Health and wellness is a key trend in packaged food and soft drinks in Italy, with all manufacturers facing challenges and creating opportunities in line with it. Organic products have benefited, as have products that offer both taste and health benefits.
Health and wellness turned out to be the most important trend in 2018. Italian consumers wanted to reduce their sugar consumption and they looked for organic and healthy ingredients.
In September 2018, Starbucks entered the Italian market, opening its first outlet in Milan. There were both enthusiasts and sceptics amongst Italian consumers, but the launch is set to be fruitful due to Italians’ desire to live more internationally.
Supermarkets and hypermarkets continue to dominate health and wellness distribution, partly due to the strong share of private label in this area. Modern retailers offer a wide range of both branded and private label products, thus enabling them to maintain a stable sales share.
A positive and dynamic economic scenario in Italy and the increasingly ageing population are set to give a boost to health and wellness sales. The population in Italy is ageing, with those over the age of 65 expected to account for more than a quarter of the population by 2030.
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Discover the latest market trends and uncover sources of future market growth for the Health and Wellness industry in Italy with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport, our Health and Wellness market research database.