Supplements taken by 30 million Italians. Manufacturers: common rules are needed in Europe
Turnover at 4.5 billion: lower growth than in the past for a market that is, however, increasingly solid and mature
by E.Sg.
3' min read
3' min read
In the past year, almost 30 million Italians adults (73%) have used food supplements at least once and more than 8 out of 10 (83%) have used them in their lifetime. And in 2023 turnover in the sector reached EUR 4.5 billion thanks to the sale of 300 thousand tonnes of supplements. Italy is thus confirmed as the leading European market, with a 26% share of the continental turnover, followed by Germany (19%) and France (15%). This is the picture that emerged from the Annual Meeting of "Integrators & Salute", a reality of Unione Italiana Food that counts about 200 companies..
"Today we are registering a growth of the supplement sector that is certainly more contained than in past years, especially if we look at the pandemic period, but we are nevertheless talking about a market that has become much more solid and mature," says Germano Scarpa, president of Integratori & Salute. The number of people approaching the consumption of supplements continues to increase, and those who are already using them are demonstrating increasing loyalty, also expanding the range of supplements used. This is an extremely positive sign for the entire industry. However, this progress seems to be in stark contrast to the regulatory situation at European level. A harmonisation of the rules on supplements at this level is therefore desirable, because today we are faced with fragmented regulation that penalises innovation in our country. Even the registration processes for new nutrients, such as novel foods, are managed with methodologies that are now outdated with respect to current knowledge; their simplification would bring enormous benefits for both the sector and citizens'.
By far the most prevalent sales channel remains that of pharmacies, with a value of EUR 3.5 billion, or 78% of the total, followed at a great distance by GDO (with an incidence of 7.7%), parapharmacies (7.6%) and the 'online' channel (6.9%).
The dietary supplements market is also growing strongly worldwide: according to data presented by Intesa Sanpaolo during the event, international trade has almost tripled in the last fifteen years. Italy has become increasingly specialised in the sector over time. In 2023 Italian exports grew to reach 1.9 billion euro, with a largely positive trade balance (894 million). In the first six months of 2024, despite the generalised slowdown in world trade, Italy's food supplement exports showed further double-digit growth, better than its main European competitors.
"The main function of food supplements is to have a metabolic effect in order to keep our physiological system working efficiently," say Integratori & Salute. Supplements are today, and will be increasingly so in the future, 'coaches' at people's side, able to ensure that the body receives the right amount of what contributes to overall well-being at all stages of life, beyond the good practices already in place'.
