Health and Wellness in Italy
The health and wellness industry continues to grow in importance post-pandemic as consumers become more aware of the negative health impact of processed foods, seeking healthier foods and beverages from a range of claims such as natural, organic, good source of minerals/vitamins, no sugar/no added sugar (particularly in beverages), low fat and high protein/fibre.
Euromonitor International's Health and Wellness in Italy report tracks the developments of health-associated product types and the healthy-option positioning of competing brands across different food sectors. It provides the latest retail sales data 2018-2022, allowing you to compare health and wellness categories with each other or in the context of the total market for a sector. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market- be they new product developments, legislative context or lifestyle influences. Forecasts to 2027 illustrate how the market is set to change.
Product coverage: HW Cooking Ingredients and Meals, HW Dairy Products and Alternatives, HW Hot Drinks, HW Snacks, HW Soft Drinks, HW Staple Foods.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
Euromonitor International's Health and Wellness in Italy report tracks the developments of health-associated product types and the healthy-option positioning of competing brands across different food sectors. It provides the latest retail sales data 2018-2022, allowing you to compare health and wellness categories with each other or in the context of the total market for a sector. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market- be they new product developments, legislative context or lifestyle influences. Forecasts to 2027 illustrate how the market is set to change.
Product coverage: HW Cooking Ingredients and Meals, HW Dairy Products and Alternatives, HW Hot Drinks, HW Snacks, HW Soft Drinks, HW Staple Foods.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
- Get a detailed picture of the Health and Wellness market;
- Pinpoint growth sectors and identify factors driving change;
- Understand the competitive environment, the market’s major players and leading brands;
- Use five-year forecasts to assess how the market is predicted to develop.
Health and Wellness in Italy
Euromonitor International
January 2024
LIST OF CONTENTS AND TABLES
HEALTH AND WELLNESS IN ITALY
EXECUTIVE SUMMARY
Overview
DISCLAIMER
HW HOT DRINKS IN ITALY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Consumers willing to pay more for clearly defined health benefits but economic pressures limit stronger gains
Natural fresh coffee remains the key sales driver in 2022
Health conscious consumers look to reduce their intake of sugar, fat, salt and caffeine
PROSPECTS AND OPPORTUNITIES
Italians expected to embrace natural, healthy and organic hot drinks options over the forecast period
Natural claims tap into a growing desire to follow a clean and healthy lifestyle
Digestive health expected to offer growth opportunities
CATEGORY DATA
Table 1 Sales of Hot Drinks by Health and Wellness Type: Value 2019-2022
Table 2 Sales of Hot Drinks by Health and Wellness Type: % Value Growth 2019-2022
Table 3 Company Shares of Organic Hot Drinks (Biggest HW Type in Global Hot Drinks): % Value 2019-2022
Table 4 Company Shares of Natural Hot Drinks (2nd Biggest HW Type in Global Hot Drinks): % Value 2019-2022
Table 5 Company Shares of Gluten Free Hot Drinks (3rd Biggest HW Type in Global Hot Drinks): % Value 2019-2022
Table 6 Company Shares of Good Source of Vitamins Hot Drinks (4th Biggest HW Type in Global Hot Drinks): % Value 2019-2022
Table 7 Company Shares of No Allergens Hot Drinks (5th Biggest HW Type in Global Hot Drinks): % Value 2019-2022
Table 8 Forecast Sales of Hot Drinks by Health and Wellness Type: Value 2022-2027
Table 9 Forecast Sales of Hot Drinks by Health and Wellness Type: % Value Growth 2022-2027
HW SOFT DRINKS IN ITALY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Consumers focus on reducing their sugar intake in 2022 while energy boosting properties prove fruitful
Natural soft drinks retain their appeal among health conscious consumers in 2022
Dairy free claims boost sales of Red Bull
PROSPECTS AND OPPORTUNITIES
Polarised performance expected from health and wellness soft drinks over the forecast period
Energy boosting the most promising health claim in soft drinks
High fibre juice to grow as consumers look to improve their health
CATEGORY DATA
Table 10 Sales of Soft Drinks by Health and Wellness Type: Value 2019-2022
Table 11 Sales of Soft Drinks by Health and Wellness Type: % Value Growth 2019-2022
Table 12 Company Shares of No Sugar Soft Drinks (Biggest HW Type in Global Soft Drinks): % Value 2019-2022
Table 13 Company Shares of Energy Boosting Soft Drinks (2nd Biggest HW Type in Global Soft Drinks): % Value 2019-2022
Table 14 Company Shares of Natural Soft Drinks (3rd Biggest HW Type in Global Soft Drinks): % Value 2019-2022
Table 15 Company Shares of Good Source of Vitamins Soft Drinks (4th Biggest HW Type in Global Soft Drinks): % Value 2019-2022
Table 16 Forecast Sales of Soft Drinks by Health and Wellness Type: Value 2022-2027
Table 17 Forecast Sales of Soft Drinks by Health and Wellness Type: % Value Growth 2022-2027
HW SNACKS IN ITALY
KEY DATA FINDINGS
2022 DEVELOPMENTS
High protein snack bars back in favour as pandemic fears subside
Gluten free leads health and wellness snacks in 2022
Caffeine comes under the microscope as consumers look to lead longer, healthier lives
PROSPECTS AND OPPORTUNITIES
Demand for plant-based, vegan, and dairy free ice cream set to rise
Consumers likely to show increasing awareness of the impact of their purchasing decisions on their health and the environment
Digestive health coming into greater focus
CATEGORY DATA
Table 18 Sales of Snacks by Health and Wellness Type: Value 2019-2022
Table 19 Sales of Snacks by Health and Wellness Type: % Value Growth 2019-2022
Table 20 Company Shares of Gluten Free Snacks (Biggest HW Type in Global Snacks): % Value 2019-2022
Table 21 Company Shares of Organic Snacks (3rd Biggest HW Type in Global Snacks): % Value 2019-2022
Table 22 Company Shares of Vegan Snacks (4th Biggest HW Type in Global Snacks): % Value 2019-2022
Table 23 Company Shares of No Allergens Snacks (5th Biggest HW Type in Global Snacks): % Value 2019-2022
Table 24 Forecast Sales of Snacks by Health and Wellness Type: Value 2022-2027
Table 25 Forecast Sales of Snacks by Health and Wellness Type: % Value Growth 2022-2027
HW DAIRY PRODUCTS AND ALTERNATIVES IN ITALY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Vegan dairy products and alternatives on the rise as more consumers pursue plant-based diets
Lactose free leads health and wellness dairy products and alternatives in 2022
High fibre claim sees rising demand and sales
PROSPECTS AND OPPORTUNITIES
Immune support claims likely to become more prominent in milk formula over the forecast period
Consumers becoming more selective about what they put into their diet
Promising outlook for digestive health, backed by Italy’s rapidly ageing population
CATEGORY DATA
Table 26 Sales of Dairy Products and Alternatives by Health and Wellness Type: Value 2019-2022
Table 27 Sales of Dairy Products and Alternatives by Health and Wellness Type: % Value Growth 2019-2022
Table 28 Company Shares of Organic Dairy Products and Alternatives (Biggest HW Type in Global Dairy Products and Alternatives): % Value 2019-2022
Table 29 Company Shares of Good Source of Minerals Dairy Products and Alternatives (2nd Biggest HW Type in Global Dairy Products and Alternatives): % V
Table 30 Company Shares of Gluten Free Dairy Products and Alternatives (3rd Biggest HW Type in Global Dairy Products and Alternatives): % Value 2019-20
Table 31 Company Shares of Lactose Free Dairy Products and Alternatives (4th Biggest HW Type in Global Dairy Products and Alternatives): % Value 2019-2
Table 32 Company Shares of Low Fat Dairy Products and Alternatives (5th Biggest HW Type in Global Dairy Products and Alternatives): % Value 2019-2022
Table 33 Forecast Sales of Dairy Products and Alternatives by Health and Wellness Type: Value 2022-2027
Table 34 Forecast Sales of Dairy Products and Alternatives by Health and Wellness Type: % Value Growth 2022-2027
HW COOKING INGREDIENTS AND MEALS IN ITALY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Organic products finding favour as Italy approves new organic law
Increasingly health conscious consumers helping to drive sales in 2022 with focus on gluten free claims
Consumers look to cut salt out of their diet as health concerns grow
PROSPECTS AND OPPORTUNITIES
Italians taking the sugar out of their spreads as obesity rates rise
No allergens cooking ingredients and meals receiving growing interest but Nutella remains under the microscope
Italy’s ageing population likely to boost sales of immune support cooking ingredients and meals
CATEGORY DATA
Table 35 Sales of Cooking Ingredients and Meals by Health and Wellness Type: Value 2019-2022
Table 36 Sales of Cooking Ingredients and Meals by Health and Wellness Type: % Value Growth 2019-2022
Table 37 Company Shares of Organic Cooking Ingredients and Meals (Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2019-2022
Table 38 Company Shares of Gluten Free Cooking Ingredients and Meals (2nd Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2019-2022
Table 39 Company Shares of Vegetarian Cooking Ingredients and Meals (3rd Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2019-2022
Table 40 Company Shares of Vegan Cooking Ingredients and Meals (4th Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2019-2022
Table 41 Company Shares of Natural Cooking Ingredients and Meals (5th Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2019-2022
Table 42 Forecast Sales of Cooking Ingredients and Meals by Health and Wellness Type: Value 2022-2027
Table 43 Forecast Sales of Cooking Ingredients and Meals by Health and Wellness Type: % Value Growth 2022-2027
HW STAPLE FOODS IN ITALY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Italians go in search of healthy indulgence
Gluten free claims find favour in 2022 as consumers pursue healthier diets
Ageing Italian population helps stimulate demand for brain health and memory staple foods
PROSPECTS AND OPPORTUNITIES
Pasta lovers expected to turn to healthier options
Italians likely to become more sensitive about what goes into the food they eat with a strong focus on gluten and fibre
Keto staple foods set benefit from growing obesity concerns
CATEGORY DATA
Table 44 Sales of Staple Foods by Health and Wellness Type: Value 2019-2022
Table 45 Sales of Staple Foods by Health and Wellness Type: % Value Growth 2019-2022
Table 46 Company Shares of Gluten Free Staple Foods (Biggest HW Type in Global Staple Foods): % Value 2019-2022
Table 47 Company Shares of Organic Staple Foods (2nd Biggest HW Type in Global Staple Foods): % Value 2019-2022
Table 48 Company Shares of High Fibre Staple Foods (3rd Biggest HW Type in Global Staple Foods): % Value 2019-2022
Table 49 Company Shares of Vegetarian Staple Foods (4th Biggest HW Type in Global Staple Foods): % Value 2019-2022
Table 50 Company Shares of No Allergens Staple Foods (5th Biggest HW Type in Global Staple Foods): % Value 2019-2022
Table 51 Forecast Sales of Staple Foods by Health and Wellness Type: Value 2022-2027
Table 52 Forecast Sales of Staple Foods by Health and Wellness Type: % Value Growth 2022-2027
Euromonitor International
January 2024
LIST OF CONTENTS AND TABLES
HEALTH AND WELLNESS IN ITALY
EXECUTIVE SUMMARY
Overview
DISCLAIMER
HW HOT DRINKS IN ITALY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Consumers willing to pay more for clearly defined health benefits but economic pressures limit stronger gains
Natural fresh coffee remains the key sales driver in 2022
Health conscious consumers look to reduce their intake of sugar, fat, salt and caffeine
PROSPECTS AND OPPORTUNITIES
Italians expected to embrace natural, healthy and organic hot drinks options over the forecast period
Natural claims tap into a growing desire to follow a clean and healthy lifestyle
Digestive health expected to offer growth opportunities
CATEGORY DATA
Table 1 Sales of Hot Drinks by Health and Wellness Type: Value 2019-2022
Table 2 Sales of Hot Drinks by Health and Wellness Type: % Value Growth 2019-2022
Table 3 Company Shares of Organic Hot Drinks (Biggest HW Type in Global Hot Drinks): % Value 2019-2022
Table 4 Company Shares of Natural Hot Drinks (2nd Biggest HW Type in Global Hot Drinks): % Value 2019-2022
Table 5 Company Shares of Gluten Free Hot Drinks (3rd Biggest HW Type in Global Hot Drinks): % Value 2019-2022
Table 6 Company Shares of Good Source of Vitamins Hot Drinks (4th Biggest HW Type in Global Hot Drinks): % Value 2019-2022
Table 7 Company Shares of No Allergens Hot Drinks (5th Biggest HW Type in Global Hot Drinks): % Value 2019-2022
Table 8 Forecast Sales of Hot Drinks by Health and Wellness Type: Value 2022-2027
Table 9 Forecast Sales of Hot Drinks by Health and Wellness Type: % Value Growth 2022-2027
HW SOFT DRINKS IN ITALY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Consumers focus on reducing their sugar intake in 2022 while energy boosting properties prove fruitful
Natural soft drinks retain their appeal among health conscious consumers in 2022
Dairy free claims boost sales of Red Bull
PROSPECTS AND OPPORTUNITIES
Polarised performance expected from health and wellness soft drinks over the forecast period
Energy boosting the most promising health claim in soft drinks
High fibre juice to grow as consumers look to improve their health
CATEGORY DATA
Table 10 Sales of Soft Drinks by Health and Wellness Type: Value 2019-2022
Table 11 Sales of Soft Drinks by Health and Wellness Type: % Value Growth 2019-2022
Table 12 Company Shares of No Sugar Soft Drinks (Biggest HW Type in Global Soft Drinks): % Value 2019-2022
Table 13 Company Shares of Energy Boosting Soft Drinks (2nd Biggest HW Type in Global Soft Drinks): % Value 2019-2022
Table 14 Company Shares of Natural Soft Drinks (3rd Biggest HW Type in Global Soft Drinks): % Value 2019-2022
Table 15 Company Shares of Good Source of Vitamins Soft Drinks (4th Biggest HW Type in Global Soft Drinks): % Value 2019-2022
Table 16 Forecast Sales of Soft Drinks by Health and Wellness Type: Value 2022-2027
Table 17 Forecast Sales of Soft Drinks by Health and Wellness Type: % Value Growth 2022-2027
HW SNACKS IN ITALY
KEY DATA FINDINGS
2022 DEVELOPMENTS
High protein snack bars back in favour as pandemic fears subside
Gluten free leads health and wellness snacks in 2022
Caffeine comes under the microscope as consumers look to lead longer, healthier lives
PROSPECTS AND OPPORTUNITIES
Demand for plant-based, vegan, and dairy free ice cream set to rise
Consumers likely to show increasing awareness of the impact of their purchasing decisions on their health and the environment
Digestive health coming into greater focus
CATEGORY DATA
Table 18 Sales of Snacks by Health and Wellness Type: Value 2019-2022
Table 19 Sales of Snacks by Health and Wellness Type: % Value Growth 2019-2022
Table 20 Company Shares of Gluten Free Snacks (Biggest HW Type in Global Snacks): % Value 2019-2022
Table 21 Company Shares of Organic Snacks (3rd Biggest HW Type in Global Snacks): % Value 2019-2022
Table 22 Company Shares of Vegan Snacks (4th Biggest HW Type in Global Snacks): % Value 2019-2022
Table 23 Company Shares of No Allergens Snacks (5th Biggest HW Type in Global Snacks): % Value 2019-2022
Table 24 Forecast Sales of Snacks by Health and Wellness Type: Value 2022-2027
Table 25 Forecast Sales of Snacks by Health and Wellness Type: % Value Growth 2022-2027
HW DAIRY PRODUCTS AND ALTERNATIVES IN ITALY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Vegan dairy products and alternatives on the rise as more consumers pursue plant-based diets
Lactose free leads health and wellness dairy products and alternatives in 2022
High fibre claim sees rising demand and sales
PROSPECTS AND OPPORTUNITIES
Immune support claims likely to become more prominent in milk formula over the forecast period
Consumers becoming more selective about what they put into their diet
Promising outlook for digestive health, backed by Italy’s rapidly ageing population
CATEGORY DATA
Table 26 Sales of Dairy Products and Alternatives by Health and Wellness Type: Value 2019-2022
Table 27 Sales of Dairy Products and Alternatives by Health and Wellness Type: % Value Growth 2019-2022
Table 28 Company Shares of Organic Dairy Products and Alternatives (Biggest HW Type in Global Dairy Products and Alternatives): % Value 2019-2022
Table 29 Company Shares of Good Source of Minerals Dairy Products and Alternatives (2nd Biggest HW Type in Global Dairy Products and Alternatives): % V
Table 30 Company Shares of Gluten Free Dairy Products and Alternatives (3rd Biggest HW Type in Global Dairy Products and Alternatives): % Value 2019-20
Table 31 Company Shares of Lactose Free Dairy Products and Alternatives (4th Biggest HW Type in Global Dairy Products and Alternatives): % Value 2019-2
Table 32 Company Shares of Low Fat Dairy Products and Alternatives (5th Biggest HW Type in Global Dairy Products and Alternatives): % Value 2019-2022
Table 33 Forecast Sales of Dairy Products and Alternatives by Health and Wellness Type: Value 2022-2027
Table 34 Forecast Sales of Dairy Products and Alternatives by Health and Wellness Type: % Value Growth 2022-2027
HW COOKING INGREDIENTS AND MEALS IN ITALY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Organic products finding favour as Italy approves new organic law
Increasingly health conscious consumers helping to drive sales in 2022 with focus on gluten free claims
Consumers look to cut salt out of their diet as health concerns grow
PROSPECTS AND OPPORTUNITIES
Italians taking the sugar out of their spreads as obesity rates rise
No allergens cooking ingredients and meals receiving growing interest but Nutella remains under the microscope
Italy’s ageing population likely to boost sales of immune support cooking ingredients and meals
CATEGORY DATA
Table 35 Sales of Cooking Ingredients and Meals by Health and Wellness Type: Value 2019-2022
Table 36 Sales of Cooking Ingredients and Meals by Health and Wellness Type: % Value Growth 2019-2022
Table 37 Company Shares of Organic Cooking Ingredients and Meals (Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2019-2022
Table 38 Company Shares of Gluten Free Cooking Ingredients and Meals (2nd Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2019-2022
Table 39 Company Shares of Vegetarian Cooking Ingredients and Meals (3rd Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2019-2022
Table 40 Company Shares of Vegan Cooking Ingredients and Meals (4th Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2019-2022
Table 41 Company Shares of Natural Cooking Ingredients and Meals (5th Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2019-2022
Table 42 Forecast Sales of Cooking Ingredients and Meals by Health and Wellness Type: Value 2022-2027
Table 43 Forecast Sales of Cooking Ingredients and Meals by Health and Wellness Type: % Value Growth 2022-2027
HW STAPLE FOODS IN ITALY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Italians go in search of healthy indulgence
Gluten free claims find favour in 2022 as consumers pursue healthier diets
Ageing Italian population helps stimulate demand for brain health and memory staple foods
PROSPECTS AND OPPORTUNITIES
Pasta lovers expected to turn to healthier options
Italians likely to become more sensitive about what goes into the food they eat with a strong focus on gluten and fibre
Keto staple foods set benefit from growing obesity concerns
CATEGORY DATA
Table 44 Sales of Staple Foods by Health and Wellness Type: Value 2019-2022
Table 45 Sales of Staple Foods by Health and Wellness Type: % Value Growth 2019-2022
Table 46 Company Shares of Gluten Free Staple Foods (Biggest HW Type in Global Staple Foods): % Value 2019-2022
Table 47 Company Shares of Organic Staple Foods (2nd Biggest HW Type in Global Staple Foods): % Value 2019-2022
Table 48 Company Shares of High Fibre Staple Foods (3rd Biggest HW Type in Global Staple Foods): % Value 2019-2022
Table 49 Company Shares of Vegetarian Staple Foods (4th Biggest HW Type in Global Staple Foods): % Value 2019-2022
Table 50 Company Shares of No Allergens Staple Foods (5th Biggest HW Type in Global Staple Foods): % Value 2019-2022
Table 51 Forecast Sales of Staple Foods by Health and Wellness Type: Value 2022-2027
Table 52 Forecast Sales of Staple Foods by Health and Wellness Type: % Value Growth 2022-2027
