Market Report, "Calming and Sleeping in Italy", Published
During 2012, calming and sleeping was a stable category, with sales increasing slightly in current value terms (1%), mainly due to increasing retail prices, which were to compensate for decreasing sales in volume terms. Besides these results, it seems that within this category there is an underlying preference of Italian consumers for natural and herbal products, which are perceived as having no side-effects, and consumption can be stopped at any time without any consequences.
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