The food supplements market - Italy (2025)

1.2 The global market

The global dietary supplement market is projected to grow steadily from $***.* billion in **** to $***.* billion in ****, an overall increase of **.* percent at a compound annual growth rate (***) of *.** percent.

Size of the global market for dietary supplements World, ****-*****, in billions of dollars Source: ****

In ****, the United States is confirmed as the world's largest exporter of dietary supplements with a value of $*.** billion, followed by Singapore (***). The Netherlands, China and France rank fourth, fifth and sixth, respectively, with exports ranging from $*.** billion to $*.** billion. Italy, with *.** billion, ranks seventh, surpassing Poland, the United Kingdom and Canada, which remain under * billion. The distribution highlights the leadership of countries with advanced economies and established export infrastructure. Major world exporters of dietary supplements (***) World, ****, in US$ million UNComtrade

In ****, the United States leads world imports of dietary supplements with US$*.** billion, followed by China with US$*.** billion. Germany, South Korea and the Netherlands occupy the next positions, with values between *.** and *.** billion. Canada, the United Kingdom, France, Australia, and Hong Kong round out the ranking, remaining under * billion. These figures reflect the strong demand for dietary supplements in markets with high levels of consumption and an increasing focus on wellness. Top global importers of ...

1.3 The European market

The European dietary supplement market by product will grow from $**.* billion in **** to $**.* billion in ****, with an overall growth of **.*% and a CAGR of about *%.

Breakdown of the European dietary supplement market by product Europe, ****, in % of market value Source: ****

Western Europe is the third largest region within the dietary supplement market, after Asia and North America. However, the largest share lies exclusively in the hands of three players: Italy boasts the largest dietary supplement market in Europe, more than a quarter of its total, with expectations of close to * billion in sales by ****[***].

Breakdown of the European dietary supplements market, by market share Europe, ****, in % Source: ****

Growing awareness of the importance of nutrition for health is contributing to the growth of the sector. Changing eating habits, along with the growing desire for efficiency, is driving demand for supplements. Specifically regarding vitamins, the most consumed were Vitamin D, C, and magnesium: Vitamin consumption by type Europe, ****, percent Source: ****

1.4 The Italian market

The value of the Italian dietary supplement market is projected to grow from €*.* billion in **** to €*.** billion in ****, with an overall increase of **.* percent at an assumed CAGR in line with Europe at *.** percent.

Forecast of the value of the Italian dietary supplement market Italy, ****-****, in billions of € IlSole**Ore, GrandViewResearch

The Italian dietary supplements market grew by **.*% between **** and ****, from €*.** billion to €*.** billion, with a CAGR of about *.*%.

Value of dietary supplements Italy, ****-**** in € billion Source: ****

Sold production of dietary supplements in Italy grew rapidly between **** and ****, from €***.* million to €***.* million, a percentage increase of ***.*%. This trend highlights a continuous and marked expansion of the sector.

Production sold in value of [***] Dietary supplements (***) Italy, ****-****, in millions of € Istat

For provitamins and vitamins, on the other hand, a swinging dynamic is observed over the same period. Starting from ***.* million in ****, the value decreases to ***.* million in ****, and then rises again to ***.* million in ****, with an overall change of +* percent compared to ****. Unlike dietary supplements, this sector has shown less consistent and more irregular growth.

Production sold by value of [***] Provitamins and vitamins, natural or reproduced by synthesis (***) Italy, ****-****, in millions of € Istat

1.5 Imports and Exports

From **** to ****, Italian exports of dietary supplements grew by **.* percent, from $*,***.* million to $*,***.* million, while imports increased by **.* percent, from $***.* million to $*,***.* million. The coverage rate, while always remaining above *.**, shows a slight fluctuation, reaching its lowest value in **** (***) and rising to *.** in ****. This indicates a positive trade balance and stable competitive capacity, with exports consistently exceeding imports.

Imports, exports and coverage rate of dietary supplements (***) Italy, ****-****, in US$ million UNComtrade

In ****, the United States is the main destination market for Italian dietary supplement exports with *.* percent, followed by Germany (***). France, the Netherlands, the United Kingdom, Poland and Turkey show smaller shares, between *.* percent and *.* percent, respectively. The "Others" category makes up more than half of the total, with **.* percent, showing a significant geographical diversification of Italian exports in the sector.

Main destination countries of dietary supplement exports Italy, ****, in % UNComtrade

In ****, Germany was the main supplier of dietary supplements to Italy, with a **.* percent share, followed by the Netherlands (***). Belgium, Poland and Spain contribute shares between *.* percent and *.* percent, while Austria and Cyprus record smaller percentages. The "Others" category covers **.* percent, indicating a diversified supply network beyond the main European partners.

Main countries of origin of dietary supplement imports Italy, ...

1.6 Inflation suffered by the sector

The dietary supplement market in Italy has undergone profound transformations due to inflation, which has affected both prices and consumer behavior. The rising cost of raw materials, which are often imported, has led to rising production costs, amplified by logistical problems and global geopolitical tensions. This increase has resulted in an inevitable rise in retail prices, which has affected consumer choices, especially in the lower and middle income brackets. Many Italians, faced with purchasing power eroded by the general increase in prices, have reduced discretionary spending, considering supplements less essential than other priorities. However, the growing focus on health and wellness, exacerbated by the pandemic, has kept demand alive, albeit with a different focus. Consumers have sought to optimize their budgets by turning to cheaper brands, preferring products in promotion or convenience formats. At the same time, there has been increased interest in supplements that address specific needs, such as immune system support or stress management, which are seen as targeted investments in one's well-being. Companies in the industry have responded by implementing differentiated strategies, such as launching more affordable product lines or promoting family-size packs to increase perceived value. They have also invested in communication campaigns to reinforce the perception ...

2.1 Overview of demand

To put the demand trend for the products under study in context, let us first consider the expenditure item related to pharmaceutical products, which also contains spending on dietary supplements, and then the sales of supplements more specifically.

The average monthly household expenditure on pharmaceutical products in Italy experienced an overall decline from **** to ****, from €**.** to €**.**, a decrease of ** percent. After a negative peak in ****, with **.** euros, there is a slight recovery in ****, but without returning to pre-pandemic levels.

Average monthly household expenditure item for pharmaceutical products [***] Italy, ****-****, in current &euro Istat

Realized production of dietary supplements in Italy grew significantly from **** to ****, from €**.* million to €***.* million, an overall increase of **** percent. After a peak in ****, with ***.* million, a slight contraction is observed in ****.

Realized production of [***] Dietary supplements (***) Italy, ****-****, in millions of € Istat

Production sold in quantity increased by *** percent from **** to ****, from €**.* million to €***.* million. After significant growth through ****, peaking at ***.* million, a decline is observed in **** and ****, followed by a new acceleration in **** and ****.

Production sold in quantity of [***] Dietary supplements (***) Italy, ****-****, in millions of € Istat

The sales ratio thus showed an uneven trend between **** and ****. After a relatively stable value around * in the early ...

2.2 Geographical distribution of demand

In ****, the average monthly household expenditure on pharmaceuticals in Italy varies significantly across geographic areas. The South and Islands record the highest spending, at **.** euros, followed by the Center with **.** euros. The Northeast and Northwest regions show lower values, both at **.** euros. This distribution shows a geographic divide, with a greater impact of spending in southern regions than in northern ones.

2.3 Demand drivers

Dietary supplements are substances recommended to accompany one's diet, so they are not specifically identified with either food or medicine. The demand for these product categories is therefore related to personal understanding or available information (***) of the associated effects and one's weight in a balanced diet.

The main factors positively influencing the historical upward trend in the industry are the aging population and the trend toward the use of preventive medicine.

New demographics: an aging population

The largest age group in Italy is the so-called "over **s," who define about **.*% of the entire population. In addition, ** percent of the population is over ** years old. These numbers denote an aging population trend that is affecting the Italian territory.

Breakdown of the population, by age group Italy, ****, in % Source: ****

The aforementioned trend affects the dietary supplement market, as the largest consumers are precisely those over ** years of age [***].

** percent of the Italian adult population (***) use food and dietary supplements[***]. The reasons for their use can be divided into * broad categories:

Prevention (***) Wellness (***) Toning, strengthening and energy (***) Specific care (***)

Use of dietary supplements, by reason Italy, ****, in % Source: ****

In the Italian scenario, according to Federsalus The typical consumer of dietary supplements is very ...

2.4 Trends in demand for dietary supplements

Online searches for dietary supplements in Italy show an oscillating trend over the period ****-****, with significant monthly variations. The lowest value is recorded in December **** (***). In general, there is an upward trend from **** to ****, with declining phases in the summer and winter months and more pronounced upturns in the spring and fall periods.

The numbers represent search interest relative to the highest point on the graph in relation to the region and period indicated. A value of *** indicates the highest frequency of search for the term; ** indicates half as many searches. A score of *, on the other hand, indicates that not enough data were found for the term.

Trend of online searches for dietary supplements Italy, ****-****, index Google Trends, Businesscoot elaboration

Online searches for dietary supplements in Italy between **** and **** show a heterogeneous geographic distribution. Umbria records the highest index (***) show lower values, while Trentino-Alto Adige closes with the lowest index of **. This distribution shows a concentration of interest in southern and central regions compared to the North.

2.5 New trends in demand

The dietary supplement market is undergoing a significant phase of evolution, driven by changes in consumer behavior, new wellness needs, and growing awareness toward health. These emerging trends reflect both a cultural evolution and a response to global challenges such as the pandemic, climate change, and growing economic concerns.

*. Personalization and tailored approaches:

Demand for customized supplements is growing rapidly. Consumers are seeking specific solutions that address their individual needs, such as immune system support, daily energy, sleep enhancement, or stress management. Innovative companies are offering customizable products through digital analytics, genetic testing or online questionnaires, which allow them to identify each individual's specific nutritional needs.

*. Growing focus on preventive health:

There is a strong shift from disease treatment to prevention, with a greater emphasis on maintaining overall wellness. Supplements that support the immune system, gut health (***) and cardiovascular health are among the most popular. The COVID-** pandemic has reinforced this trend, highlighting the importance of a strong immune system and a healthy lifestyle.

*. Interest in natural and sustainable ingredients:

Consumers are increasingly attentive to the quality and origin of ingredients used in supplements. Products formulated with natural, botanical and organic extracts are gaining popularity. At the same ...

3.1 Structure and dynamics of the Italian market

The number of enterprises active in pharmaceutical manufacturing in Italy increased by *.* percent between **** and ****, from *** to ***. After a slight decrease in ****, there is steady growth from **** onward, with the largest increase observed between **** and ****.

Number of enterprises active in the manufacture of basic pharmaceutical products and pharmaceutical preparations [***] Italy, ****-****, in number Istat

In ****, most enterprises active in pharmaceutical manufacturing in Italy are limited liability companies (***). Other legal forms have a much smaller weight: "other form of business" accounts for *.* percent, while sole proprietors, general partnerships, and limited partnerships together contribute *.* percent. Cooperatives are almost absent with just *.* percent, reflecting a clear prevalence of more established and market-oriented corporate structures.

Legal form of companies active in the manufacture of basic pharmaceutical products and pharmaceutical preparations Italy, ****, in % Istat

The number of employees in pharmaceutical manufacturing in Italy increased by *.* percent between **** and ****, from **,*** to **,***. After growth through ****, with a high of **,***, there is a slight decline in ****-****, followed by a recovery in ****. This trend shows substantial employment stability in the sector, with little change over the period under consideration.

Number of employees working in the manufacture of basic pharmaceutical products and pharmaceutical preparations [***] Italy, ****-****, in number Istat

3.2 Value Chain

Source: ****

First, ingredient suppliers produce the raw materials, that is, the nutrients, but also the flavorings or colorings that will make up the dietary supplements.

Manufacturers use these ingredients to make dietary supplements. There are two types of manufacturers: processors who supply the supplements to different companies that will market them, and manufacturers who directly market the supplements they produce. The products brought to market are then distributed through different channels and consumed by the population.

The stages of dietary supplement production

As a food product, dietary supplements are subject to very strict regulation issued at the European level by EC Regulation ***/**** . A declaration of first placing on the market has also been mandatory since ****.

The production of dietary supplements includes several steps, the details of which may vary depending on the type of product manufactured [***]:

Receipt of ingredients Storage: includes quarantine of products to be checked before acceptance, storage of raw materials, in-process and finished products, and buffer storage Preparation and weighing: includes unpacking, picking and weighing of raw materials according to recipe, and preparation of materials Production: includes drying, grinding, crushing, mixing, maceration, fermentation, percolation, pressing, extraction, cooking, sterilization, pasteurization, cooling, compression, and putting into capsules or other forms Packaging: ...

3.3 Distribution channels

In ****, the distribution of dietary supplements in Italy was dominated by pharmacies, which accounted for **.* percent of the total value. The other channels, including large-scale retail (***), split the remaining market share almost equally. This highlights the centrality of pharmacies in the sale of these products, with a smaller but still relevant presence of the other channels.

Breakdown of the value of distribution channels for dietary supplements Italy, ****, in % Ansa

3.4 The main players in the market

The following are the main companies in the market:

Aboca: An Italian company specializing in the production of natural food supplements and herbal products, with a strong focus on phytotherapy. Founded in ****, it is based in Sansepolcro, in the province of Arezzo, and stands out for its commitment to scientific research and innovation, developing products that combine herbal tradition and modern technology. The company takes a sustainable approach, directly cultivating the medicinal plants used in its supplements, thus ensuring the quality and traceability of raw materials.

Bonomelli: It has more than a century of history, established in Milan in **** on the initiative of Luigi Amedeo Bonomelli. Always synonymous with quality and tradition, the brand is best known for its chamomile and herbal teas, which have accompanied generations of consumers. Each product is designed for a specific function: for example, the Sleep supplement combines passionflower, linden, eschscholzia and melatonin to promote sleep and relaxation, while the Digestive, with ginger, fennel and green anise, supports digestion and reduces intestinal discomfort. For those seeking energy and vitality, Bonomelli offers Vitality, which, thanks to matcha tea, guarana and B vitamins, helps fight fatigue and improves mood. Finally, Immunity, with reishi, echinacea, and marshmallow, supports the ...

4.1 Supply analysis

Dietary supplements represent a large and growing market, driven by increased consumer awareness of health, wellness and disease prevention.

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4.2 Price trends in the market

The consumer price index for pharmaceuticals in Italy, with base ****=***, shows a gradual increase from December **** (***), with an overall growth of *.** percent over the period. After an initial increase most noticeable between December **** and February ****, the index stabilizes around values close to **.* for most of ****, then resumes slow but steady growth in ****. This suggests a trend toward slightly higher prices in the pharmaceutical sector, with a more moderate pace of growth in the second year observed.

Consumer price index for the whole community of [***] Pharmaceuticals (***) - monthly data Italy, ****-****, index Istat

From **** to ****, the consumer price index for pharmaceuticals in Italy shows an increase of *.** percent, from **.* to **.*. After a slight increase between **** and ****, followed by stronger growth in **** (***). Thereafter, in **** and ****, a more noticeable acceleration is observed, with a *.** percent increase between **** and **** and a more moderate progression in ****. This indicates a recovery of price dynamics in the last two years Consumer price index for the whole community of [***] Pharmaceuticals (***) - annual averages Italy, ****-****, index Istat

The prices of some of the products on the Italian market are shown below:

4.3 New supply trends

The dietary supplement market is undergoing rapid evolution, driven by changes in consumer preferences, technological innovations and stricter regulations.

*. Personalization of the Offering:

Customized supplements represent one of the strongest trends. Companies are developing customized products based on:

Genetic and biometric testing: DNA analysis and biomarkers make it possible to create supplements specific to individual needs, such as immune support or sports performance enhancement. Digital questionnaires: Online platforms collect data on consumers (***) to make personalized recommendations. Subscriptionmodels: Monthly subscription offerings for customized supplements delivered directly to your home.

*. Sustainability and Natural Origin:

Sustainability is a crucial factor for conscious consumers:

Natural and organic ingredients: Increasing demand for herbal, superfood and organic raw material products, avoiding synthetic substances. Eco-friendly packaging: Use of recyclable or compostable packaging, reducing environmental impact. Ethical production: Growing interest in sustainably harvested raw materials and responsible sourcing practices.

*. Focus on Specific Health Needs:

Supplements are increasingly segmented to meet specific needs:

Mental wellness support: Products with ashwagandha, magnesium, L-theanine, and adaptogens to reduce stress and improve sleep quality. Gut health: Advanced probiotics and prebiotics to improve the microbiota, often combined with digestive enzymes. Immunostimulants: Increased demand for vitamins D, C, zinc and natural extracts such ...

4.4 Research is at the heart of the offering

The role of innovation To stand out, many companies launch their own research programs to innovate and create new products. Thus, research involves not only ingredients, but also formulations and containers. Innovation in natural, organic and vegan products is particularly on the rise. Innovations in the dietary supplement market include the following examples: Innovation related to format: instead oftraditional pills, Frunutta offers supplements that dissolve instantly under the tongue, thus eliminating many of the ingredients that traditional supplements rely on, such as sugars, coatings, artificial colors, preservatives, and hydrogenated oils [***] Innovation related to purpose through company Health [***] Innovation related to ingredients :Quality of Life's VitaPQQ program aims to slow the aging process and reduce age-related fatigue by improving short-term memory and concentration. The supplement contains the first new vitamin discovered since ****, PQQ (***), which nourishes the mitochondria that generate energy for our cells. VitaPQQ features a patented form of PQQ called MicroPQQ and is free of magnesium stearate and common allergens. Personalized nutrition is based on knowing the characteristics of each person, not only the physiological ones, but also the molecular changes that may occur throughout life. Therefore, it involves making a personalized recommendation for one or another dietary supplement based on ...

5.1 Regulation and regulatory framework

The dietary supplement market is regulated by a complex regulatory framework that ensures consumer safety and transparency of product information. At the European level, Directive ****/**/EC defines the requirements for the composition, labeling and advertising of supplements, whileEFSA (***) to ensure high standards of quality and hygiene, while the Ministry of Health, ASLs, and the National Institute of Health conduct product inspections. Recent challenges include the use of unverified nutritional claims, the spread of supplements sold online, and the regulation of new substances, prompting authorities to continuously improve regulations to protect consumers and promote a transparent and safe market

5.2 Conclusion

The dietary supplement market is experiencing significant growth both globally and in Italy. Globally, the market will grow from $***.* billion in **** to $***.* billion in ****, a CAGR of *.** percent. In Europe, Italy stands out as a leader, with the market expected to grow from €*.* billion in **** to €*.** billion in **** (***). Italy is a key player, both in terms of domestic market size and exports, which grew **.* percent from **** to ****. Demand is driven by an aging population, with more than ** percent of Italians over **, and an increased focus on health and wellness, spurred by the pandemic.

The structure of the Italian market is characterized by a network of about *** companies, mostly corporations, with pharmacies playing a dominant role (***). The sector sees historical and innovative companies such as Aboca, Pharmanutra, and Menarini, which are adopting strategies of sustainability, personalization, and technological development. Key trends include increasing demand for personalized products, natural and sustainable supplements, and innovative formats such as gum and stick packs, attractive to Millennials and Gen Z.

On the price side, inflation has pushed up production costs, increasing consumer prices (***). This has changed consumers' choices, steering them toward inexpensive brands or convenient packaging. Companies have responded with strategies such as e-commerce, low-end products, ...

6.1 Market segmentation

• Alfasigma
• Gruppo Menarini
• Aboca
• Bonomelli
• NAMED
• Pharmanutra
• Equilibra
• Giuliani Pharma
• Enervit
• Esi
• Sanofi
• Chiesi Farmaceutici