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Innovation rate of self-medication products sold in pharmacies in Italy 2020

The innovation rate represents the share of self-medication revenue generated from new brands and line extensions. According to data provided by New Line Ricerche di Mercato, new brands and line extensions accounted for 9.3 percent of the total revenue generated by the whole self-medication segment in Italy in 2020. Products to tackle issues of the nervous system were the ones for which new brands and line extensions had the greatest incidence on the total revenue, followed by self-meds concerning metabolism and wellness.

Share of self-medication products revenue generated from new brands and line extensions in Italy from January to December 2020, by category

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In cooperation with
New Line Ricerche di mercato
Release date

January 2021



Survey time period


Special properties


Supplementary notes

New product codes placed on the market over the last three years.
The data refer to sales recorded by the Sta.R. panel, statistically representative of the Italian pharmacy market.

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Statistics on "Self-medication in Italy"

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