Italian consumers consider supplements an important aid in strengthening the body, improving general wellness and enriching a lacking diet. When deciding what kind of supplements to buy, they rely mainly on suggestions provided by pharmacists and physicians. Prescribing health supplements is quite a common practice among Italian GPs and a pharmacy is the preferred purchase channel for consumers.
Over the last year, the turnover generated in pharmacies through the sales of health supplements reached roughly three billion euros. Regarding therapeutic categories, bowel wellness products were prevalent in pharmacies, in terms of both volume and value. In general, all supplement categories experienced a y-o-y growth trend, especially gastrointestinal, mental well-being and for sleep. Skin care supplements had the largest turnover share generated from new brands and extension lines.