The herbal medicine market - Italy

1.1 Definition and scope of study

Herbal medicine, commonly called phytotherapy, deals with all those medical treatments that are done using products of plant origin. The term derives from the Greek "phytòn" which means plant and the practice of these treatments has ancient origins. The main active substances that are used are:

- alkaloids such as morphine, caffeine and nicotine that act on the neuromuscular system

- polyphenols extracted from the barks, roots and fruits of trees have antioxidant properties and are used for skin problems

- glycosides which have important anti-inflammatory, analgesic, laxative and cardiotonic functions

As for the global market, this in the year 2020 had come to be worth  98.60 billion and is expected to reach a value of $391.22 billion by 2028 with a CAGR of 18.8%. 

In Italy, according to Eurispes data, in 2017 one in five Italians said they used unconventional medicines. Compared to 2012, the number of people relying on alternative medicine increased from 14.5% to 21.2%. In particular, people who now use herbal medicines are 58.7% of the population. Italy at the European level was found to be one of the most flourishing countries for this market.  

The most important tendency for this market is to use these medicines, besides as a product to treat different diseases and disorders, as a form of prevention. Being completely natural based products, they are therefore used as supplements to improve the health of the individual in his daily life. Moreover, given the great growth that the market is having, more and more companies are expanding their offerings in order to meet the needs of different customers. In Italy the trend is to sell these products not only in pharmacies but also in common supermarkets.