Weight Management and Wellbeing in Italy

PROSPECTS

Sluggish category growth despite rising obesity rates

There are growing concerns about the health effects of excess weight, as obesity rates among adults and young consumers continue to rise in Italy. The problem is more widespread in southern Italy, according to research by the Italian Barometer Diabetes Observatory Foundation, in collaboration with ISTAT.

Weight loss supplements suffers from negative perception and strong competition

Weight loss supplements is expected to see further strong declines in retail volume and current value sales over the forecast period. These products are perceived as ineffective and lacking tangible benefits in terms of slimming by consumers.

Natural and healthy positioning adds dynamism to meal replacement

Meal replacement is predicted to continue to register positive retail volume and current value growth over the forecast period. This category benefits from the perception among consumers that meal replacement products produce effective slimming results.

COMPETITIVE LANDSCAPE

XL-S is emerging as a significant challenger to Herbalife Nutrition

Herbalife is seeing a marginal rebound in value share in 2019, following a significant drop in 2018. Nonetheless, current value sales are not growing as Herbalife faces stronger competition from brands with natural positioning, including Foodspring, which is distributed via internet retailers of sports nutrition and meal replacement in Italy.

Investments in new products boost Pesoforma and Enervit

Nutrition & Santé is ranked second through Pesoforma, which is the leading brand in modern grocery retailers. In 2018, Nutrition & Santé withdrew Protiplus, a protein meal replacement line available through pharmacies to focus on Pesoforma.

Meritene gains ground on Ensure with new positioning and advertising

Unlike the relatively fragmented competitive landscapes of weight loss supplements and meal replacement, OTC obesity and supplement nutrition drinks remain highly concentrated. GSK Consumer Healthcare is the only company operating in OTC obesity in 2019.

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