Sales of vitamins are expected to see a small decline in retail volume and value terms (at constant 2023 prices) over the forecast period, albeit sales will remain significantly higher than pre-pandemic levels. While overall sales are expected to decline, vitamin B is projected to deliver modest growth in value and volume terms, with sales expected to continue benefiting from the growing base of consumers aged over 65.
Multivitamins positioned for general health are set to see a more positive outlook over the forecast period with consumer purchasing power expected to recover in the mid-term. Due to the challenging economic environment Italians are currently focusing on personal health needs within vitamins and dietary supplements, with many people cutting out non-essential products to save money.
Brick and mortar pharmacies is the most important distribution channel for vitamins and dietary supplements in Italy, but retail e-commerce is set to gain further share over the forecast period. In 2022, e-commerce saw a slowdown in sales as Italians returned to store-based retailers, but sales have started to accelerate again in 2023, as consumers have increasingly combined offline with online shopping for convenience and to obtain the best value.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
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.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!