Trends and growth opportunities: a deep dive into the Italian dietary supplement market

MARKET TREND | 11 January 2024

1. Market Overview, Size and Forecast

The Italian Dietary Supplement Market is expected to grow significantly in the coming years due to rising consumer awareness about health and wellness, a growing emphasis on preventive healthcare measures, and a shift towards organic and plant-based dietary supplements. The market is valued at $1.2 billion in 2022 and is projected to reach $2.4 billion by 2027, with a strong compound annual growth rate of 7.4%. The market is driven by a growing consumer preference for organic and plant-based supplements, an increased emphasis on personalized nutrition, and the rise of e-commerce as a channel for dietary supplement sales.

Regulatory support for dietary supplements, as evidenced by the recent approval of new health claims by the European Food Safety Authority, is also fostering market growth.

2. Market Segmentation

2.1. Vitamins

Vitamins, a segment of the dietary supplement market, are primarily aimed at providing essential nutrients that may not be adequately supplied by regular diets. In Italy, the vitamins segment is poised to achieve a revenue milestone of US$4.06 billion in 2023, driven by the increasing prevalence of vitamin deficiencies among Italians, ageing demographics, and a growing emphasis on preventive healthcare.

Innovation within the vitamins segment is a key factor driving sales, with manufacturers continuously investing in research and development to offer products tailored to specific health needs. Customized vitamin supplements catering to specific demographic groups are also gaining traction in the market.

The use of online platforms for vitamin and botanical sales has resulted in a notable expansion of the Italian market for dietary supplements. An increasing number of Italian consumers are buying vitamins online due to the ease of online purchasing and the ability to compare products easily.

2.2. Botanicals

Italy has a high biodiversity, a long history of employing plants in health and food, and a growing e-commerce industry, all of which have an impact on the country’s botanical market. Online resources make a variety of botanical supplements easily accessible, and decision-making is aided by thorough product details and user evaluations.

2.3. Minerals

The increasing awareness of leading a healthy lifestyle is predicted to lead to a major growth in minerals, which supply vital elements like calcium, magnesium, iron, and zinc. By 2022, the minerals segment held around 20% of the market share.

The most frequently consumed mineral supplement is calcium, which is followed by magnesium, iron, and zinc. Because bone-related illnesses and osteoporosis are becoming more common, the calcium segment is expected to grow at a compound annual growth rate (CAGR) of 6.5%. Because of its advantages in lowering stress, boosting cognitive function, and improving sleep quality, the magnesium market is also anticipated to develop rapidly. Overall, significant growth is anticipated in the minerals area of the Italian dietary supplement industry.

2.4. Proteins and Amino Acids

In Italy, the market for nutritional supplements has to include proteins and amino acids because they are vital for energy production, muscle repair, and general physical performance. Along with the increasing popularity of plant-based diets like flexitarianism and vegetarianism, there is a growing need for protein, particularly plant-based varieties, due to growing knowledge of the role that protein plays in health and wellness. Growing consumer interest in sustainable and ethical products in Italy is driving the market for plant-based protein supplements.

Fitness enthusiasts are fond of branch-chain amino acids (BCAAs) because of their function in the synthesis and repair of muscle protein. These supplements are representative of the expanding wellness and health movement in Italy.

2.5. Fibers and Specialty Carbohydrates

In the market for nutritional supplements, fibers and specialty carbohydrates represent a distinct category that supports blood sugar levels, weight control, and digestive health. By 2022, fibers and specialized carbohydrates would have made up $120 million, or 10% of Italy’s entire dietary supplement market share.

In Italy, fiber and specialty carbohydrate supplements were thought to be of excellent quality and have health benefits, as evidenced by their average price per unit of $20. Thirty percent of fiber and specialty carbohydrate supplements were sold online, with the remaining seventy percent going through traditional means.

3. Value Chain Analysis

The Italian dietary supplement value chain is intricate, encompassing multiple stages from obtaining raw materials to the final customer.The first stage is obtaining and processing raw ingredients, which mostly consist of proteins, minerals, vitamins, and botanicals.

These raw materials are carefully processed and manufactured after purchase, turning them into dietary supplements that are consumable and go through stringent quality inspections before being packaged. At this point, regulatory compliance is crucial to guaranteeing the products’ efficacy and safety. The packaged dietary supplements are shipped to a variety of sales channels, such as pharmacies, health stores, internet retailers, and supermarkets, during the distribution phase, which follows. Internet sales are becoming more and more popular, particularly in Italy’s cities.In the last stage, these products are marketed and sold to final customers. To increase brand recognition and boost sales, influencer endorsements and internet advertising are used as marketing techniques. The use of these nutritional supplements by the Italian populace, who are placing a greater emphasis on health and wellness, is the ultimate end of the value chain.

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1. Ministry of Health,
2. Italian Trade
3. The Italian Association of Dietetics and Clinical Nutrition (ADI)
4. The European Food Safety Authority (EFSA)
5. Council for Responsible Nutrition (CRN)
6. International Alliance of Dietary/Food Supplement Associations (IADSA)
7. Vitafoods Europe, Global Nutraceutical
8. SupplySide West & Food ingredients North America, Food and dietary supplements
9. Nutraceuticals World, Global resource for news about health and nutritional ingredients, issues and
10. NutraIngredients, Global resource for news in food, dietary supplements, and
11. Natural Products Insider, Resource for news and trends in the dietary supplements
12. Italian National Institute of
13. Italian Society of Human

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