of Vitamins and Dietary Supplements by Subsector: Value 2003-2008
Table 47 Sales of Vitamins and Dietary Supplements by Subsector: % Value Growth 2003-2008
Table 48 Folic Acid v Other B Vitamins 2004-2008
Table 49 Dietary Supplements by Positioning 2006-2008
Table 50 Vitamins and Dietary Supplements Company Shares by Value 2004-2008
Table 51 Vitamins and Dietary Supplements Brand Shares by Value 2005-2008
Table 52 Vitamins Brand Shares by Value 2005-2008
Table 53 Dietary Supplements Brand Shares by Value 2005-2008
Table 54 Forecast Sales of Vitamins and Dietary Supplements by Subsector: Value 2008-2013
Table 55 Forecast Sales of Vitamins and Dietary Supplements by Subsector: % Value Growth 2008-2013
Summary 36 Dietary Supplements: Brand Ranking by Positioning 2008
NRT SMOKING CESSATION AIDS IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 56 Number of Smokers by Gender 2003-2008
SECTOR DATA
Table 57 Sales of Smoking Cessation Aids by Subsector: Value 2003-2008
Table 58 Sales of Smoking Cessation Aids by Subsector: % Value Growth 2003-2008
Table 59 NRT Gum Flavours: % Value Breakdown 2006-2008
Table 60 Smoking Cessation Aids Company Shares by Value 2004-2008
Table 61 Smoking Cessation Aids Brand Shares by Value 2005-2008
Table 62 Forecast Sales of Smoking Cessation Aids by Subsector: Value 2008-2013
Table 63 Forecast Sales of Smoking Cessation Aids by Subsector: % Value Growth 2008-2013
EYE CARE IN ITALY
HEADLINES
SECTOR DATA
Table 64 Sales of Eye Care by Subsector: Value 2003-2008
Table 65 Sales of Eye Care by Subsector: % Value Growth 2003-2008
Table 66 Standard Eye Care by Type: % Value Breakdown 2007-2008
Table 67 Eye Care Company Shares by Value 2004-2008
Table 68 Eye Care Brand Shares by Value 2005-2008
Table 69 Forecast Sales of Eye Care by Subsector: Value 2008-2013
Table 70 Forecast Sales of Eye Care by Subsector: % Value Growth 2008-2013
EAR CARE IN ITALY
HEADLINES
SECTOR DATA
Table 71 Sales of Ear Care: Value 2003-2008
Table 72 Sales of Ear Care: % Value Growth 2003-2008
Table 73 Ear Care Company Shares by Value 2004-2008
Table 74 Ear Care Brand Shares by Value 2005-2008
Table 75 Forecast Sales of Ear Care: Value 2008-2013
Table 76 Forecast Sales of Ear Care: % Value Growth 2008-2013
ADULT MOUTH CARE IN ITALY
HEADLINES
SECTOR DATA
Table 77 Sales of Adult Mouth Care: Value 2003-2008
Table 78 Sales of Adult Mouth Care: % Value Growth 2003-2008
Table 79 Adult Mouth Care Company Shares by Value 2004-2008
Table 80 Adult Mouth Care Brand Shares by Value 2005-2008
Table 81 Forecast Sales of Adult Mouth Care: Value 2008-2013
Table 82 Forecast Sales of Adult Mouth Care: % Value Growth 2008-2013
CALMING AND SLEEPING PRODUCTS IN ITALY
HEADLINES
SECTOR DATA
Table 83 Sales of Calming and Sleeping Products: Value 2003-2008
Table 84 Sales of Calming and Sleeping Products: % Value Growth 2003-2008
Table 85 Calming and Sleeping Products Company Shares by Value 2004-2008
Table 86 Calming and Sleeping Products Brand Shares by Value 2005-2008
Table 87 Forecast Sales of Calming and Sleeping Products: Value 2008-2013
Table 88 Forecast Sales of Calming and Sleeping Products: % Value Growth 2008-2013
WOUND TREATMENTS IN ITALY
HEADLINES
SECTOR DATA
Table 89 Sales of Wound Treatments by Subsector: Value 2003-2008
Table 90 Sales of Wound Treatments by Subsector: % Value Growth 2003-2008
Table 91 Wound Treatments Company Shares by Value 2004-2008
Table 92 Wound Treatments Brand Shares by Value 2005-2008
Table 93 Forecast Sales of Wound Treatments by Subsector: Value 2008-2013
Table 94 Forecast Sales of Wound Treatments by Subsector: % Value Growth 2008-2013
OTC OBESITY IN ITALY
HEADLINES
EMERGENCY CONTRACEPTION IN ITALY
HEADLINES
OTC TRIPTANS IN ITALY
HEADLINES