The healthy food market - Italy (2024)

1.2 The global market

By ****, the global health food market is estimated at $***.* billion. Increasing consumer focus on adopting nutritionally balanced diets and declining consumption of unhealthy foods lead to estimates of marked growth in the industry in the near future. A compound annual growth rate (***) of *.** percent is projected between **** and ****, under which the global health food market could reach a total value of $***.** billion by the end of the period.

Health food market World, ****-****, in billions of dollars Researchandmarkets

The sports nutrition segment is also expected to see strong growth in the coming years. In ****, the value of the global market is estimated at $**.* billion. Between **** and ****, a compound annual growth rate (***) of *.* percent is projected, with the global market possibly reaching a value of $**.* billion by the end of the period. Sports food market World, ****-****, in billions of dollars Marketresearchcommunity The European segment of the sports nutrition market reached a value of $*.** billion in ****. A compound annual growth rate (***) of *.** percent is projected for ****-****, slightly higher than that estimated for the world market. At the end of the period, the European sports nutrition market is estimated at $*.** billion. Sports nutrition market Europe, ****-****, in billions of dollars Marketresearch

1.3 The Italian market

In ****, the total turnover of the pharmaceutical and food industries engaged in the production of "healthy" foods and supplements is estimated at *.* billion euros. Regarding two of the main categories of healthy food products, rich-in and free-from, there is a growth of ***.* percent and **.* percent between **** and ****, respectively. Specifically, the sales value of rich-in foods (***). Value of sales in the large-scale retail channel for some types of products Italy, ****-****, in billion euros OsservatorioImmagino

In addition, forecasts indicate definite growth in the sports drinks market. In ****, the Italian sports drink and energy drink market reached a total value of $***.* million. A compound annual growth rate (***) of *.* percent is forecast for the period ****-****, under which the market could reach a value of $***.* million at the end of the period.

Sports drinks and energy drinks market Italy, ****-****, in millions of euros Marketresearch

1.4 The consequences of the Russian-Ukrainian conflict

The outbreak of the Russian-Ukrainian conflict in February **** resulted in, among other things, a general increase in the consumer price index.The agribusiness sector appears to be one of the most affected by the consequences of the conflict. Considering the consumer price index for food products, and assuming a similar trend for health foods, it is possible to show an increase of **.* points between January **** and November ****. This means that over a **-month period, consumer prices increased by **.* percent. Compared to ****, the increase stands at **.* percent.

Consumer price index for food products Italy, ****-****, base ****=*** Istat

Generally, the increase in consumer prices is a natural consequence of the increase in production costs. In relation to the food industry sector, between January **** and November ****, the producer price index for the food industry increased by **.* points, equivalent to increase in production costs by **.* percent in ** months. However, it is possible to show a stability of the index from June ****, with values fluctuating between ***.* and ***.* points. Compared to ****, production costs have increased by **.* percent. Producer price index for the food industry Italy, ****-****, base ****=*** Istat

2.1 Demand in Italy

to analyze the demand in Italy for healthy foods dedicated to the diet of sportsmen and women, variations in the purchase of certain products are considered. In particular, changes in spending on sports nutrition, certain unhealthy foods, and certain categories of health foods are considered.

Considering the top * categories of food products with the highest growth rate in value over the ****/**** two-year period, products dedicated to sports nutrition grew ***.*% over the period.

Top * food products by value growth in the shopping cart of Italian consumers in the ****/**** biennium Italy, ****, % TheEuropeanHouseAmbrosetti Considering Italian households' spending on the purchase of unhealthy products, and specifically oils and fats and sugar, jams, honey, chocolate, and confectionery, a negative trend can be shown. Between **** and ****, average monthly spending on oils and fats shows a decline of **.* percent, from **.** euros per month to **.** euros per month. Spending on products with high sugar content is also shrinking. Between **** and ****, average household spending on this category of products decreased by *.* percent, from **.** euros per month to **.** euros per month.

Average monthly household expenditure for some types of non-diet products Italy, ****-****, in euros Istat

Finally, again in the two-year period ****/****, it is possible to show sustained growth in both ...

2.2 Demand drivers

For the analysis of the drivers of demand for healthy food products suitable for athletes' diets, the Italians' approach to health, the percentage of Italians who practice sports continuously, and the main sources consulted by consumers to obtain information about a healthy lifestyle are considered.

First of all, considering Italians' approach to health in ****, it is possible to highlight that almost half of the population (***).

Italians' approach to health Italy, ****, in % Swg

Trends in the share of the population that plays sports continuously is one of the main factors that can drive the demand for health foods. Between **** and ****, the share of the population that continuously plays sports is growing by *.* percent, from **.* percent to **.* percent of the total. The trend is positive throughout the entire period, with the exception of ****, when the number of sportsmen and women dropped by *.* percent compared to ****. However, in **** the data show a recovery, with an increase of *.*% over the previous year. Evolution of the population over the age of * who participate in sports continuously Italy, ****-****, in % Istat Finally, analyzing the main sources consulted by Italians for obtaining information about adopting a healthier lifestyle, in **** experts in the field and consulting websites represent the ...

2.3 Geographical distribution of demand

In order to visualize the geographic distribution of demand, a map was created with the share of individuals who continuously participate in sports in each Italian macro-region compared to the national total.

As shown in the map below, the Northwest collects the highest share of sportsmen and women in the peninsula, accounting for **.* percent of the national total. This is followed by the Northeast and the Center, where **.* percent and **.* percent of the total number of Italian sportsmen are concentrated, respectively. Finally, the South and Islands together collect about * in * sportsmen, **.* percent and *.* percent, respectively. The distribution just presented thus shows a profound dissimilarity between the different macroregions: in the North of the country more than ** percent of the total number of sportsmen and sportswomen is concentrated (***)

2.4 New demand trends

the consumption of plant-based proteins is on the rise, driven by a combination of health, environmental, animal ethics, product innovation, dietary and cultural trends. Many people choose these proteins for their health benefits, such as being lighter on the digestive system and potentially reducing cholesterol. The environmental impact of raising livestock, in terms of land use, water consumption and greenhouse gas emissions, is another significant motivation, as plant-based proteins are considered more sustainable. Ethical issues regarding animal welfare are also driving consumers toward animal-free alternatives.

Plant-based protein market World, ****-****, in billions of dollars Marketdataforecast

3.1 The main manufacturers

The following is a list of the main manufacturers active in the Italian market:

Bulk: initially launched as BULK POWDERS™ in ****, is a company that has quickly established itself in the sports nutrition supplement industry. Operating primarily online, the company is based in Colchester, UK, and is committed to offering a wide range of high-quality nutritional supplements at competitive prices. Bulk™ distinguishes itself by directly manufacturing most of its products, ensuring low prices and high quality. Their business philosophy focuses on providing quality products without compromise, at affordable prices and with a wide range of options to meet different nutritional needs.

Enervit s.p.a: founded in **** by Paolo Sorbini, is a leading Italian company in the sports food supplement and functional nutrition market. The company has a long history of innovation and collaboration with top athletes. Over the years, Enervit has developed a wide range of products to support athletic performance and overall well-being, focusing on research and development of new nutritional solutions.

Nutrition&Santè s.p.a: founded in ****, is a company specializing in the production of functional foods and nutritional solutions for the well-being of body and mind. They are committed to innovating and anticipating food trends, focusing ...

3.2 The value chain

The research and development stage is one of the main steps in the value chain. This phase is composed of additional subphases, which include:

Analysis of the nutritional needs of athletes Scientific study of specific needs: conducting in-depth research on the impacts of exercise on the human body, focusing on how various nutrients affect athletes' performance, recovery, and overall health. This includes analyzing how factors such as training intensity, type of sport, age, gender, health conditions, and lifestyle affect nutritional needs. Collaborations with industry experts: establishing collaborations with sports nutritionists, exercise physiologists, and professional athletes to gain practical and realistic insights into nutritional needs.

Innovation in product formulation Development of balanced and targeted formulas: create formulations that balance macro- and micronutrients (***). Incorporation of innovative and functional ingredients: exploring the use of new ingredients or superfoods that may offer additional benefits, such as antioxidants, branched-chain amino acids, probiotics, etc.

Clinical and experimental testing Scientific validation of products: conduct clinical trials to validate the efficacy and safety of products, monitoring parameters such as improved sports performance, recovery time, impacts on metabolism and overall health. Continuous feedback from athletes: use real-time feedback from athletes using the products in real training and competition conditions to ...

4.1 Type of the offer

Dietary food products for athletes are designed to support the specific nutritional needs of those who regularly engage in physical activity, whether at the amateur or professional level. These products are developed to optimize performance, accelerate muscle recovery, increase energy during exercise, and improve overall health. They are particularly useful in sports that require endurance, strength, or speed, and are also used to support specific fitness goals, such as gaining muscle mass or losing weight. The composition of these foods is carefully balanced to provide an optimal mix of macro- and micronutrients. They can be classified into several categories, each focusing on different aspects of performance and recovery. Below is an in-depth discussion of the main types:

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4.2 The prices

The following is a proposed list of prices for some types of products on the market:

Bars

Powders

Preparations

4.3 New supply trends

Food personalization technology, which leverages algorithms and artificial intelligence, represents a significant advance in the production of diet foods for athletes. This technology relies on a detailed analysis of consumers' eating habits, lifestyle and health status to create a personalized diet plan. Key benefits include:

Data-driven personalization: using specific data collected from consumers, the technology is able to develop diets that meet individual nutritional needs. This can include consideration of food allergies, fitness goals, taste preferences, and specific dietary requirements. Management of health conditions: this technology is particularly useful for individuals with health conditions that require a specialized diet, such as diabetes. The ability to precisely monitor and adapt diet helps to better manage these conditions. Artificial intelligence and algorithms: the use of artificial intelligence allows large amounts of data to be analyzed efficiently, providing personalized dietary recommendations that are difficult to replicate manually. Benefits for athletes: for athletes and physically active people, an optimized diet can improve performance, post-workout recovery, and overall health management. This type of customization ensures that their specific nutritional needs are met.

(***)

In ****, the global market for artificial intelligence in the agribusiness is estimated at $*.* billion. Between **** and ****, a compound annual growth rate (***) of **.* percent ...

5.1 The legislation

The following are some of the main legislative issues related to the sports nutrition market:

Regulation (***) No. ***/****: concerning the addition of vitamins and minerals and certain other substances to foods. Regulation (***) ****/****: concerning the provision of food information to consumers. Regulation (***) ****/***: on food hygiene with regard to food allergen management, food redistribution and food safety culture. Regulation (***) No. ***/****: laying down the general principles and requirements of food law, establishing the European Food Safety Authority and laying down procedures in the field of food safety. Regulation (***) No ***/****: on the hygiene of foodstuffs. Regulation (***) ****/****: on nutrition and health claims made on food. Law No. *** of December **, ****: regulating the health protection of sports activities and the fight against doping

6.1 Segmentation

• Nutrition & Sante' Italia s.p.a
• +Watt
• Enervit s.p.a
• ProAction
• Bulk (Sport Supplements LTD)
• Namedsport s.r.l