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Consumer Health in Italy

Publisher Euromonitor International
Published Oct 23, 2025
Length 112 Pages
SKU # EP20503493

Description

In 2025, consumer health in Italy continued to record modest value growth, supported by several factors across the main categories. The OTC segment was largely driven by a general increase in prices providing a lift to value sales. The unusually severe flu season, which peaked in January, had a significant impact on demand for cough and cold products, analgesics and paediatric solutions. In vitamin and dietary supplements, value growth remained in line with the country's positive historical traj...

Euromonitor International's Consumer Health in Italy report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Allergy Care, Herbal/Traditional Products, OTC, Paediatric Consumer Health, Sports Nutrition, Vitamins and Dietary Supplements, Weight Management and Wellbeing.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report??
* Get a detailed picture of the Consumer Health market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

112 Pages
Consumer Health in Italy
Euromonitor International
October 2025
List Of Contents And Tables
CONSUMER HEALTH IN ITALY
EXECUTIVE SUMMARY
Consumer Health in 2025: The big picture
Key trends in 2025
Competitive landscape
Channel developments
What next for Consumer Health?
MARKET INDICATORS
Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2020-2025
Table 2 Life Expectancy at Birth 2020-2025
MARKET DATA
Table 3 Sales of Consumer Health by Category: Value 2020-2025
Table 4 Sales of Consumer Health by Category: % Value Growth 2020-2025
Table 5 NBO Company Shares of Consumer Health: % Value 2021-2025
Table 6 LBN Brand Shares of Consumer Health: % Value 2022-2025
Table 7 Penetration of Private Label in Consumer Health by Category: % Value 2020-2025
Table 8 Distribution of Consumer Health by Format: % Value 2020-2025
Table 9 Distribution of Consumer Health by Format and Category: % Value 2025
Table 10 Forecast Sales of Consumer Health by Category: Value 2025-2030
Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2025-2030
APPENDIX
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
DISCLAIMER
DEFINITIONS
SOURCES
Summary 1 Research Sources
ANALGESICS IN ITALY
KEY DATA FINDINGS
2025 DEVELOPMENTS
High incidence of flu boosts demand for analgesics
Market share is concentrated among top two players
Pharmacies are the ‘go-to’ channel for analgesics
PROSPECTS AND OPPORTUNITIES
Maturity of the analgesics category offers limited scope for future growth
Innovation to focus on fast-acting formulas and products for women
Sustainability agenda will shape corporate strategy
CATEGORY DATA
Table 81 Sales of Analgesics by Category: Value 2020-2025
Table 82 Sales of Analgesics by Category: % Value Growth 2020-2025
Table 83 NBO Company Shares of Analgesics: % Value 2021-2025
Table 84 LBN Brand Shares of Analgesics: % Value 2022-2025
Table 85 Forecast Sales of Analgesics by Category: Value 2025-2030
Table 86 Forecast Sales of Analgesics by Category: % Value Growth 2025-2030
COUGH, COLD AND ALLERGY (HAY FEVER) REMEDIES IN ITALY
KEY DATA FINDINGS
2025 DEVELOPMENTS
Strong flu season boosts demand for cough and cold remedies
Opella Healthcare Italy leverages heritage and marketing investment to increase share
Retail e-commerce share rises amid extended flu season
PROSPECTS AND OPPORTUNITIES
Seasonality will remain the most decisive variable shaping category performance
Growing demands for natural remedies to spur developments using plant ingredients
Players are embracing corporate social responsibility and sustainability initiatives
CATEGORY DATA
Table 12 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2020-2025
Table 13 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2020-2025
Table 14 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2021-2025
Table 15 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2022-2025
Table 16 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2025-2030
Table 17 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2025-2030
DIGESTIVE REMEDIES IN ITALY
KEY DATA FINDINGS
2025 DEVELOPMENTS
Stressful modern lifestyles and ageing population drives strong sales of digestive remedies
Opella Healthcare Italy leverages leading position with portfolio of well-known brands
Pharmacies lead as main choice for ageing population whilst younger generations opt to buy online
PROSPECTS AND OPPORTUNITIES
Promising outlook for digestive remedies
Product developments to centre on fast-acting formulas, convenience and discretion
Holistic approach to wellbeing brings plant ingredients into mainstream product development
CATEGORY DATA
Table 18 Sales of Digestive Remedies by Category: Value 2020-2025
Table 19 Sales of Digestive Remedies by Category: % Value Growth 2020-2025
Table 20 NBO Company Shares of Digestive Remedies: % Value 2021-2025
Table 21 LBN Brand Shares of Digestive Remedies: % Value 2022-2025
Table 22 Forecast Sales of Digestive Remedies by Category: Value 2025-2030
Table 23 Forecast Sales of Digestive Remedies by Category: % Value Growth 2025-2030
DERMATOLOGICALS IN ITALY
KEY DATA FINDINGS
2025 DEVELOPMENTS
Mixed performance in dermatologicals
Bayer SpA maintains solid lead in dermatologicals
Pharmacies attract consumers with professional advice and detailed product knowledge
PROSPECTS AND OPPORTUNITIES
Antipruritics and hair loss treatments to outperform other categories
External threats posed from skincare and food supplements
Evolution of pharmacy channel offers growth potential
CATEGORY DATA
Table 24 Sales of Dermatologicals by Category: Value 2020-2025
Table 25 Sales of Dermatologicals by Category: % Value Growth 2020-2025
Table 26 NBO Company Shares of Dermatologicals: % Value 2021-2025
Table 27 LBN Brand Shares of Dermatologicals: % Value 2022-2025
Table 28 LBN Brand Shares of Hair Loss Treatments: % Value 2022-2025
Table 29 Forecast Sales of Dermatologicals by Category: Value 2025-2030
Table 30 Forecast Sales of Dermatologicals by Category: % Value Growth 2025-2030
NRT SMOKING CESSATION AIDS IN ITALY
KEY DATA FINDINGS
2025 DEVELOPMENTS
Threat of substitutes continues to depress sales
Johnson & Johnson SpA reaffirms it leadership position
Pharmacy channel leads with advice and vital support a key advantage
PROSPECTS AND OPPORTUNITIES
Further decline is anticipated for overall category
Innovations may help to slow decline in NRT smoking cessation aids
Opportunities to reposition could help to change perceptions
CATEGORY INDICATORS
Table 31 Number of Smokers by Gender 2020-2025
CATEGORY DATA
Table 32 Sales of NRT Smoking Cessation Aids by Category: Value 2020-2025
Table 33 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2020-2025
Table 34 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2021-2025
Table 35 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2022-2025
Table 36 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2025-2030
Table 37 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2025-2030
SLEEP AIDS IN ITALY
KEY DATA FINDINGS
2025 DEVELOPMENTS
Sleep aids confirm solid growth potential
Procter & Gamble Italia SpA enjoys a stable position in sleep aids
Pharmacies are the preferred channel for sleep aids
PROSPECTS AND OPPORTUNITIES
Solid consumer demand for sleep aids
Technological advances in sleep monitoring raises awareness of sleep issues
Rising demand for sleep aids containing natural ingredients
CATEGORY DATA
Table 38 Sales of Sleep Aids: Value 2020-2025
Table 39 Sales of Sleep Aids: % Value Growth 2020-2025
Table 40 NBO Company Shares of Sleep Aids: % Value 2021-2025
Table 41 LBN Brand Shares of Sleep Aids: % Value 2022-2025
Table 42 Forecast Sales of Sleep Aids: Value 2025-2030
Table 43 Forecast Sales of Sleep Aids: % Value Growth 2025-2030
EYE CARE IN ITALY
KEY DATA FINDINGS
2025 DEVELOPMENTS
Growing need for standard eye care among multiple demographics
Recordati SpA leads with broad portfolio covering major segments
Pharmacists play key advisory role in eye care
PROSPECTS AND OPPORTUNITIES
Promising growth lies ahead for eye care
Digital technologies and automation will fuel the innovation pipeline
Natural and clean ingredients are higher on priority list
CATEGORY DATA
Table 44 Sales of Eye Care by Category: Value 2020-2025
Table 45 Sales of Eye Care by Category: % Value Growth 2020-2025
Table 46 NBO Company Shares of Eye Care: % Value 2021-2025
Table 47 LBN Brand Shares of Eye Care: % Value 2022-2025
Table 48 Forecast Sales of Eye Care by Category: Value 2025-2030
Table 49 Forecast Sales of Eye Care by Category: % Value Growth 2025-2030
WOUND CARE IN ITALY
KEY DATA FINDINGS
2025 DEVELOPMENTS
Wound care achieves stability in 2025
Private label continues to gain traction in wound care
Pharmacy share is eroded in competitive retail landscape
PROSPECTS AND OPPORTUNITIES
Stable outlook for wound care
Niche segments give players scope to innovate
Sustainability strategies set to gain traction in wound care
CATEGORY DATA
Table 50 Sales of Wound Care by Category: Value 2020-2025
Table 51 Sales of Wound Care by Category: % Value Growth 2020-2025
Table 52 NBO Company Shares of Wound Care: % Value 2021-2025
Table 53 LBN Brand Shares of Wound Care: % Value 2022-2025
Table 54 Forecast Sales of Wound Care by Category: Value 2025-2030
Table 55 Forecast Sales of Wound Care by Category: % Value Growth 2025-2030
VITAMINS IN ITALY
KEY DATA FINDINGS
2025 DEVELOPMENTS
Price increases support value growth as purchasing patterns normalise post-pandemic
Bayer SpA maintains a strong position with category leading Supradyn brand
Pharmacies is the preferred channel
PROSPECTS AND OPPORTUNITIES
Slow and steady value growth lies ahead for vitamins
Functional benefits are tailored to specific audiences
Greater diversity of vitamin formats will meet diverse consumer needs
CATEGORY DATA
Table 56 Sales of Vitamins by Category: Value 2020-2025
Table 57 Sales of Vitamins by Category: % Value Growth 2020-2025
Table 58 Sales of Multivitamins by Positioning: % Value 2020-2025
Table 59 NBO Company Shares of Vitamins: % Value 2021-2025
Table 60 LBN Brand Shares of Vitamins: % Value 2022-2025
Table 61 Forecast Sales of Vitamins by Category: Value 2025-2030
Table 62 Forecast Sales of Vitamins by Category: % Value Growth 2025-2030
DIETARY SUPPLEMENTS IN ITALY
KEY DATA FINDINGS
2025 DEVELOPMENTS
Strong performance for dietary supplements as they are integrated into daily routines
Aboca SpA leads in fragmented competitive landscape
Pharmacies maintain a solid position
PROSPECTS AND OPPORTUNITIES
Bright outlook for dietary supplements spurred by Italy’s ageing population
Innovative formulations will come to the fore
Natural ingredients and sustainability will remain high on the strategic agenda
CATEGORY DATA
Table 87 Sales of Dietary Supplements by Category: Value 2020-2025
Table 88 Sales of Dietary Supplements by Category: % Value Growth 2020-2025
Table 89 Sales of Dietary Supplements by Positioning: % Value 2020-2025
Table 90 NBO Company Shares of Dietary Supplements: % Value 2021-2025
Table 91 LBN Brand Shares of Dietary Supplements: % Value 2022-2025
Table 92 Forecast Sales of Dietary Supplements by Category: Value 2025-2030
Table 93 Forecast Sales of Dietary Supplements by Category: % Value Growth 2025-2030
SPORTS NUTRITION IN ITALY
KEY DATA FINDINGS
2025 DEVELOPMENTS
Strong growth momentum continues in sports nutrition
Enervit SpA extends lead in highly competitive landscape
E-commerce channel extends its lead in sports nutrition
PROSPECTS AND OPPORTUNITIES
Robust outlook in a maturing category
Women present a key target audience due to diverse needs
Limitations prevail given poor access to sports among some demographics and regions
CATEGORY DATA
Table 63 Sales of Sports Nutrition by Category: Value 2020-2025
Table 64 Sales of Sports Nutrition by Category: % Value Growth 2020-2025
Table 65 NBO Company Shares of Sports Nutrition: % Value 2021-2025
Table 66 LBN Brand Shares of Sports Nutrition: % Value 2022-2025
Table 67 Forecast Sales of Sports Nutrition by Category: Value 2025-2030
Table 68 Forecast Sales of Sports Nutrition by Category: % Value Growth 2025-2030
HERBAL/TRADITIONAL PRODUCTS IN ITALY
KEY DATA FINDINGS
2025 DEVELOPMENTS
Growth stabilises following pandemic boost
Aboca SpA extends its leading position over competition
High levels of trust and deep-rooted shopping habits attract consumers to pharmacy channel
PROSPECTS AND OPPORTUNITIES
Stable yet positive outlook for herbal/traditional products
Italy’s ageing population presents opportunities for new product development
Herbal/traditional digestive remedies present significant growth opportunities
CATEGORY DATA
Table 69 Sales of Herbal/Traditional Products by Category: Value 2020-2025
Table 70 Sales of Herbal/Traditional Products by Category: % Value Growth 2020-2025
Table 71 NBO Company Shares of Herbal/Traditional Products: % Value 2021-2025
Table 72 LBN Brand Shares of Herbal/Traditional Products: % Value 2022-2025
Table 73 Forecast Sales of Herbal/Traditional Products by Category: Value 2025-2030
Table 74 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2025-2030
PAEDIATRIC CONSUMER HEALTH IN ITALY
KEY DATA FINDINGS
2025 DEVELOPMENTS
Flu epidemic boosts sales of paediatric consumer health
Tachipirina holds strong competitive advantage as trusted brand among parents
Grocery retailers gain share with parapharmacy corners in-store
PROSPECTS AND OPPORTUNITIES
Low birth rates will push volume sales back into decline
Natural products and phyto-therapeutic products should atttract parents
Policies to support birth rate are likely to have a limited impact
CATEGORY DATA
Table 75 Sales of Paediatric Consumer Health by Category: Value 2020-2025
Table 76 Sales of Paediatric Consumer Health by Category: % Value Growth 2020-2025
Table 77 NBO Company Shares of Paediatric Consumer Health: % Value 2021-2025
Table 78 LBN Brand Shares of Paediatric Consumer Health: % Value 2022-2025
Table 79 Forecast Sales of Paediatric Consumer Health by Category: Value 2025-2030
Table 80 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2025-2030
WEIGHT MANAGEMENT AND WELLBEING IN ITALY
KEY DATA FINDINGS
2025 DEVELOPMENTS
Healthier approach to living stifles demand for weight management and wellbeing products
Herbalife Italia’s lead is supported by multi-channel distribution strategy
Pharmacies are key channel for nutritional supplement drinks
PROSPECTS AND OPPORTUNITIES
Limited growth prospects amid profound shifts in weight loss strategies
Self-acceptance and adoption of holistic wellness presents major threat to weight loss brands
Weight loss injections are expressly prohibited for aesthetic weight loss purposes
CATEGORY DATA
Table 94 Sales of Weight Management and Wellbeing by Category: Value 2020-2025
Table 95 Sales of Weight Management and Wellbeing by Category: % Value Growth 2020-2025
Table 96 NBO Company Shares of Weight Management and Wellbeing: % Value 2021-2025
Table 97 LBN Brand Shares of Weight Management and Wellbeing: % Value 2022-2025
Table 98 Forecast Sales of Weight Management and Wellbeing by Category: Value 2025-2030
Table 99 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2025-2030

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