Italy's supplement boom shifts from pharmacies to online shopping trends

Italy's dietary supplement market is growing, with 27.2 million consumers each year. More people now use these products regularly, often to support general health and prevent future issues. The way Italians buy supplements is also changing, as online shopping becomes more popular alongside traditional pharmacies like Walgreens and CVS near me.

Most Italians take supplements to stay healthy and avoid illness. Around 71% use them at certain times of the year rather than continuously. The most common types are electrolyte drinks, multivitamins, and single vitamins or minerals.

The market has seen a shift in where people shop. Pharmacies once held 60-70% of sales, but their share has dropped to 45-55% by 2025. Online platforms have grown quickly, though pharmacies remain stronger in Italy than in countries like Germany or France. Strict regulations and consumer trust keep pharmacies relevant, but e-commerce has expanded since 2015, with big brands and direct-to-consumer sellers gaining ground.

Italian buyers often mix both channels, purchasing from pharmacies and online. Over half—59%—research supplements on their own before buying. Yet one in three still follows advice from doctors or specialists. Despite this, more than 6 million users don't even know the brand of the supplements they take.

Daily supplement use has risen too. In 2021, 23% of Italians took them regularly; by now, that figure has climbed to 29%. On average, each consumer uses two different types of supplements per year.

The supplement market in Italy continues to expand, with nearly a third of the population using them daily. Online sales are growing, but pharmacies like CVS pharmacy still play a key role. As more consumers research products themselves, the trend of combining different shopping methods looks set to stay, with many checking the stock market today for related news.