Executive Summary

Oct 2019
Healthier, more proactive approach stimulates value growth in consumer health

The focus on long-term health and prevention continues in Italy. Therefore, vitamins and dietary supplements and herbal/traditional products remain strong drivers of current value growth in 2019.

Lifestyle, demographic and self-medication shifts inform demand trends

Consumer health is seeing slower current value growth in 2019, compared with the review period CAGR. Self-medication, stress, an ageing population and new launches are shaping demand.

Joint venture helps GSK Consumer Healthcare gain the leading position in 2019

In 2019, GSK Consumer Healthcare overtook the domestic company Aziende Chimiche Riunite Angelini Francesco to lead consumer health in Italy. The erstwhile Italian leader owns some of the most popular OTC brands, such as Tachipirina, Moment and Tantum Verde, as well as Body Spring in vitamins and dietary supplements (standard and herbal/traditional) and weight management and wellbeing.

Liberalisation fosters growing presence of “pharmacy corners”

Internet retailing remains the most dynamic distribution channel in consumer health in Italy. This development is supported by online pharmacies being allowed to operate in Italy since 2016.

Positive outlook due to focus on self-medication, segmentation and long-term wellbeing

The forecast for consumer health in Italy is positive, with current value growth in line with the review period performance. More and more consumers are increasingly familiar with OTC medicines.

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Consumer Health in Italy

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Overview

Discover the latest market trends and uncover sources of future market growth for the Consumer Health industry in Italy with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Consumer Health industry in Italy, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Italy for free:

The Consumer Health in Italy market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Consumer Health in Italy?
  • What are the major brands in Italy?
  • What are the main trends in OTC Healthcare?

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 industry report originates from Passport, our Consumer Health market research database.

Consumer Health in Italy

EXECUTIVE SUMMARY

Healthier, more proactive approach stimulates value growth in consumer health
Lifestyle, demographic and self-medication shifts inform demand trends
Joint venture helps GSK Consumer Healthcare gain the leading position in 2019
Liberalisation fosters growing presence of “pharmacy corners”
Positive outlook due to focus on self-medication, segmentation and long-term wellbeing

MARKET INDICATORS

Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 2 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 3 Sales of Consumer Health by Category: Value 2014-2019
Table 4 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 6 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 7 Penetration of Private Label in Consumer Health by Category: % Value 2014-2019
Table 8 Distribution of Consumer Health by Format: % Value 2014-2019
Table 9 Distribution of Consumer Health by Format and Category: % Value 2019
Table 10 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2019-2024

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches

DEFINITIONS

SOURCES

Summary 1 Research Sources

Analgesics in Italy

HEADLINES

PROSPECTS

Growing appreciation of OTC pushes herbal/traditional and value sales
Consumers look to lifestyle improvements and OTC to treat common complaints
Search for solutions to specific ailments and convenience

COMPETITIVE LANDSCAPE

The leader supports brands with strong positioning and advertising
Key players invest in convenience and innovation to challenge the leader
Acquisitions and new products add dynamism to the competitive landscape

CATEGORY DATA

Table 12 Sales of Analgesics by Category: Value 2014-2019
Table 13 Sales of Analgesics by Category: % Value Growth 2014-2019
Table 14 NBO Company Shares of Analgesics: % Value 2015-2019
Table 15 LBN Brand Shares of Analgesics: % Value 2016-2019
Table 16 Forecast Sales of Analgesics by Category: Value 2019-2024
Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2019-2024

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

HEADLINES

PROSPECTS

Robust flu season and rise in respiratory allergies underpin value growth
Climate and lifestyle trends increase the demand for OTC remedies
Consumers switch to herbal/traditional products in search of less invasive options

COMPETITIVE LANDSCAPE

The leaders benefit from the consumer preference for well-known brands
New product launches feature format and flavour aspects
Pharyngeal preparations positioned to compete directly with adult mouth care brands

CATEGORY DATA

Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2014-2019
Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2014-2019
Table 20 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2015-2019
Table 21 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2016-2019
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2019-2024
Table 23 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2019-2024

Dermatologicals in Italy

HEADLINES

PROSPECTS

Higher incidence of allergies determines fastest-growing category in 2019
Stress and quality concerns boost hair loss and paediatric products respectively
Fitness trend stimulates value growth in topical antifungals

COMPETITIVE LANDSCAPE

Bayer supports brands with investments to retain lead
Domestic players remain competitive as multinationals see varying performances
Move to more natural products in child-centric categories

CATEGORY DATA

Table 24 Sales of Dermatologicals by Category: Value 2014-2019
Table 25 Sales of Dermatologicals by Category: % Value Growth 2014-2019
Table 26 NBO Company Shares of Dermatologicals: % Value 2015-2019
Table 27 LBN Brand Shares of Dermatologicals: % Value 2016-2019
Table 28 LBN Brand Shares of Hair Loss Treatments: % Value 2016-2019
Table 29 Forecast Sales of Dermatologicals by Category: Value 2019-2024
Table 30 Forecast Sales of Dermatologicals by Category: % Value Growth 2019-2024

Dietary Supplements in Italy

HEADLINES

PROSPECTS

Focus on prevention and long-term wellbeing fosters demand
Slower, but robust value growth predicted due to maturity
Calcium supplements and combination dietary supplements benefit from specific positioning

COMPETITIVE LANDSCAPE

Sanofi adds new specific need product to portfolio
Herbal trend helps Aboca increase its retail value share
Players look to enter dynamic category through acquisitions

CATEGORY DATA

Table 31 Sales of Dietary Supplements by Category: Value 2014-2019
Table 32 Sales of Dietary Supplements by Category: % Value Growth 2014-2019
Table 33 Sales of Dietary Supplements by Positioning: % Value 2014-2019
Table 34 NBO Company Shares of Dietary Supplements: % Value 2015-2019
Table 35 LBN Brand Shares of Dietary Supplements: % Value 2016-2019
Table 36 Forecast Sales of Dietary Supplements by Category: Value 2019-2024
Table 37 Forecast Sales of Dietary Supplements by Category: % Value Growth 2019-2024

Digestive Remedies in Italy

HEADLINES

PROSPECTS

Stressful lifestyles and virulent flu cases boost antacids and diarrhoeal remedies
Research on stress-related issues focuses on women
Prevention over cure favours herbal alternatives

COMPETITIVE LANDSCAPE

Sanofi rides growth in antacids to stay ahead of Johnson & Johnson
Herbal/traditional trend spurs growth for brands
Strong value sales growth leaves room for optimism in laxatives

CATEGORY DATA

Table 38 Sales of Digestive Remedies by Category: Value 2014-2019
Table 39 Sales of Digestive Remedies by Category: % Value Growth 2014-2019
Table 40 NBO Company Shares of Digestive Remedies: % Value 2015-2019
Table 41 LBN Brand Shares of Digestive Remedies: % Value 2016-2019
Table 42 Forecast Sales of Digestive Remedies by Category: Value 2019-2024
Table 43 Forecast Sales of Digestive Remedies by Category: % Value Growth 2019-2024

Eye Care in Italy

HEADLINES

PROSPECTS

Rising use of digital devices stimulates the need for eye care
Consumers appreciate convenience and gentler, more natural options
Rising incidence of allergies sustains interest in allergy eye care

COMPETITIVE LANDSCAPE

Montefarmaco leads domestic players’ hold on the category
Aboca leverages natural positioning to grow value sales in 2019
Optrex benefits from convenience and advertising to grow value share in 2019

CATEGORY DATA

Table 44 Sales of Eye Care by Category: Value 2014-2019
Table 45 Sales of Eye Care by Category: % Value Growth 2014-2019
Table 46 NBO Company Shares of Eye Care: % Value 2015-2019
Table 47 LBN Brand Shares of Eye Care: % Value 2016-2019
Table 48 Forecast Sales of Eye Care by Category: Value 2019-2024
Table 49 Forecast Sales of Eye Care by Category: % Value Growth 2019-2024

Herbal/Traditional Products in Italy

HEADLINES

PROSPECTS

Consumers seek alternative healing through herbal/traditional products
Standard players expand their lines to include herbal/traditional options
Strong flu season and sleep disorders push sales of herbal remedies

COMPETITIVE LANDSCAPE

Aboca leverages strong herbal reputation to lead a highly fragmented category
Wide distribution helps ESI grow its value share in 2019
Investments in new products and advertising remain key sales drivers

CATEGORY DATA

Table 50 Sales of Herbal/Traditional Products by Category: Value 2014-2019
Table 51 Sales of Herbal/Traditional Products by Category: % Value Growth 2014-2019
Table 52 NBO Company Shares of Herbal/Traditional Products: % Value 2015-2019
Table 53 LBN Brand Shares of Herbal/Traditional Products: % Value 2016-2019
Table 54 Forecast Sales of Herbal/Traditional Products by Category: Value 2019-2024
Table 55 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2019-2024

NRT Smoking Cessation Aids in Italy

HEADLINES

PROSPECTS

Limited growth potential as tobacco smokers look to other means to quit the habit
E-vapour products continues to provide strong competition
“Other” NRT offers convenience to emerge as a strong growth driver

COMPETITIVE LANDSCAPE

Nicorette Quick adds dynamism to Johnson & Johnson’s offer
Perrigo consolidates following integration of Chefaro Pharma Italia
Innovation remains the key to development for players

CATEGORY DATA

Table 56 Sales of NRT Smoking Cessation Aids by Category: Value 2014-2019
Table 57 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2014-2019
Table 58 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2015-2019
Table 59 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2016-2019
Table 60 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2019-2024
Table 61 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2019-2024

Paediatric Consumer Health in Italy

HEADLINES

PROSPECTS

Willingness to spend offsets low birth rates to generate positive value growth
Vitamins and dietary supplements benefits from safe perception among parents
Move to herbal products in search of gentler options with fewer side effects

COMPETITIVE LANDSCAPE

Tachipirina enjoys trust and favour across the generations to lead the category
Aboca’s reputation for quality, safe products leads to fastest value growth in 2019
Mustela gains the trust of parents with products made of natural ingredients

CATEGORY DATA

Table 62 Sales of Paediatric Consumer Health by Category: Value 2014-2019
Table 63 Sales of Paediatric Consumer Health by Category: % Value Growth 2014-2019
Table 64 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2016-2019
Table 65 NBO Company Shares of Paediatric Consumer Health: % Value 2015-2019
Table 66 LBN Brand Shares of Paediatric Consumer Health: % Value 2016-2019
Table 67 Forecast Sales of Paediatric Consumer Health by Category: Value 2019-2024
Table 68 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2019-2024

Sleep Aids in Italy

HEADLINES

PROSPECTS

Consumers purchase sleep aids to counter sleep disorders
Techno-dependency grows the potential consumer base for sleep aids
Natural-positioning sees shift to sleep aids over Rx medicines

COMPETITIVE LANDSCAPE

Vemedia Pharma Italia leads through innovation and product and format choice
The main players leverage gentler herbal/traditional products to appeal to consumers
Domestic players retain the trust of consumers to challenge internationals

CATEGORY DATA

Table 69 Sales of Sleep Aids: Value 2014-2019
Table 70 Sales of Sleep Aids: % Value Growth 2014-2019
Table 71 NBO Company Shares of Sleep Aids: % Value 2015-2019
Table 72 LBN Brand Shares of Sleep Aids: % Value 2016-2019
Table 73 Forecast Sales of Sleep Aids: Value 2019-2024
Table 74 Forecast Sales of Sleep Aids: % Value Growth 2019-2024

Sports Nutrition in Italy

HEADLINES

PROSPECTS

Wider potential consumer base spurs interest in sports nutrition
Endurance positioning and wider offer boosts sports non-protein products
Wide offer at lower prices drives online sales of sports nutrition

COMPETITIVE LANDSCAPE

Enervit benefits from a comprehensive offer and wide distribution
Named raises profile through advertising and sponsorships
More plant-based protein products anticipated in the forecast period

CATEGORY DATA

Table 75 Sales of Sports Nutrition by Category: Value 2014-2019
Table 76 Sales of Sports Nutrition by Category: % Value Growth 2014-2019
Table 77 NBO Company Shares of Sports Nutrition: % Value 2015-2019
Table 78 LBN Brand Shares of Sports Nutrition: % Value 2016-2019
Table 79 Forecast Sales of Sports Nutrition by Category: Value 2019-2024
Table 80 Forecast Sales of Sports Nutrition by Category: % Value Growth 2019-2024

Vitamins in Italy

HEADLINES

PROSPECTS

Consumers see vitamins as an important component of a healthy lifestyle
Move to combination dietary supplements set to slow multivitamins
Vitamins develops along specific lines of positioning

COMPETITIVE LANDSCAPE

Bayer retains lead by developing offer of multivitamins with specific positioning
Swisse pushes specific positioning to see the fastest value growth in 2019
Domestic players challenge internationals with segmented offer

CATEGORY DATA

Table 81 Sales of Vitamins by Category: Value 2014-2019
Table 82 Sales of Vitamins by Category: % Value Growth 2014-2019
Table 83 Sales of Multivitamins by Positioning: % Value 2014-2019
Table 84 NBO Company Shares of Vitamins: % Value 2015-2019
Table 85 LBN Brand Shares of Vitamins: % Value 2016-2019
Table 86 Forecast Sales of Vitamins by Category: Value 2019-2024
Table 87 Forecast Sales of Vitamins by Category: % Value Growth 2019-2024

Weight Management and Wellbeing in Italy

HEADLINES

PROSPECTS

Sluggish category growth despite rising obesity rates
Weight loss supplements suffers from negative perception and strong competition
Natural and healthy positioning adds dynamism to meal replacement

COMPETITIVE LANDSCAPE

XL-S is emerging as a significant challenger to Herbalife Nutrition
Investments in new products boost Pesoforma and Enervit
Meritene gains ground on Ensure with new positioning and advertising

CATEGORY DATA

Table 88 Sales of Weight Management and Wellbeing by Category: Value 2014-2019
Table 89 Sales of Weight Management and Wellbeing by Category: % Value Growth 2014-2019
Table 90 NBO Company Shares of Weight Management and Wellbeing: % Value 2015-2019
Table 91 LBN Brand Shares of Weight Management and Wellbeing: % Value 2016-2019
Table 92 Forecast Sales of Weight Management and Wellbeing by Category: Value 2019-2024
Table 93 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2019-2024

Wound Care in Italy

HEADLINES

PROSPECTS

Socioeconomic trends underpin the polarisation of wound care in Italy
Demand remains highly seasonal with a hot summer boosting sales in 2019
High prices see consumers purchase products separately

COMPETITIVE LANDSCAPE

Innovation and wide offer foster value sales growth for Master Aid and Hansaplast
Perrigo enters would care with the acquisition of Salvelox
Chemists/pharmacies benefits from restrictions on the sale of germicidals

CATEGORY DATA

Table 94 Sales of Wound Care by Category: Value 2014-2019
Table 95 Sales of Wound Care by Category: % Value Growth 2014-2019
Table 96 NBO Company Shares of Wound Care: % Value 2015-2019
Table 97 LBN Brand Shares of Wound Care: % Value 2016-2019
Table 98 Forecast Sales of Wound Care by Category: Value 2019-2024
Table 99 Forecast Sales of Wound Care by Category: % Value Growth 2019-2024