Sleep aids is expected to remain one of the most dynamic categories of consumer health in Italy over the forecast period, with it being set to benefit from the wide impact of sleep disorders in Italy and from the growing consumer focus on wellbeing and prevention, According to the Italian Association for Sleep Medicine, about 12 million Italians (around 1 in 4 adults) suffer from chronic or temporary insomnia and the most frequent problems include difficulty falling asleep, waking during the night and early in the morning and also difficulty getting back to sleep. Given the current political, social and economic uncertainty facing the world it is also likely that more consumers will suffer from unsettled sleep, with these issues likely to cause anxiety and stress for many people.
The growing usage of digital devices, especially smartphones, is also expected to support a rise in sleep disorders in Italy, as Italians will likely continue to increase their time spent on their smartphones, laptops and tablets. A recent study by the European Commission, conducted in 16 countries, shows how much time people in each country spend on mobile phones away from the workplace.
Innovation is expected to remain important in sleep aids in Italy as the category becomes increasingly competitive. After the successful launches seen in the review period, including leading brands ZzzQuil Natura and Novanight, the offer of sleep aids is expected to continue expanding in the forecast period, as players will aim to capitalise from the growing impact of sleep disorders in Italy and thus the growing demand for sleep aids.
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Understand the latest market trends and future growth opportunities for the Sleep Aids industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Sleep Aids industry in Italy, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
These aids include combinations of active ingredients (e.g. diphenhydramine + acetaminophen) and single ingredient (e.g. doxylamine succinate). Herbal remedies made with valerian root, passionflower, and others, are included. This category also tracks melatonin products - a hormone, even if they are classified as a dietary supplement in some countries.
See All of Our DefinitionsThis report originates from Passport, our Sleep Aids research and analysis database.
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