Published in Marketing
Health and wellness struggles in Italy
Health and wellness in Italy struggled in 2014 as a result of the negative effects of the economic crisis. Italians, with reduced disposable incomes, sought to try and save money by reducing or avoiding altogether the purchase of anything considered non-essential. Nevertheless, naturally healthy (NH) and organic products performed well as consumers became increasingly interested in enhancing and maintaining their health and wellbeing.
This is what emerges from the latest report from Euromonitor International. You can discover the latest market trends and uncover sources of future market growth for the Health and Wellness industry in Italy with this research from Euromonitor's team of in-country analysts. You can find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

Growing interest in naturally healthy and organic products
Increased general awareness about the importance of a healthy and balanced diet positively impacted the performance of NH and organic products in Italy in 2014. In fact, despite a decline in value sales for better for you (BFY) and fortified/functional (FF) food and beverages, which generally retail at higher prices because of their added value and therefore represent an expenditure issue for consumers, NH and organic products performed well. In particular, NH products have been positively impacted by the economic crisis and reduced disposable incomes of consumers, who in many instances are opting for NH alternatives compared to more expensive packaged products. In addition, organic products have been very successful as they are safe, perceived as being of a higher quality and a good way to respect the environment and improve one’s health and wellbeing.

Changing demographics impact health and wellness
Increasing awareness about the connection between eating/drinking habits and the rising incidence of various diseases is making Italians more careful about what they eat and drink, with many opting for health and wellness products, in particular NH and organic produce. In addition, demographic changes are being seen in Italy and are having a significant impact on the performance of health and wellness foods and beverages in the country. For example, childhood obesity is rising dramatically in Italy, requiring measures to reduce the problem, which is subsequently benefiting the performance of health and wellness.

Domestic players perform well
Domestic manufacturers of health and wellness food and beverages in 2014 continued to remain very important in Italy thanks to their large product portfolios as well as significant investment in innovation and new product development. In addition, Italians interested in health and wellness often prefer “made in Italy” products, for example in the case of organic food and beverages, because they feel these products are more “local” and there is greater control over the production process. Players need, however, to continue to invest in communication and advertising campaigns in order to increase brand and product awareness among consumers.

Health and wellness expected to continue to grow in the future
Over the forecast period health and wellness food and beverages are expected to perform well as Italians will become more aware and knowledgeable about the importance of a healthy and balanced diet. In fact, a larger share of the population is expected to become more interested in preventing illness rather than curing it, thus favouring health and wellness products. In particular, NH and organic products are expected to benefit from this growing trend as they allow consumers to eat in a more natural and healthy way, offering a selection of products which are considered, in the case of organics, safe and of a higher quality, and in the case of NH, natural and of better value for money compared to FF and BFY products.

The Health and Wellness in Italy market research report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volumes and values, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent market research methodology, conducted in-country

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