Dietary Supplements in Italy

PROSPECTS

Focus on prevention and long-term wellbeing fosters demand

Like vitamins, dietary supplements is benefiting from the growing health culture and focus on prevention, rather than cure, for long-term health. Doctors and pharmacists recognise that dietary supplements also have a functional role in maintaining health and wellbeing over the long term.

Slower, but robust value growth predicted due to maturity

Current value growth is projected to slow over the forecast period, due to the high level of penetration and maturity of dietary supplements. Nonetheless, as with vitamins, growth is likely to be robust due to the ongoing development of a health culture and the focus on prevention, as well as the ageing population trend in Italy.

Calcium supplements and combination dietary supplements benefit from specific positioning

Calcium supplements is projected to remain the fastest-growing category in current value terms over the forecast period. This projection is based on the growing demand for supplements that help to prevent osteoporosis among over 65-year-old consumers.

COMPETITIVE LANDSCAPE

Sanofi adds new specific need product to portfolio

Sanofi remains the leading player in a highly fragmented competitive landscape in 2019. The company’s portfolio of brands is led by Enterogermina (probiotic supplements), with Mag 2 (mineral supplements), Bioflorin (probiotic supplements) and Antistax (combination dietary supplements) the other main offerings.

Herbal trend helps Aboca increase its retail value share

The domestic company, Aboca, which enjoys a strong reputation as the leading producer of herbal/traditional products in Italy, is ranked second in dietary supplements. The company claims to produce 95% of used ingredients; grown on 1,700 hectares of land cultivated with organic farming between Umbria and Tuscany.

Players look to enter dynamic category through acquisitions

The category witnessed acquisition activity at the end of the review period. For example, Recordati entered dietary supplements by acquiring Natural Point in 2018.

Files are delivered directly into your account within a few minutes of purchase.