Consumer Health in Italy

Consumer Health in Italy

EXECUTIVE SUMMARY

COVID-19 impact on consumer health

COVID-19 country impact

Company response

Retailing shift

What next for consumer health?

MARKET INDICATORS

Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2015-2020
Table 2 Life Expectancy at Birth 2015-2020

MARKET DATA

Table 3 Sales of Consumer Health by Category: Value 2015-2020
Table 4 Sales of Consumer Health by Category: % Value Growth 2015-2020
Table 5 NBO Company Shares of Consumer Health: % Value 2016-2020
Table 6 LBN Brand Shares of Consumer Health: % Value 2017-2020
Table 7 Penetration of Private Label in Consumer Health by Category: % Value 2015-2020
Table 8 Distribution of Consumer Health by Format: % Value 2015-2020
Table 9 Distribution of Consumer Health by Format and Category: % Value 2020
Table 10 Forecast Sales of Consumer Health by Category: Value 2020-2025
Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2020-2025

APPENDIX

OTC registration and classification

Vitamins and dietary supplements registration and classification

Self-medication/self-care and preventive medicine

Switches

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

DEFINITIONS

SOURCES

Summary 1 Research Sources

Analgesics in Italy

KEY DATA FINDINGS

2020 IMPACT

Demand for analgesics supported by stockpiling in response to COVID-19

Ongoing shift towards natural alternatives continues

Strong investment in positioning and advertising key to success

RECOVERY AND OPPORTUNITIES

Acetaminophen and ibuprofen set to remain the most popular analgesics

Sales supported by rising demand for convenience

Rising consumer confidence in OTC products for common ailments

CATEGORY DATA

Table 12 Sales of Analgesics by Category: Value 2015-2020
Table 13 Sales of Analgesics by Category: % Value Growth 2015-2020
Table 14 NBO Company Shares of Analgesics: % Value 2016-2020
Table 15 LBN Brand Shares of Analgesics: % Value 2017-2020
Table 16 Forecast Sales of Analgesics by Category: Value 2020-2025
Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2020-2025

Cough, Cold and Allergy (Hay Fever) Remedies in Italy

KEY DATA FINDINGS

2020 IMPACT

Demand initially boosted by stockpiling in response to COVID-19

OTC sales boosted by rising consumer climate and lifestyle awareness

Strong brand awareness and marketing key to attracting Italian consumers

RECOVERY AND OPPORTUNITIES

Leading pharyngeal preparations producers targeting adult mouth care

New product development reflects rise in number of sufferers from allergies

Ongoing shift towards gentler herbal/traditional products

CATEGORY DATA

Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2015-2020
Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2015-2020
Table 20 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2016-2020
Table 21 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2017-2020
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2020-2025
Table 23 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2020-2025

Digestive Remedies in Italy

KEY DATA FINDINGS

2020 IMPACT

Demand driven by initial stockpiling and impact of anxiety on digestive health

Stressful pace of modern life boosts demand for antacids and diarrhoeal remedies

Leading brands responding to rising demand for naturally positioned options

RECOVERY AND OPPORTUNITIES

Rising consumer health awareness fuelling shift to herbal/traditional brands

Generics continue to gain sales share within laxatives

Rising incidence of gastrointestinal issues fuelling demand for digestive remedies

CATEGORY DATA

Table 24 Sales of Digestive Remedies by Category: Value 2015-2020
Table 25 Sales of Digestive Remedies by Category: % Value Growth 2015-2020
Table 26 NBO Company Shares of Digestive Remedies: % Value 2016-2020
Table 27 LBN Brand Shares of Digestive Remedies: % Value 2017-2020
Table 28 Forecast Sales of Digestive Remedies by Category: Value 2020-2025
Table 29 Forecast Sales of Digestive Remedies by Category: % Value Growth 2020-2025

Dermatologicals in Italy

KEY DATA FINDINGS

2020 IMPACT

Impact of COVID-19 on sales remains limited, despite initial stockpiling

Leading brands targeting growing number of consumers suffering from allergies

Strong marketing and distribution investment key to success

RECOVERY AND OPPORTUNITIES

Demand for hair loss and paediatric products boosted by rising stress levels

Rising consumer fitness awareness boosting interest in topical antifungals

Parents increasingly seeking natural alternatives for their children

CATEGORY DATA

Table 30 Sales of Dermatologicals by Category: Value 2015-2020
Table 31 Sales of Dermatologicals by Category: % Value Growth 2015-2020
Table 32 NBO Company Shares of Dermatologicals: % Value 2016-2020
Table 33 LBN Brand Shares of Dermatologicals: % Value 2017-2020
Table 34 LBN Brand Shares of Hair Loss Treatments: % Value 2017-2020
Table 35 Forecast Sales of Dermatologicals by Category: Value 2020-2025
Table 36 Forecast Sales of Dermatologicals by Category: % Value Growth 2020-2025

NRT Smoking Cessation Aids in Italy

KEY DATA FINDINGS

2020 IMPACT

Health concerns over COVID-19 encourage many Italians to quit smoking

Sales limited by strong competition from e-vapour products

Johnson & Johnson leverages popularity of Nicorette to remain in pole position

RECOVERY AND OPPORTUNITIES

Shrinking smoking population means scope for further growth is very limited

Rising demand for new convenient “Other” NRT products

Leading brands continue focusing on innovation to fuel development

CATEGORY INDICATORS

Table 37 Number of Smokers by Gender 2015-2020

CATEGORY DATA

Table 38 Sales of NRT Smoking Cessation Aids by Category: Value 2015-2020
Table 39 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2015-2020
Table 40 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2016-2020
Table 41 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2017-2020
Table 42 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2020-2025
Table 43 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2020-2025

Sleep Aids in Italy

KEY DATA FINDINGS

2020 IMPACT

Increased anxiety over COVID-19 fuels demand for sleep aids

Increasing incidence of sleep disorders negatively impacting sleep cycles

New innovative products and formats key to attracting consumers

RECOVERY AND OPPORTUNITIES

Increasing screen time resulting in higher incidence of sleep problems

Rising health awareness fuelling shift towards naturally-positioned sleep aids

Innovation concentrated on new gentler herbal/traditional products

CATEGORY DATA

Table 44 Sales of Sleep Aids: Value 2015-2020
Table 45 Sales of Sleep Aids: % Value Growth 2015-2020
Table 46 NBO Company Shares of Sleep Aids: % Value 2016-2020
Table 47 LBN Brand Shares of Sleep Aids: % Value 2017-2020
Table 48 Forecast Sales of Sleep Aids: Value 2020-2025
Table 49 Forecast Sales of Sleep Aids: % Value Growth 2020-2025

Eye Care in Italy

KEY DATA FINDINGS

2020 IMPACT

Rise in conjunctivitis due to COVID-19 slows fall in standard eye care sales

Increased screen time fuels incidence of eye ailments

Domestic brands leverage good reputation to maintain strong positioning

RECOVERY AND OPPORTUNITIES

Rising demand for more convenient and gentler natural brands

Rising allergy incidence provides strong scope for growth within allergy eye care

Ageing population to support demand for standard eye care products

CATEGORY DATA

Table 50 Sales of Eye Care by Category: Value 2015-2020
Table 51 Sales of Eye Care by Category: % Value Growth 2015-2020
Table 52 NBO Company Shares of Eye Care: % Value 2016-2020
Table 53 LBN Brand Shares of Eye Care: % Value 2017-2020
Table 54 Forecast Sales of Eye Care by Category: Value 2020-2025
Table 55 Forecast Sales of Eye Care by Category: % Value Growth 2020-2025

Wound Care in Italy

KEY DATA FINDINGS

2020 IMPACT

Home seclusion due to COVID-19 limits demand for wound care products

Rising demand for premium brands off-set by popularity of economy ranges

Leading brands focus on innovation and extensive product ranges

RECOVERY AND OPPORTUNITIES

Restrictions on germicidals boost distribution via chemists and pharmacies

Demand for wound care products continues to peak during summer season

Price sensitive consumers shy away from multi-product offers

CATEGORY DATA

Table 56 Sales of Wound Care by Category: Value 2015-2020
Table 57 Sales of Wound Care by Category: % Value Growth 2015-2020
Table 58 NBO Company Shares of Wound Care: % Value 2016-2020
Table 59 LBN Brand Shares of Wound Care: % Value 2017-2020
Table 60 Forecast Sales of Wound Care by Category: Value 2020-2025
Table 61 Forecast Sales of Wound Care by Category: % Value Growth 2020-2025

Vitamins in Italy

KEY DATA FINDINGS

2020 IMPACT

Consumers look to boost immune systems following COVID-19 outbreak

Rising awareness of importance of vitamin intake among Italian consumers

Leading brands focussing on multivitamins with specific niche positioning

RECOVERY AND OPPORTUNITIES

Move to combination dietary supplements set to slow multivitamins growth

Shift towards specific positioning to continue over coming years

Global giants facing growing competition from local producers

CATEGORY DATA

Table 62 Sales of Vitamins by Category: Value 2015-2020
Table 63 Sales of Vitamins by Category: % Value Growth 2015-2020
Table 64 Sales of Multivitamins by Positioning: % Value 2015-2020
Table 65 NBO Company Shares of Vitamins: % Value 2016-2020
Table 66 LBN Brand Shares of Vitamins: % Value 2017-2020
Table 67 Forecast Sales of Vitamins by Category: Value 2020-2025
Table 68 Forecast Sales of Vitamins by Category: % Value Growth 2020-2025

Dietary Supplements in Italy

KEY DATA FINDINGS

2020 IMPACT

Sales boosted by rising consumer health awareness in response to COVID-19

Demand boosted by growing interest in prevention and long-term wellbeing

Leading brands targeting consumers with specific niche requirements

RECOVERY AND OPPORTUNITIES

Increasing maturity represents threat to future growth

Segmentation boosts calcium and combination dietary supplements

Strong sales attracting new large players via mergers and acquisitions

CATEGORY DATA

Table 69 Sales of Dietary Supplements by Category: Value 2015-2020
Table 70 Sales of Dietary Supplements by Category: % Value Growth 2015-2020
Table 71 Sales of Dietary Supplements by Positioning: % Value 2015-2020
Table 72 NBO Company Shares of Dietary Supplements: % Value 2016-2020
Table 73 LBN Brand Shares of Dietary Supplements: % Value 2017-2020
Table 74 Forecast Sales of Dietary Supplements by Category: Value 2020-2025
Table 75 Forecast Sales of Dietary Supplements by Category: % Value Growth 2020-2025

Weight Management and Wellbeing in Italy

KEY DATA FINDINGS

2020 IMPACT

Inactivity during lockdown off-set by more focus on immune boosting supplements

Rise in obesity rate among Italian consumers fails to stimulate growth

XL-S continues to gain sales share

RECOVERY AND OPPORTUNITIES

Health concerns limiting growth within weight loss supplements

Meal replacement brands adapt to rising consumer health awareness

Investment in clever positioning and marketing increasingly key to success

CATEGORY DATA

Table 76 Sales of Weight Management and Wellbeing by Category: Value 2015-2020
Table 77 Sales of Weight Management and Wellbeing by Category: % Value Growth 2015-2020
Table 78 NBO Company Shares of Weight Management and Wellbeing: % Value 2016-2020
Table 79 LBN Brand Shares of Weight Management and Wellbeing: % Value 2017-2020
Table 80 Forecast Sales of Weight Management and Wellbeing by Category: Value 2020-2025
Table 81 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2020-2025

Sports Nutrition in Italy

KEY DATA FINDINGS

2020 IMPACT

Sales negatively impacted by inactivity during COVID-19 lockdown

Leading brands look to boost sales by extending consumer base

Extensive distribution and varied product offer key to success

RECOVERY AND OPPORTUNITIES

Demand for sports non-protein products boosted by endurance positioning

Online players gaining sales share due to low prices and wide offer

Interest in plant-based protein products set to continue rising

CATEGORY DATA

Table 82 Sales of Sports Nutrition by Category: Value 2015-2020
Table 83 Sales of Sports Nutrition by Category: % Value Growth 2015-2020
Table 84 NBO Company Shares of Sports Nutrition: % Value 2016-2020
Table 85 LBN Brand Shares of Sports Nutrition: % Value 2017-2020
Table 86 Forecast Sales of Sports Nutrition by Category: Value 2020-2025
Table 87 Forecast Sales of Sports Nutrition by Category: % Value Growth 2020-2025

Herbal/Traditional Products in Italy

KEY DATA FINDINGS

2020 IMPACT

Demand boosted by rising anxiety levels in response to concerns over COVID-19

Growing interest in more natural and alternative healing products

Leading brands focus on herbal positioning to attract consumers

RECOVERY AND OPPORTUNITIES

Brands offering herbal/traditional options to target health conscious consumers

Demand driven by rise in incidence of flu and sleep disorders

Focus on raising awareness via marketing and innovation investment

CATEGORY DATA

Table 88 Sales of Herbal/Traditional Products by Category: Value 2015-2020
Table 89 Sales of Herbal/Traditional Products by Category: % Value Growth 2015-2020
Table 90 NBO Company Shares of Herbal/Traditional Products: % Value 2016-2020
Table 91 LBN Brand Shares of Herbal/Traditional Products: % Value 2017-2020
Table 92 Forecast Sales of Herbal/Traditional Products by Category: Value 2020-2025
Table 93 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2020-2025

Paediatric Consumer Health in Italy

KEY DATA FINDINGS

2020 IMPACT

Health concerns among parents about COVID-19 boosts demand

Rising health concerns off-set impact of falling birth rate on demand

Strong trust in quality and effectiveness key to attracting parents

RECOVERY AND OPPORTUNITIES

Safe image of vitamins and dietary supplements to support further growth

Growing interest in products perceived as having less side effects

Brands that focus on natural ingredient positioning set to gain sales share

CATEGORY DATA

Table 94 Sales of Paediatric Consumer Health by Category: Value 2015-2020
Table 95 Sales of Paediatric Consumer Health by Category: % Value Growth 2015-2020
Table 96 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2015-2020
Table 97 NBO Company Shares of Paediatric Consumer Health: % Value 2016-2020
Table 98 LBN Brand Shares of Paediatric Consumer Health: % Value 2017-2020
Table 99 Forecast Sales of Paediatric Consumer Health by Category: Value 2020-2025
Table 100 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2020-2025

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