The sleep aids category in Italy could find an ideal target in the elderly population, which is constantly growing in the country. According to Istat (the Italian National Institute of Statistics) data, the proportion of people over 65 years old in Italy is increasing: it is estimated that in 2023 they will represent 21% of the total population, with a forecast of further growth in the coming years.
The health and wellness trend, which has become deeply ingrained in consumers’ mindsets and behaviours in recent years, is increasingly evolving in the direction of a more preventive and holistic approach to physical and mental wellbeing. The holistic approach and the general increase in approaching health from a preventive rather than a reactive, curative point of view could adversely affect the demand for traditional sleep aids in the forecast period.
During the forecast period, the use of sleep aids will become increasingly normalised, particularly those products based on natural ingredients, which may become part of everyday routines for many consumers, as is already the case with other types of supplements. In addition to established target consumers, such as workers, students and the elderly, we may see a greater segmentation of sleep aids, with products specifically designed to meet the needs of niche markets and specific groups.
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Understand the latest market trends and future growth opportunities for the Sleep Aids industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Sleep Aids industry in Italy, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
These aids include combinations of active ingredients (e.g. diphenhydramine + acetaminophen) and single ingredient (e.g. doxylamine succinate). Herbal remedies made with valerian root, passionflower, and others, are included. This category also tracks melatonin products - a hormone, even if they are classified as a dietary supplement in some countries.
See All of Our DefinitionsThis report originates from Passport, our Sleep Aids research and analysis database.
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