Fast Market Research recommends "Vitamins and Dietary Supplements in Italy" from Euromonitor International, now available

Boston, MA -- (SBWire) -- 10/20/2014 --The worsening of the Italian economy has led Italians to reduce their spending on non-essentials and only purchase products when absolutely necessary. This trend does not favour categories which offer more long-term benefits, such as vitamins and dietary supplements. Although more and more consumers became familiar with these products over the review period, many Italians started to forgo buying vitamins and dietary supplements as they could not justify spending on them. With the current economic situation, only a minority of Italians continued to purchase vitamins and dietary supplements in 2013. These consumers have a greater appreciation of innovations and more ad-hoc products targeted at the specific needs of various groups.

Competitive Landscape

Sanofi-Aventis remained the leading company in vitamins and dietary supplements in 2013 with a 9% value share thanks to its Enterogermina brand. It was closely followed by Whitehall Italia, Bayer and Aboca with shares of 7% each. The leading brands in Italy in 2013 were Enterogermina, Supradyn (Bayer), Aboca and Polase and Centrum (both Whitehall).

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Industry Prospects

Over the forecast period vitamins and dietary supplements is expected to see an increasing number of private label lines as well as products targeting more specific needs and age groups. The leading retailer Coop, which is the only retailer currently offering its own line of private label OTC products, called ?Coop Salute?, is likely to invest in expanding its range as Italian consumers increasingly use the pharmacy corners in supermarkets and hypermarkets. Moreover, highly specialised products, for example with a beauty, immune system or mood/relaxing positioning, are likely to attract more consumers over the forecast period, particularly professionals living hectic lives in the cities.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Vitamins and Dietary Supplements industry in Italy with research from Euromonitor's team of in-country analysts.

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.

If you're in the Vitamins and Dietary Supplements industry in Italy, our research will save you time and money while empowering you to make informed, profitable decisions.

The Vitamins and Dietary Supplements 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

Our market research reports answer questions such as:

- What is the market size of Vitamins and Dietary Supplements in Italy?
- What are the major brands in Italy?
- Which dietary supplement grew the fastest in the past year?

Reasons to Get this Report

- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions

Product coverage: Dietary Supplements, Paediatric Vitamins and Dietary Supplements, Tonics and Bottled Nutritive Drinks, Vitamins.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

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