Executive Summary

Mar 2019
Health and wellness a key trend in Italy

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.

Tea benefits from health and wellness trend

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.

Starbucks enters the Italian market

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 lead

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.

Improving economy and ageing population to benefit health and wellness

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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Health and Wellness in Italy

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Overview

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.

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 Health and Wellness industry in Italy, our research will save you time and money while empowering you to make informed, profitable decisions.

The Health and Wellness 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 Health and Wellness in Italy?
  • What are the major brands in Italy?
  • Were the sales of health and wellness affected by the global recession?
  • What functional ingredients in food and drinks are in fashion in Italy?
  • Is the organic movement still growing?
  • Are weight management food and drinks driven by product reformulation?

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 Health and Wellness market research database.

Health and Wellness in Italy

EXECUTIVE SUMMARY

Health and wellness a key trend in Italy
Tea benefits from health and wellness trend
Starbucks enters the Italian market
Supermarkets and hypermarkets continue to lead
Improving economy and ageing population to benefit health and wellness

MARKET DATA

Table 1 Sales of Health and Wellness by Type: Value 2013-2018
Table 2 Sales of Health and Wellness by Type: % Value Growth 2013-2018
Table 3 Sales of Health and Wellness by Category: Value 2013-2018
Table 4 Sales of Health and Wellness by Category: % Value Growth 2013-2018
Table 5 Sales of Health and Wellness by Prime Positioning: Value 2013-2018
Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2013-2018
Table 7 NBO Company Shares of Health and Wellness: % Value 2014-2018
Table 8 LBN Brand Shares of Health and Wellness: % Value 2015-2018
Table 9 Distribution of Health and Wellness by Format: % Value 2013-2018
Table 10 Distribution of Health and Wellness by Format and Category: % Value 2018
Table 11 Forecast Sales of Health and Wellness by Type: Value 2018-2023
Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2018-2023
Table 13 Forecast Sales of Health and Wellness by Category: Value 2018-2023
Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2018-2023
Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2018-2023
Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Better For You Beverages in Italy

HEADLINES

PROSPECTS

Reduced sugar and sugar substitutes in demand
Reduced caffeine trend is losing its impact
BFY beverages set to decline

COMPETITIVE LANDSCAPE

Coca-Cola is the clear leader in BFY beverages
Domestic San Pellegrino reacquires Nestea from Coca-Cola
Nestlé launches reduced fat Nesquik

CATEGORY DATA

Table 17 Sales of BFY Beverages by Category: Value 2013-2018
Table 18 Sales of BFY Beverages by Category: % Value Growth 2013-2018
Table 19 NBO Company Shares of BFY Beverages: % Value 2014-2018
Table 20 LBN Brand Shares of BFY Beverages: % Value 2015-2018
Table 21 Distribution of BFY Beverages by Format: % Value 2013-2018
Table 22 Forecast Sales of BFY Beverages by Category: Value 2018-2023
Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2018-2023

Better For You Packaged Food in Italy

HEADLINES

PROSPECTS

Strong promotional activity
Reduced fat cheese increases thanks to big brands’ investment
Palm oil removed from most sweet biscuits

COMPETITIVE LANDSCAPE

Granarolo investing in better for you new product developments
Sperlari aggressively working at regaining share
Hero Light continues to gain share

CATEGORY DATA

Table 24 Sales of BFY Packaged Food by Category: Value 2013-2018
Table 25 Sales of BFY Packaged Food by Category: % Value Growth 2013-2018
Table 26 NBO Company Shares of BFY Packaged Food: % Value 2014-2018
Table 27 LBN Brand Shares of BFY Packaged Food: % Value 2015-2018
Table 28 Distribution of BFY Packaged Food by Format: % Value 2013-2018
Table 29 Forecast Sales of BFY Packaged Food by Category: Value 2018-2023
Table 30 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2018-2023

Fortified/Functional Beverages in Italy

HEADLINES

PROSPECTS

Functional waters growing in Italy due to their specific use
FF juices growing with many new launches
FF energy drinks premiumisation trend

COMPETITIVE LANDSCAPE

Leader Red Bull Srl launches new premium brand, Organics
Domestic Enervit S.p.A. new launches for the brand Enervit Sport
Levissima launches Levissima+, a new line of functional waters

CATEGORY DATA

Table 31 Sales of Fortified/Functional Beverages by Category: Value 2013-2018
Table 32 Sales of Fortified/Functional Beverages by Category: % Value Growth 2013-2018
Table 33 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2013-2018
Table 34 Key Functional Ingredients in Fortified/Functional 100% Juice: % Value 2013-2018
Table 35 Key Functional Ingredients in Fortified/Functional Juice Drinks (up to 24% juice): % Value 2013-2018
Table 36 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2013-2018
Table 37 NBO Company Shares of Fortified/Functional Beverages: % Value 2014-2018
Table 38 LBN Brand Shares of Fortified/Functional Beverages: % Value 2015-2018
Table 39 Distribution of Fortified/Functional Beverages by Format: % Value 2013-2018
Table 40 Forecast Sales of Fortified/Functional Beverages by Category: Value 2018-2023
Table 41 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2018-2023

Fortified/Functional Packaged Food in Italy

HEADLINES

PROSPECTS

Discussions amongst stakeholders about FF and organic positioning
Margarine sales strongly linked to fortified functional ingredients
Products enriched with calcium will grow further

COMPETITIVE LANDSCAPE

Valle' launches Valle' Omega-3
Kellogg’s Special K slowly improves
Promotional activity has been critical for LNPF’s LC1

CATEGORY DATA

Table 42 Sales of Fortified/Functional Packaged Food by Category: Value 2013-2018
Table 43 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2013-2018
Table 44 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2013-2018
Table 45 Key Functional Ingredients in Fortified/Functional Bread: % Value 2013-2018
Table 46 Key Functional Ingredients in Fortified/Functional Chocolate Confectionery: % Value 2013-2018
Table 47 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2013-2018
Table 48 Key Functional Ingredients in Fortified/Functional Milk: % Value 2013-2018
Table 49 Key Functional Ingredients in Fortified/Functional Sweet Biscuits: % Value 2013-2018
Table 50 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2013-2018
Table 51 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2014-2018
Table 52 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2015-2018
Table 53 LBN Brand Shares of Fortified/Functional Bread: % Value 2015-2018
Table 54 Distribution of Fortified/Functional Packaged Food by Format: % Value 2013-2018
Table 55 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2018-2023
Table 56 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2018-2023

Free From in Italy

HEADLINES

PROSPECTS

Free from lactose continues to grow
Free from dairy ice cream increasingly important
Free from baby food can revive baby food sales

COMPETITIVE LANDSCAPE

Mellin Spa invests in TV advertising
Esselunga makes online shopping easier for free from

CATEGORY DATA

Table 57 Sales of Free From by Category: Value 2013-2018
Table 58 Sales of Free From by Category: % Value Growth 2013-2018
Table 59 NBO Company Shares of Free From: % Value 2014-2018
Table 60 LBN Brand Shares of Free From: % Value 2015-2018
Table 61 Distribution of Free From by Format: % Value 2013-2018
Table 62 Forecast Sales of Free From by Category: Value 2018-2023
Table 63 Forecast Sales of Free From by Category: % Value Growth 2018-2023

Naturally Healthy Beverages in Italy

HEADLINES

PROSPECTS

Growth for naturally healthy beverages
The rise of coconut water as a naturally healthy product
Naturally healthy green tea attracts consumer interest

COMPETITIVE LANDSCAPE

Juices producers interested in dynamism of naturally healthy products
RTD green teas boosted by naturally healthy trend
Domestic player Equilibra Srl’s new openings in Rome and Milan

CATEGORY DATA

Table 64 Sales of NH Beverages by Category: Value 2013-2018
Table 65 Sales of NH Beverages by Category: % Value Growth 2013-2018
Table 66 NBO Company Shares of NH Beverages: % Value 2014-2018
Table 67 LBN Brand Shares of NH Beverages: % Value 2015-2018
Table 68 Distribution of NH Beverages by Format: % Value 2013-2018
Table 69 Forecast Sales of NH Beverages by Category: Value 2018-2023
Table 70 Forecast Sales of NH Beverages by Category: % Value Growth 2018-2023

Naturally Healthy Packaged Food in Italy

HEADLINES

PROSPECTS

Nuts and seeds as a source of protein
More healthy oils available
High fibre pasta growth

COMPETITIVE LANDSCAPE

Campo dei Fiori invests in premium butter
Madi Ventura targets active customers
Oro Saiwa still shows potential

CATEGORY DATA

Table 71 Sales of NH Packaged Food by Category: Value 2013-2018
Table 72 Sales of NH Packaged Food by Category: % Value Growth 2013-2018
Table 73 NBO Company Shares of NH Packaged Food: % Value 2014-2018
Table 74 LBN Brand Shares of NH Packaged Food: % Value 2015-2018
Table 75 Distribution of NH Packaged Food by Format: % Value 2013-2018
Table 76 Forecast Sales of NH Packaged Food by Category: Value 2018-2023
Table 77 Forecast Sales of NH Packaged Food by Category: % Value Growth 2018-2023

Organic Beverages in Italy

HEADLINES

PROSPECTS

Organic stands out as a strong claim in all soft drinks
New launches strongly focused on organic and high quality
Consumers demanding flavoursome and healthy drinks

COMPETITIVE LANDSCAPE

Dynamism and new launches in 100% organic nectars boost growth
Domestic Acque Minerali srl focuses on organic
Domestic Fe.Mo Srl launches organic Alove Zenzero

CATEGORY DATA

Table 78 Sales of Organic Beverages by Category: Value 2013-2018
Table 79 Sales of Organic Beverages by Category: % Value Growth 2013-2018
Table 80 NBO Company Shares of Organic Beverages: % Value 2014-2018
Table 81 LBN Brand Shares of Organic Beverages: % Value 2015-2018
Table 82 Distribution of Organic Beverages by Format: % Value 2013-2018
Table 83 Forecast Sales of Organic Beverages by Category: Value 2018-2023
Table 84 Forecast Sales of Organic Beverages by Category: % Value Growth 2018-2023

Organic Packaged Food in Italy

HEADLINES

PROSPECTS

Private label impacts sales of other brands
Organic jams and spreads continue to grow
Does it make sense to buy an organic product made miles away?

COMPETITIVE LANDSCAPE

Premium organic jams benefit Rigoni
Granarolo grows its organic share
Alce Nero likely to increase its manufacturing base

CATEGORY DATA

Table 85 Sales of Organic Packaged Food by Category: Value 2013-2018
Table 86 Sales of Organic Packaged Food by Category: % Value Growth 2013-2018
Table 87 NBO Company Shares of Organic Packaged Food: % Value 2014-2018
Table 88 LBN Brand Shares of Organic Packaged Food: % Value 2015-2018
Table 89 Distribution of Organic Packaged Food by Format: % Value 2013-2018
Table 90 Forecast Sales of Organic Packaged Food by Category: Value 2018-2023
Table 91 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2018-2023