Weight Management and Wellbeing in Italy

PROSPECTS

Rising obesity concerns in Italy

Concerns about the health impact of excess weight continued to rise in Italy. Weight issues affect nearly 46% of Italians overall, with 36% of people being deemed overweight and 10% suffering from obesity, according to The National Observatory on Health in the Italian Regions.

Competition from alternative weight loss methods curbs growth

Weight management and wellbeing recorded a moderate decline in value sales in 2018. Despite the rising incidence of obesity in Italy, weight management and wellbeing suffered from increasing competition from alternative weight loss methods, such as increasingly active lifestyles, including exercising at fitness centres, as well as from prescription medicines.

Meal replacement’s growth driven by naturally positioned products

Meal replacement is expected to show positive growth rates over the forecast period, continuing to benefit from consumers’ appreciation of these products for offering effective slimming results. It is set to remain the most significant product in terms of value sales, with bars expected to remain the most popular format due to their convenience.

COMPETITIVE LANDSCAPE

Herbalife continues to increase its lead

Direct seller Herbalife remained the leader within weight management and wellbeing in 2018, ranking first in meal replacement and weight loss supplements due to its eponymous brand and its Formula 1 brand. Herbalife relies on its strong network of direct selling agents and is appreciated by Italians due to its long-term presence and natural positioning.

Pesoforma and Enervit Protein have strong presence in grocery retailers

Nutrition & Santé Italia SpA maintained its second position, with a strong positioning in grocery retailers due to its Pesoforma brand. In 2018, Nutrition & Santé decided to withdraw Protiplus, a protein meal replacement line available through pharmacies, to focus on Pesoforma, which it extended with the recent Pesoforma Nature line.

International companies dominate OTC obesity and supplement nutrition drinks

In contrast to the highly fragmented weight loss supplements and meal replacement, both OTC obesity and supplement nutrition drinks remained highly concentrated in Italy. GSK Consumer Healthcare continued to be the only company operating in OTC obesity in 2018, offering the Alli brand, which was launched in 2009 and still available at the end of the review period, despite the fact that the brand may be withdrawn from some markets.

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