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Between 2009 and 2020, the market of food supplements in Europe became increasingly dominated by Italy. In fact, in 2009 the Mediterranean country accounted for almost ** percent of the total European market of food supplements, while by 2020 this figure had increased to ** percent.

Market value

The market value of food supplements in Italy showed a constant growth between 2009 and 2020, when it reached almost *** billion euros. In 2020, the total value of the food supplement sector in Europe amounted to **** billion euros. The biggest year-on-year market value change was in 2009 and 2017 with a Y-o-Y growth close to ** percent.

Sales channels

In 2020, the most common sales channel for food supplements in Italy were pharmacies, with almost ** percent of sales happening there. Drugstores and large-scale retail accounted for percent, and on-line retail only for **** percent. Most revenues generated by pharmacies selling health supplements came from vitamins and minerals, followed by bowel wellness products.