Vitamins in Italy
October 2019

LIST OF CONTENTS AND TABLES

Headlines
Prospects
Consumers See Vitamins As An Important Component of A Healthy Lifestyle
Move To Combination Dietary Supplements Set To Slow Multivitamins
Vitamins Develops Along Specific Lines of Positioning
Competitive Landscape
Bayer Retains Lead by Developing Offer of Multivitamins With Specific Positioning
Swisse Pushes Specific Positioning To See the Fastest Value Growth in 2019
Domestic Players Challenge Internationals With Segmented Offer
Category Data
Table 1 Sales of Vitamins by Category: Value 2014-2019
Table 2 Sales of Vitamins by Category: % Value Growth 2014-2019
Table 3 Sales of Multivitamins by Positioning: % Value 2014-2019
Table 4 NBO Company Shares of Vitamins: % Value 2015-2019
Table 5 LBN Brand Shares of Vitamins: % Value 2016-2019
Table 6 Forecast Sales of Vitamins by Category: Value 2019-2024
Table 7 Forecast Sales of Vitamins by Category: % Value Growth 2019-2024
Executive Summary
Healthier, More Proactive Approach Stimulates Value Growth in Consumer Health
Lifestyle, Demographic and Self-medication Shifts Inform Demand Trends
Joint Venture Helps Gsk Consumer Healthcare Gain the Leading Position in 2019
Liberalisation Fosters Growing Presence of "pharmacy Corners"
Positive Outlook Due To Focus on Self-medication, Segmentation and Long-term Wellbeing
Market Indicators
Table 8 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 9 Life Expectancy at Birth 2014-2019
Market Data
Table 10 Sales of Consumer Health by Category: Value 2014-2019
Table 11 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 13 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 14 Penetration of Private Label in Consumer Health by Category: % Value 2014-2019
Table 15 Distribution of Consumer Health by Format: % Value 2014-2019
Table 16 Distribution of Consumer Health by Format and Category: % Value 2019
Table 17 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 18 Forecast Sales of Consumer Health by Category: % Value Growth 2019-2024
Appendix
OTC Registration and Classification
Vitamins and Dietary Supplements Registration and Classification
Self-medication/self-care and Preventive Medicine
Switches
Definitions
Sources
Summary 1 Research Sources