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Italy 2019 Supplement/OTC/Rx Report

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Introduction Overview

Since 2005, NMI’s Global Dietary Supplements/OTC/Rx Consumer Studies are devoted to understanding consumer attitudes and behaviors and their impact on market dynamics!

Natural Marketing Institute (NMI) is pleased to present its Italy 2019 Supplements/OTC/Rx Report. This comprehensive report analyzes the dietary supplement market from the consumer perspective with 90+ pages of consumer attitudes, behaviors and product usage patterns surrounding dietary supplements, over-the-counter medication and pharmaceuticals.

This research uncovers how consumers integrate this mix of self-care methods into their current lifestyle and reveals the motivations and the challenges they encounter in their pursuit of health. Many factors are driving multiple categories across Italy. For example, aging drives condition-specific needs, and increased consumer knowledge and desire for specific product features and benefits drive sustainable, organic, and plant-based options. The need for education and an understanding of the drivers that affect consumer behavior patterns has never been stronger.

The overall objectives of the report are to develop unique and specific consumer insight to maximize client learnings and opportunities in terms of attracting new consumers, increasing compliance and developing compelling messaging and communications strategies.

Some of the topics covered in the report:

Top “White Space” Opportunity areas

The size and demographic composition of Consumer groups

Highly engaged consumer segments in supplement use

Health and Wellness composition of various supplement user groups

‘Likely User’ groups to buy supplements –Condition management

Understanding NMI’s Health & Wellness consumer segmentation

Demographic Profile of the Health & Wellness Segments

and much more!


Introduction Summary
Table of Contents
Background & Methodology
Definitions of Groups
Executive Summary
NMI’s Consumer Segmentation
Health Maintenance
Italian consumer’s use of supplements in the past 30 days
Consumer confidence in supplementation to maintain their health
Supplement Users feel they are not getting enough nutrition from the foods they eat
Consumers’ perception about the foods they eat
Italian consumers are managing an array of conditions
Top health conditions Supplement Users are currently managing
Over 33% of Supplement Users are using supplements for energy support
Use of condition specific supplements for fitness, brain, skin health, and appearance are growing
Consumers show high likelihood to use supplements to manage and prevent a whole host of conditions.
(Top and Second Tiers)
Strong opportunities for Preventative positioning and messaging
Messaging - proof or tangibility of effectiveness to boost consumer confidence
Consumers show lower confidence in specific supplements effectiveness
Specific Supplement Use
% of Italian consumers currently using supplements
% of consumers exhibiting lapsed usage
Looking at more specific supplement use by the largest % of the population
Most used supplement categories trend Multi's/single vitamins/single minerals showing the growth
Supplement User profile- from Light to Heavy each day
Reasons for lowered usage
Primary supplements used by Italian consumers
Emerging supplements are still showing very low usage, Need for education
The top supplements showing strong growth over the past few years
Variations in generational use of supplements revelations
% of Supplement Users using probiotics and are understanding the role of prebiotics
Plant-based protein is growing in many forms
Muscle building, Exercise recovery, Digestion, Body fat/Weight loss
14% of supplement users are sourcing Fiber daily through diet
Supplement Dynamics
Unquestionable Safety and Effectiveness are the leading Italian trends in purchase decision
Clinical proof and Bioavailability/absorption attributes are showing strong positive growth
The second tier of important attributes measured by supplement categories by Italian users
Prescription medications perceptions and credibility vs. Supplements
Supplement Users’ decision to purchase supplements, other influencers
Leading Social media websites and influences on supplement purchase decisions
Advice and Confidence in Practitioner knowledge of Supplements
A ‘need state’ for personalized supplements
Supplement Users willingness to get a personalized supplement plan
Assurance of ingredient content, absorption and health benefit claims
Preferred Country of origin impact on purchase
Levels of confusion regarding supplements side effects
Consumers willingness to pay premium pricing
Supplement Formats & Content
Innovative formats solutions to “pill adverse” Italian consumers
Which Delivery system is by far driving the growth of preferred supplement formats?
Alternative delivery formats showing both preference and most growth in past 4 years
Italian consumer majority preference for plant-based supplements
Increasing demand for sustainable and e-friendly ingredients
Segments showing strong orientation toward natural and organic
Certifications also garner a level of importance
Barriers to Supplement Use & Lapsed Usage
Primary reasons Italian consumers cite for lapsed usage
Opportunities to boost perceptions of effectiveness in improving health
The main barrier and brand options to supplement use among non-users
Demographic Profile of Supplement Users and Lapsed Users
Supplement Purchasing Behavior
Where do most Italian consumers shop for supplements?
Internet is showing the most growth and will continue to have greater impact
Channel shopping growth now and future
Leading Italian retailers where Supplement users are buying
Top brands dominating the Market
Average Monthly spend on supplements among Supplement Users
Consumers understanding of a quality brand diminishes price sensitivity
OTC & Rx
Why do Italian consumers report that their doctor’s usual solution to their health issues is to prescribe
a prescription medication?
The overall conditions for which Italian Supplement Users are taking prescription medications do not align with
the top conditions they are managing
Generations show variations in the conditions vs. prescription medication use in the past 6 months
Consumer dilemma regarding prescription medication side effects
Consumers high concern with prescription medication interaction and nutrient depletion
Supplement Users monthly spending on their supplements
Segments showing concern about nutrient depletion due to prescription use
Supplement Users spending monthly on over-the-counter medications

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