Market Report, "Herbal/Traditional Products in Italy", Published
The main trend observed in the category in 2013 was Italian consumers' increasing appreciation of the fact that these products were much less likely to have any potential side effects compared to non-herbal alternatives. Italian consumers believe that herbal/traditional products do not cause any harm even if they are taken without medical advice as they do not interact with other medicines. Moreover, they are considered safe for regular consumption.
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