Executive Summary

Oct 2019
PROSPECTS
Consumers see vitamins as an important component of a healthy lifestyle

The growing health culture is seeing further retail volume and current value growth in 2019. For example, Federsalus (National Association of Producers and Distributors of Vitamins and Dietary Supplements and Herbal/Traditional Products) reports that a rising proportion of the 55-74-year-old population regularly adopts preventive health measures, including some participation in sport and/or fitness activity, frequent health checks and the consumption of vitamins and dietary supplements.

Move to combination dietary supplements set to slow multivitamins

While expected to remain robust, retail volume and current value growth rates are projected to be slower over the forecast period, due to high penetration and maturity. The anticipated slowdown is linked to vitamins companies moving into combination dietary supplements with the launch of multivitamins with herbal or non-herbal ingredients.

Vitamins develops along specific lines of positioning

The development of vitamins is being driven by segmentation, with products positioned for specific consumer groups, often according to age and gender. This successful strategy is increasingly applied by vitamins manufacturers in Italy.

COMPETITIVE LANDSCAPE
Bayer retains lead by developing offer of multivitamins with specific positioning

Bayer is the leading player in vitamins through its Supradyn brand, which offers multivitamins with specific positioning, such as for energy and tonality, for over 50-year-old consumers. Bayer is increasingly aware of the key competitive advantage of catering to the increasing demand for specific needs products.

Swisse pushes specific positioning to see the fastest value growth in 2019

Swisse continues to see the fastest current value sales growth in 2019. The leading brand in vitamins in Australia, Swisse was launched in Italy under Procter & Gamble in 2016/2017.

Domestic players challenge internationals with segmented offer

While international brands occupy many of the leading places in vitamins, there are a number of important domestic companies in 2019. Dompé Farmaceutici, the third-ranked player, is present with Cebion in vitamin C and Femibion with multivitamins positioned for pregnant women.

Want to find out more about this report?
Request more information
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.

Your Recently Viewed Reports

Vitamins in Italy

SAMPLES:

FAQS ABOUT SAMPLES

DELIVERY:

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

OVERVIEW

Discover the latest market trends and uncover sources of future market growth for the Vitamins 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 Vitamins industry in Italy, our research will save you time and money while empowering you to make informed, profitable decisions.

The Vitamins 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 Vitamins in Italy?
  • What are the major brands in Italy?
  • Are combination products with acetaminophen still popular?
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.

Vitamins in Italy - Category analysis

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 1 Sales of Vitamins by Category: Value 2014-2019
Table 2 Sales of Vitamins by Category: % Value Growth 2014-2019
Table 3 Sales of Multivitamins by Positioning: % Value 2014-2019
Table 4 NBO Company Shares of Vitamins: % Value 2015-2019
Table 5 LBN Brand Shares of Vitamins: % Value 2016-2019
Table 6 Forecast Sales of Vitamins by Category: Value 2019-2024
Table 7 Forecast Sales of Vitamins by Category: % Value Growth 2019-2024

Consumer Health in Italy - Industry Overview

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 8 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 9 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 10 Sales of Consumer Health by Category: Value 2014-2019
Table 11 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 13 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 14 Penetration of Private Label in Consumer Health by Category: % Value 2014-2019
Table 15 Distribution of Consumer Health by Format: % Value 2014-2019
Table 16 Distribution of Consumer Health by Format and Category: % Value 2019
Table 17 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 18 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