Vitamins is expected to continue seeing steady growth in value terms (at constant 2022 prices) over the forecast period. Sales are expected to benefit from consumers taking a more holistic approach to their health, with many people placing an emphasis on prevention.
E-commerce saw dynamic growth within vitamins following the outbreak of COVID-19 with many consumers unable or unwilling to visit store-based retailers. While consumers are returning to shopping in store the shift towards e-commerce is likely to prevail, with the online channel set to continue gaining share over the forecast period thanks to its convenience and the lower prices on offer.
The launch of innovative new lines of vitamins is expected to drive value growth over the forecast period, especially products targeting specific consumer groups. Given the ageing of Italian society it is likely that products targeting those aged over 50 will remain a key target of new product development.
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Understand the latest market trends and future growth opportunities for the Vitamins 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 Vitamins 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.
This is the aggregation of multivitamins and single vitamins.See All of Our Definitions
This report originates from Passport, our Vitamins research and analysis database.
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