Food supplements: Italian leadership and market trends

The 'Italy Model' is not limited to large sales volumes (€4.5 billion), but excels for its scientific-professional approach. Unlike foreign markets dominated by do-it-yourself, the national system is based on the advice of doctors and pharmacists, ensuring targeted and safe use of nutrients and micronutrients, probiotics, botanicals, and other beneficial substances.

This synergy between cutting-edge industry and clinical rigor not only optimizes the nutritional status of the population but promotes supplementation as a tool of primary prevention essential for the sustainability of health systems and the improvement of quality of life.

Dietary supplements: definition and functions

European regulatory framework

The legal definition and regulatory framework of dietary supplements in the European Union are based on Directive 2002/46/EC, adopted on June 10, 2002, aimed at harmonizing the national legislations of Member States while ensuring a high level of public health protection and the free movement of products within the European single market.

Dietary supplements are defined as ‘food products intended to supplement the common diet and that constitute a concentrated source of nutrients, such as vitamins and minerals, or other substances having a nutritional or physiological effect, in particular but not exclusively amino acids, essential fatty acids, fiber, and plant extracts, both single and combined compounds, in pre-dosed forms‘ (Directive 2002/46/EC, Art. 2).

European legislation establishes that these products must be marketed exclusively in pre-packaged form and presented in specific forms such as capsules, tablets, pills, sachets of powder, liquid vials, bottles with droppers, and other similar forms of liquids and powders intended to be taken in small pre-dosed unit quantities (Ministry of Health, 2024). This specification is fundamental to distinguish dietary supplements from medicines, from which they differ in purpose, composition, and authorization regime. The European Food Safety Authority (EFSA) has further clarified that supplements can contain a wide variety of nutrients and other ingredients, including not only vitamins and minerals but also amino acids, essential fatty acids, fiber, and various plants and herbal extracts (EFSA, 2024).

Functions and role of dietary supplements

The functions of dietary supplements lie within the scope of support for well-being and optimization of physiological functions of the body, without ever overlapping with the therapeutic purposes of medicines. Directive 2002/46/CE explicitly states that supplements cannot be labeled, presented, or advertised as products capable of preventing, curing, or healing a human disease, nor can they refer to such properties. Their role is instead to to supplement the diet normally providing nutrients or other substances with a nutritional or physiological effect that may be lacking or present in insufficient quantities in people's daily diet (Ministry of Health, 2024).

Food supplements can contribute to well-being by optimizing nutritional status and promoting the normality of body functions through the targeted supply of specific nutrients or bioactive substances. The main areas of application include the support for immune defenses, which represents the main reason for consumption for 30% of Italian users, followed by increased energy intake for 26% of consumers (Future Concept Lab, 2024). Other significant functions concern gastrointestinal well-being, with probiotics which constitute the most profitable segment of the Italian market with sales exceeding 537 million euros, support for cardiovascular health, osteoarticular well-being through the supply of minerals such as calcium, and the maintenance of cognitive functions and of the tone ofmood (Supplements & Health, 2024).

Notification and control system

The marketing of food supplements in the European Union is subject to specific notification and control procedures which vary partially among different Member States, while maintaining a common framework defined by European legislation. In Italy, the system is regulated by legislative decree of May 21, 2004, No. 169, which transposes the European directive and establishes that the manufacturer or the person responsible for placing the product on the market must proceed with notification to the Ministry of Health of the product label through the portal of the New Health Information System (NSIS) prior to marketing (Ministry of Health, 2024). This procedure does not constitute a prior authorization but represents a control system that allows the competent authorities to verify the compliance of the product with current legislation, assessing the rationale of the composition, the adequacy of the quantities of ingredients, and the accuracy of the information reported on the label.

Once the notification procedure has been successfully completed, the food supplements are included in a public register managed by the Ministry of Health, with the assignment of a specific identification code that the manufacturer can optionally report on the label (Legislative Decree 169/2004). The system of control It also extends to the post-marketing phase, where national authorities retain the power to suspend or restrict the sale of a supplement if they believe it may harm human health, activating the safeguard procedures provided by European legislation (Directive 2002/46/EC). It is important to underline that a substance, to be used in a food supplement, must have recorded significant and safe consumption in the EU prior to May 1997, otherwise it is classified asnovel food and is subject to prior authorization at the European level pursuant to Regulation (EU) 2015/2283.

Our team of DO provides specific consultancy services to sector companies interested in the revision of composition and labels as well as their notification to the Ministry of Health, in addition to assistance in drafting GMP and HACCP plans and in the authorization procedures for establishments.

Italy's leadership in the EU for history, production and consumption

Historical evolution and roots of the Italian leadership

The position of Italy's leadership in the dietary supplements sector is rooted in a historical path characterized by the convergence of herbal tradition, prevention culture, research and innovation thathave shaped over time a distinctive industry. The sector initially developed within dietetic products and foods intended for particular nutrition, following European directives 77/394/EEC and 89/398/EEC, then acquired its own specific identity with the adoption of directive 2002/46/EC.

The consolidation of Italian leadership in the dietary supplements sector mainly took place starting from the Nineties and in the first two decades of the 21st century, a period in which Italy anticipated and led European trends in regulation, production quality and culture of conscious consumption. Even before the adoption of the European directive, the Italian Ministry of Health had implemented a technical-regulatory and health control system, through the notification procedure, which has always represented a valid system to verify the suitability of the composition and indications of supplements.

This regulatory vanguard has allowed Italian companies to develop high quality standards and a culture of advanced and continuous research that distinguishes them in the European and global scenario.

Production dimensions and characteristics of the industrial system

The Italian dietary supplements production system is characterized by a complex structure that combines multinational excellences and a dense network of small and medium highly specialized enterprises, for a total of about 550 companies that operate on the national territory and constitute the associative fabric of Integratori & Salute, the most representative entity of the sector adhering to Unione Italiana Food and the Confindustria system (Integratori & Salute, 2025). In 2024, the sector generated a turnover between between 4.5 and 5.2 billion euros, with sales exceeding 299,000 tons in quantity and over 200 million packages sold, confirming theItaly as the leading European market with a share of 26% of the total turnover, significantly higher than Germany (19%) and France (15%) (MakingPharmaIndustry, 2025).

The Italian production capacity is distinguished by a footprint strongly innovative which constitutes a strategic element of competitiveness: in 2024 alone more than 4,000 new references have been launched on the market, ranging from traditional vitamins to advanced probiotics, from functional supplements linked to the microbiome to specialized formulations for specific targets such as athletes, elderly or menopausal women (MakingPharmaIndustry, 2025).

TheItalian industry of supplements is also characterized by a strong vocation forinternationalization: in 2023 Italian exports reached 1.9 billion euros with an 11% increase over the previous year, generating a positive trade balance of 894 million euros which consolidates Italy's position as the fourth largest exporter in Europe (Intesa Sanpaolo, 2024). In the first six months of 2024, despite the generalized slowdown in world trade, theexports of Italian supplements showed further double-digit growth, higher than that of main European competitors, demonstrating the competitiveness and international appreciation of Italian products (Intesa Sanpaolo, 2024). The acquisition over time of increasing specialization in the sector is also evident considering that international trade of dietary supplements worldwide has almost tripled in the last fifteen years, and Italy has succeeded in gaining significant market shares in this global expansion context (Intesa Sanpaolo, 2024).

Profile of consumption and culture of prevention

The Italian primacy in the European market of dietary supplements finds one of its most significant expressions in the levels and modes of consumption of the population, which reflect a culture of prevention and well-being particularly rooted in the social fabric. According to the survey conducted by Future Concept Lab in 2024, there are almost 30 million Italian adults, equal to 73% of the population, who have used dietary supplements at least once in the last year, while more than eight out of ten, corresponding to 83% of the total, have used them in their lifetime (Future Concept Lab, 2024). The average per capita spending of Italians on dietary supplements amounts to 64 euros per year, ranking among the European top, with 54% of the population regularly using these products (Giuriati, 2024).

A distinctive element of the Italian model is represented by conscious consumption of supplementsoften guided by the medical class. 48.4% of Italian consumers rely on the advice of the doctor before buying a dietary supplement, while 36.3% turn to the pharmacist, demonstrating a prudent and informed approach that distinguishes the Italian market from other European contexts (Supplements & Health, 2024). 80% of Italian consumers have a correct perception of the role of the supplement, recognizing it as a complement to diet and lifestyle rather than a substitute, awareness that does notresult in other European countries such as Germany and France where purchase is often linked to specific clinical needs with less preventive value (MakingPharmaIndustry, 2025). 75% of Italian Millennials explicitly recognizes that supplements ‘support well-being but do not replace medicines‘, while 82.4% of the population follows professional recommendations and only 17.6% adopts autonomous use without medical or pharmaceutical consultation (Integrated Nutrition Medicine, 2025).

Distribution and role of pharmacies

A peculiar and distinctive feature of the Italian dietary supplements market is represented by absolute dominance of the pharmacy channel in the distribution of these products, configuring a model that significantly differentiates Italy from the rest of Europe and helps explain the quality levels and consumer trust. In 2024, the pharmacy channel generated a turnover of 3.538 billion euros, equal to 77.9% of the total supplement market, establishing itself as the prevailing sales channel with a marked lead over the large organized distribution accounting for 7.7%, parapharmacies with 7.6%, and the online channel with 6.9%(Unione Italiana Food, 2024). In other words, more than three quarters of supplement sales in Italy pass through pharmacies, configuring a medicalized distribution model that has no equivalent in other major European markets (MakingPharmaIndustry, 2025).

The central role of the pharmacy in the Italian supplement market is not a simple logistical or distribution issue, but reflects a cultural and professional dimension profound one that gives the sector distinctive characteristics of safety, appropriateness and personalization. More than 70% of Italians declare that they follow the advice of pharmacists and doctors when choosing supplements, attributing to the health professional a role as a scientific and fiduciary advisor who mediates between consumer needs and the available offer (MakingPharmaIndustry, 2025).

Within the pharmacy channel, theanalysis by product categories reveals further specificities of the Italian market. The probiotics represent the most profitable segment with sales exceeding 537 million euros in 2024, consolidating leadership that has strengthened by 40% compared to 2013 (Farmaimpresa, 2024). The minerals occupy the second position generating 335.2 million euros with a 2.7% growth compared to 2022, followed by vitamins and by tonics which maintain market shares above 6% (Farmaimpresa, 2024). Other rapidly expanding categories include antacids and anti-reflux with a growth of 205% compared to 2013, sleep and mental wellness supplements with an increase of 155%, and supplements for bone-joint and cardiovascular health (Integrated Nutrition Medicine, 2025).

Markets and trends

Size and dynamics of the global market

The global market of dietary supplements is undergoing a phase of extraordinary expansion placing it among the most dynamic sectors of the global food and health industry. According to analyses by Grand View Research, the market recorded sales of 192.65 billion dollars in 2024 and is expected to reach 414.62 billion dollars by 2033, marking an 84% increase in seven years with a compound annual growth rate (CAGR) of 8,9% (Grand View Research, 2025). This expansive trajectory is driven by multiple converging factors: the growing consumer attention towards prevention healthcare, theaging demographics of populations in developed countries, the increase in disposable income in emerging economies and the spread of lifestyles oriented towards wellness and physical and cognitive performance (Notiziario Chimico Farmaceutico, 2024).

The geographic distribution of the global market highlights the concentration of demand in high-income countries and emerging Asian markets. The United States represent the largest global market by absolute size, followed by China e Japan, forming a consumption area that alone absorbs a significant share of global production. TheEurope represents the second largest global consumption hub, with a market that reached 21.60 billion dollars and which, according to Mordor Intelligence forecasts, will grow at a CAGR of 9.10% to reach 33.40 billion dollars by 2029 (Mordor Intelligence, 2025). Within the European landscape, Italy maintains leadership with 26% of the continental market, followed by Germany with 19%, France with 15%, the United Kingdom and Spain completing the group of the main consumer countries (Unione Italiana Food, 2024).

European market: characteristics and regulatory fragmentation

The European dietary supplements market has distinctive characteristics that differentiate it from other geographic areas, characterized by greater attention to ingredient quality, labeling transparency and sustainability of the production chain. The European market is expected to reach 22.40 billion dollars by 2025, growing at a CAGR of 3.34% to reach 26.40 billion dollars by 2030, with more contained growth dynamics compared to other geographic areas but characterized by greater stability and maturity of consumption (Mordor Intelligence, 2025). The main multinational companies operating in the European market include Bayer AG, Haleon PLC, Procter & Gamble Co, Sanofi SA, Vitabiotics Ltd, and Perrigo Co Plc, which compete with a widespread network of highly specialized and territorially rooted medium and small companies (Mordor Intelligence, 2024).

A significant critical issue of European market is represented by the regulatory fragmentation which, despite the harmonization efforts promoted by Directive 2002/46/EC, remains for numerous aspects related to permitted ingredients, maximum dosages of vitamins and minerals, and the use of plant extracts (botanicals) and other substances with physiological effects (Dongo, 2025a). As highlighted by Germano Scarpa, president of Supplements & Health, ‘today we face fragmented regulation that penalizes innovation in our country’, referring to the interpretative and applicative differences characterizing the various Member States (Scarpa, 2024). This regulatory heterogeneity creates barriers to intra-European trade and limits companies' ability to develop continental market strategies, despite the principle of mutual recognition enshrined in European legislation.

Particularly problematic is the management of novel foods, that is to say those ingredients which do not have a significant prior consumption in the EU before May 1997 and therefore require prior authorization at the European level pursuant to Regulation (EU) 2015/2283. The registration processes for new nutrients are particularly onerous and cause delays in the marketing of innovative ingredients and penalize the competitiveness of the European industry compared to extra-European competitors, particularly those in the United States who benefit from a moreflexible (Scarpa, 2024). L’desired harmonization the rules on supplements at the European level therefore represents a priority for the sector, with particular reference to the maximum dosages of vitamins and minerals and the use of botanicals, where currently each Member State maintains specific national provisions as in the case of the BELFRIT project which coordinates the positive lists of Belgium, France and Italy (Dongo, 2025a).

Distribution channels and digital transformation

The distribution structure of the European dietary supplements market is undergoing a significant transformation phase, characterized by the rapid growth of the online channel which changes the consolidated balances between traditional channels. In 2024, specialized stores, a category that mainly includes pharmacies and para-pharmacies, still hold 46.15% of the European market share, but online retail sales are expected to grow at a CAGR of 13% until 2030, driven by digital accessibility, targeted marketing and the possibility of offer personalization (Mordor Intelligence, 2025). The e-commerce of dietary supplements recorded an 11.95% growth in Italy in 2024, showing greater dynamism than traditional channels and positioning itself as the fastest growing area for the coming years (Giuriati, 2024).

The digital transformation of the supplements market is not limited to distribution channels but affects the entire value chain, from offer personalization to customer relationship management. Telemedicine applications, health status monitoring apps, and nutrition personalization systems open new channels of interaction with consumer-patients, allowing the creation of purchase experiences guided by biometric data, food preferences, and individual wellness goals (MakingPharmaIndustry, 2025).

Theartificial intelligence is also entering the sector through ingredient analysis, customer support via specialized chatbots, and the development of optimized formulations based on big data related to perceived efficacy and clinical outcomes (Notiziario Chimico Farmaceutico, 2024). The valorization of data real world, that is the systematic tracking of consumption, adherence, and clinical results of supplements, could become a strategic asset by replicating dynamics already established in the pharmaceutical industry and allowing the construction of more robust evidence of effectiveness (MakingPharmaIndustry, 2025).

Emerging trends and growth drivers

The analysis of emerging trends in the dietary supplements market at the global and European levels allows the identification of the main drivers that will guide the sector's evolution in the coming years. A first significant trend concerns the segmentation of the offer for specific demographic targets and health needs:

• the population over 65, which already accounts for 30% of global supplement sales, is expected to double in the next twenty years, driving sustained growth in demand for products dedicated to the well-being of the elderly population, with particular reference to cardiovascular health, cognitive support, musculoskeletal health, and the management of age-related chronic diseases (Scientific Informants, 2024); in parallel,

• the age group 25-65 years, which represents the largest segment of current consumers, shows growing interest in supplements related to physical and cognitive performance, stress management, and the maintenance of vital energy (Grand View Research, 2025);

• The sports nutrition constitutes another main axis of the market's evolution, with the growing importance of physical activity in the general population pushing towards supplements that support electrolyte balance, muscle recovery, hydration, and athletic performance not only in professional athletes but also in amateur practitioners (Chemical Pharmaceutical News, 2024);

• supplements formulated specifically for female needs represent a further expanding segment, with products dedicated to gastrointestinal well-being, skin and hair health, hormonal support in menopause, and reproductive health (Mordor Intelligence, 2025).

Environmental sustainability and the research of natural ingredients and traceable constitute a third major cross-cutting trend that is reshaping the supply chains of the sector. The growing demand for 'clean label' products (clean labelis transforming the strategies of sourcing of ingredients, with producers seeking plant-based excipients, natural food colorings, and formulations free of synthetic additives (Mordor Intelligence, 2025). This trend has increased the Partnership between supplement producers and European farmers who cultivate botanical specialties within sustainable and certified organic farming programs (Mordor Intelligence, 2025).

The customization The integration of food supplements represents a fourth frontier destined to characterize the future of the sector (Dongo, 2025b; Di Martino, FAO, 2025). Oriflame Spain introduced in October 2024 a solution of personalized food supplements under the Wellosophy brand, based on the success of the Wellness Pack and offering personalized solutions based on the individual needs of customers derived from questionnaires, genetic tests or microbiome analysis (Mordor Intelligence, 2025). This approach reflects a broader trend towardsprecision medicine and personalized nutrition, where food supplementation no longer follows standardized schemes but is calibrated on the genetic, metabolic characteristics and lifestyle of the individual (Registroaziende.it, 2024).

Perspectives of the Italian market

The Italian market of dietary supplements is preparing to face the coming years maintaining its position as a European leader and consolidating its distinctive qualities of quality, innovation and consumption aware. Projections indicate that the value of the national market will grow from 4.5 billion euros in 2024 to 7.55 billion euros in 2030, with a CAGR of 9% which exceeds the European average and demonstrates the dynamism of the Italian system (Registroaziende.it, 2024). The pharmacy channel will continue to maintain a central role, although its share is expected to gradually shrink in favor of the digital channel, which could reach 12-15% of the total market by 2030, configuring an omnichannel model where the pharmacist maintains their role as a scientific consultant also in online sales (MakingPharmaIndustry, 2025).

Italian companies in the sector show strong attention to the main strategic drivers to maintain competitiveness: 58% have increased exports in recent years, 71% have invested in digitalization and technological innovation, while environmental sustainability represents a growing priority in investment choices (Integratori & Salute, 2024). The research and development is the pillar upon which Italian excellence in the sector is founded: as stated by Germano Scarpa, ‘today Italy is one of the most advanced countries in the world in dietary supplement research, with internationally recognized leadership in product innovation and know-how‘ (Scarpa, 2024). This innovative capacity translates into the continuous launch of new formulations, the use of botanical ingredients from Mediterranean tradition enhanced by contemporary scientific research, and the development of innovative delivery systems that improve the bioavailability of active ingredients.

A relevant aspect of future prospects concerns the potential contribution of dietary supplements to the sustainability of health systems nationally through primary prevention and the reduction of healthcare costs. A previous study conducted by Frost & Sullivan on Food Supplements Europe data showed that the large-scale adoption of Omega-3 could save Europe about 12.9 billion euros in healthcare expenditure, considering a single nutrient (Frost & Sullivan, 2016). As noted by Germano Scarpa, ‘if we extended the discussion to other nutrients, the savings from the use of supplements for public health would be enormous’, configuring supplements as a potential public health policy tool aimed at prevention and prolonging people's healthy lifespan (Scarpa, 2024).

Conclusions

The sector of food supplements has ceased to be a niche sector to become a pillar of modern health, capable of responding to the complexity of psychophysical well-being contemporary. In this scenario, theItaly has not only consolidated the economic leadership with 26% of the European market, but has also been able to provide an authoritative response to the growing need for mental balance, stress management, and active prevention.

The originality of the 'Italian way' lies precisely in the ability to govern this evolution through a protected model:

• results-oriented innovation. An excellent production chain that, among new generation probiotics and research on botanicals, is today able to offer personalized solutions for the challenges of longevity and cognitive performance;

• professionalism and trust. The central role of doctors and pharmacists elevates the supplement from a commercial product to a safeguard for quality of life, ensuring a conscious approach to mental and physical health;

• social sustainability. The awareness that a healthier and psychologically balanced population represents the greatest saving for the national health system.

In conclusion, Italy confirms itself as the cutting-edge laboratory of the European Union. The future challenge will be to lead the transition towards a precision nutrition increasingly integrated into daily life, where digital technology and prevention science converge to ensure not only more years to life, but more life and wellness to years.

Dario Dongo

Photo by ready made

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