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The health and wellness trend was booming in Italy pre-COVID-19, shaping consumption patterns in beverages and overall lifestyles. Consumers were increasingly paying attention to the ingredients in their beverages and were inclined to opt for healthier beverages. This was especially true for millennials and Gen Z, which are more interested and informed about wellbeing compared to previous generations.
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 2016-2020, 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 2025 illustrate how the market is set to change.
Product coverage: Focus Categories by Key Functional Ingredients, Health and Wellness by Category, Health and Wellness by Prime Positioning, Health and Wellness by Type.
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.TABLE OF CONTENTS
List OF CONTENTS AND TABLES
EXECUTIVE SUMMARY
COVID-19 impact on health and wellness
COVID-19 country impact
Company response
Retailing shift
Foodservice vs retail split
What next for health and wellness?
MARKET DATA
Table 1 Sales of Health and Wellness by Type: Value 2015-2020 Table 2 Sales of Health and Wellness by Type: % Value Growth 2015-2020 Table 3 Sales of Health and Wellness by Category: Value 2015-2020 Table 4 Sales of Health and Wellness by Category: % Value Growth 2015-2020 Table 5 Sales of Health and Wellness by Prime Positioning: Value 2015-2020 Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2015-2020 Table 7 NBO Company Shares of Health and Wellness: % Value 2016-2020 Table 8 LBN Brand Shares of Health and Wellness: % Value 2017-2020 Table 9 Distribution of Health and Wellness by Format: % Value 2015-2020 Table 10 Distribution of Health and Wellness by Format and Category: % Value 2020 Table 11 Forecast Sales of Health and Wellness by Type: Value 2020-2025 Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2020-2025 Table 13 Forecast Sales of Health and Wellness by Category: Value 2020-2025 Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2020-2025 Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2020-2025 Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2020-2025GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research SourcesKEY DATA FINDINGS
2020 IMPACT
Non-sugar options launched ahead of the sugar tax
Health awareness results in a decline in juice
Cocktails become a lockdown treat and BFY variants feel the benefit
RECOVERY AND OPPORTUNITIES
Fears over succumbing to COVID-19 result in more choosing healthier beverages
Fresh fruit is widely available and cheaper than premium store-bought options
Energy drinks players enter the low/no sugar arena ahead of the sugar tax
CATEGORY DATA
Table 17 Sales of BFY Beverages by Category: Value 2015-2020 Table 18 Sales of BFY Beverages by Category: % Value Growth 2015-2020 Table 19 NBO Company Shares of BFY Beverages: % Value 2016-2020 Table 20 LBN Brand Shares of BFY Beverages: % Value 2017-2020 Table 21 Distribution of BFY Beverages by Format: % Value 2015-2020 Table 22 Forecast Sales of BFY Beverages by Category: Value 2020-2025 Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Fresh fruit attracts the health conscious and those now watching what they spend
COVID-19 accelerates the health and wellness trend
Time at home means more time for tea, and health-positioned hot drinks obliges
RECOVERY AND OPPORTUNITIES
New customer base expected to continue their habits post-COVID-19
FF nectars to carry sales, having the highest juice content
CATEGORY DATA
Table 24 Sales of Fortified/Functional Beverages by Category: Value 2015-2020 Table 25 Sales of Fortified/Functional Beverages by Category: % Value Growth 2015-2020 Table 26 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2015-2020 Table 27 Key Functional Ingredients in Fortified/Functional 100% Juice: % Value 2015-2020 Table 28 Key Functional Ingredients in Fortified/Functional Juice Drinks (up to 24% juice): % Value 2015-2020 Table 29 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2015-2020 Table 30 NBO Company Shares of Fortified/Functional Beverages: % Value 2016-2020 Table 31 LBN Brand Shares of Fortified/Functional Beverages: % Value 2017-2020 Table 32 Distribution of Fortified/Functional Beverages by Format: % Value 2015-2020 Table 33 Forecast Sales of Fortified/Functional Beverages by Category: Value 2020-2025 Table 34 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Immune system-boosting NH tea sees a surge in sales
NH RTD tea makes an appearance
Growth of NH superfruit juice slower than expected due to home blending
RECOVERY AND OPPORTUNITIES
NH tea habit expected to continue post-COVID-19
Fruit/herbal options overtake green tea
NH superfruit 100% juice will thrive
CATEGORY DATA
Table 35 Sales of NH Beverages by Category: Value 2015-2020 Table 36 Sales of NH Beverages by Category: % Value Growth 2015-2020 Table 37 NBO Company Shares of NH Beverages: % Value 2016-2020 Table 38 LBN Brand Shares of NH Beverages: % Value 2017-2020 Table 39 Distribution of NH Beverages by Format: % Value 2015-2020 Table 40 Forecast Sales of NH Beverages by Category: Value 2020-2025 Table 41 Forecast Sales of NH Beverages by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Organic soft drinks too expensive as Italians watch what they spend
Hot drinks benefit from consumer being at home
Premium coffee drinkers working from home maintain their habit
RECOVERY AND OPPORTUNITIES
Economic uncertainty will adversely impact organic beverages
Millennials persuaded by the benefits of going organic
More organic options appearing but until the economy recovers, caution around spending on non-essentials will prevail
CATEGORY DATA
Table 42 Sales of Organic Beverages by Category: Value 2015-2020 Table 43 Sales of Organic Beverages by Category: % Value Growth 2015-2020 Table 44 NBO Company Shares of Organic Beverages: % Value 2016-2020 Table 45 LBN Brand Shares of Organic Beverages: % Value 2017-2020 Table 46 Distribution of Organic Beverages by Format: % Value 2015-2020 Table 47 Forecast Sales of Organic Beverages by Category: Value 2020-2025 Table 48 Forecast Sales of Organic Beverages by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Consumers continue to seek reduced sugar jams and preserves
Rising importance of reduced fat and sugar snacks leads to new product launches
Players attract consumers with less fat and salt in their canned tuna products
RECOVERY AND OPPORTUNITIES
BFY reduced salt food set to see the strongest growth, although from a low base
Growth in e-commerce set to be maintained
Slow recovery for foodservice likely to hamper growth in the forecast period
CATEGORY DATA
Table 49 Sales of BFY Packaged Food by Category: Value 2015-2020 Table 50 Sales of BFY Packaged Food by Category: % Value Growth 2015-2020 Table 51 NBO Company Shares of BFY Packaged Food: % Value 2016-2020 Table 52 LBN Brand Shares of BFY Packaged Food: % Value 2017-2020 Table 53 Distribution of BFY Packaged Food by Format: % Value 2015-2020 Table 54 Forecast Sales of BFY Packaged Food by Category: Value 2020-2025 Table 55 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Gluten-free food is also appreciated by people without an intolerance
Changing distribution widens the consumer base
Free from lactose cream witnesses product development
RECOVERY AND OPPORTUNITIES
Free from meat set to see an improved performance due to recent launches
More pasta players move into the gluten-free segment, which will maintain growth
Valsoia aims to maintain its lead and drive growth with constant new launches
CATEGORY DATA
Table 56 Sales of Free From by Category: Value 2015-2020 Table 57 Sales of Free From by Category: % Value Growth 2015-2020 Table 58 NBO Company Shares of Free From: % Value 2016-2020 Table 59 LBN Brand Shares of Free From: % Value 2017-2020 Table 60 Distribution of Free From by Format: % Value 2015-2020 Table 61 Forecast Sales of Free From by Category: Value 2020-2025 Table 62 Forecast Sales of Free From by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
FF milk reverses its decline thanks to new launches
FF butter and spreads improves its performance through communication
Dante Medical Solutions increases its share but cannot prevent decline in FF gum
RECOVERY AND OPPORTUNITIES
COVID-19 will lead to greater demand for immunity
Innovation expected in FF pasta, maintaining dynamic growth
FF snack bars set to benefit from the use of superfruits
CATEGORY DATA
Table 63 Sales of Fortified/Functional Packaged Food by Category: Value 2015-2020 Table 64 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2015-2020 Table 65 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2015-2020 Table 66 Key Functional Ingredients in Fortified/Functional Bread: % Value 2015-2020 Table 67 Key Functional Ingredients in Fortified/Functional Chocolate Confectionery: % Value 2015-2020 Table 68 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2015-2020 Table 69 Key Functional Ingredients in Fortified/Functional Milk: % Value 2015-2020 Table 70 Key Functional Ingredients in Fortified/Functional Sweet Biscuits: % Value 2015-2020 Table 71 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2015-2020 Table 72 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2016-2020 Table 73 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2017-2020 Table 74 LBN Brand Shares of Fortified/Functional Bread: % Value 2017-2020 Table 75 Distribution of Fortified/Functional Packaged Food by Format: % Value 2015-2020 Table 76 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2020-2025 Table 77 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Demand for immunity-boosting products stimulates growth in NH sour milk products
Sales of NH high fibre food are also boosted by the gut health trend
NH olive oil returns to growth, although polarisation of purchasing patterns is seen
RECOVERY AND OPPORTUNITIES
The potential in kefir is understood by private label players
Honey players need to promote the healthy attributes of their products
Wide product range and availability set to boost sales of NH high fibre pasta
CATEGORY DATA
Table 78 Sales of NH Packaged Food by Category: Value 2015-2020 Table 79 Sales of NH Packaged Food by Category: % Value Growth 2015-2020 Table 80 NBO Company Shares of NH Packaged Food: % Value 2016-2020 Table 81 LBN Brand Shares of NH Packaged Food: % Value 2017-2020 Table 82 Distribution of NH Packaged Food by Format: % Value 2015-2020 Table 83 Forecast Sales of NH Packaged Food by Category: Value 2020-2025 Table 84 Forecast Sales of NH Packaged Food by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
COVID-19 reinforces an already strong move to organic packaged food
Organic products gain traction in new categories
The entry of Dr Schar could shake up the competitive landscape
RECOVERY AND OPPORTUNITIES
Strong potential for development if the consumer base can be expanded
Organic pasta set to perform well as it becomes more mainstream
Organic dairy set to drive growth from an already high base
CATEGORY DATA
Table 85 Sales of Organic Packaged Food by Category: Value 2015-2020 Table 86 Sales of Organic Packaged Food by Category: % Value Growth 2016-2020 Table 87 NBO Company Shares of Organic Packaged Food: % Value 2016-2020 Table 88 LBN Brand Shares of Organic Packaged Food: % Value 2017-2020 Table 89 Distribution of Organic Packaged Food by Format: % Value 2015-2020 Table 90 Forecast Sales of Organic Packaged Food by Category: Value 2020-2025 Table 91 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2020-2025