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In 2019, survey respondents in Italy stated that they spent an annual average of British pounds on health and fitness products and services. Italian respondents led their counterparts from France and Germany in expenditures. The biggest part of the spending was made up by supplements followed by gym memberships. Italians spent the most on personal trainers and gym memberships.

Supplement spending

Italian consumers spent the most on high protein food and snacks, while French consumers had the highest overall per-capita spending in Europe. Protein shakes and organic supplements were the leading categories for spending in France. Danish used more money on vegan supplements compared to all categories that were led by either French or Italian consumers.

UK market

Compared to its continental neighbors, the health and fitness enthusiasts in the United Kingdom spent almost *** pounds less than Italian consumers and almost *** pounds less than French consumers. Spending on supplements was also lower than in * other European countries. London, Wales and the West Midlands saw the highest per capita spending on supplements. While some spent hundreds on supplements over half of the UK population never consumes any protein bars. A dedicated few even eat protein bars every day.