Italy 2021 Supplements/OTC/Rx Report
The Institute’s research is, study supported, providing current consumer insights with data and analysis, including charts, graphs, and illustrations!
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Since 2005, The Institute’s Global Dietary Supplements/OTC/Rx Consumer Studies are devoted to understanding consumer attitudes and behaviors and their impact on market dynamics!
Natural Marketing Institute is pleased to present its 2021 Italy Supplements/OTC/Rx Report. This comprehensive report analyzes the dietary supplement market from the consumer perspective with 80+ pages of consumer attitudes, behaviors and product usage patterns surrounding dietary supplements, over-the-counter medication and pharmaceuticals.
This comprehensive report also seeks to provide insights into how consumers in Italy are confronting their own health and wellness. In addition, it uncovers the health challenges consumers encounter and how their behaviors and attitudes surrounding supplement usage have transformed, adjusted, and realigned over the past decade in response to the ever-changing and uncertain world.
This research uncovers how consumers integrate this mix of self-care methods into their current lifestyle and reveals the motivations and the challenges they encounter in their pursuit of health. Many factors are driving multiple categories across Italy. For example, aging drives condition specific needs, and increased consumer knowledge and desire for specific product features and benefits drive sustainable, organic, and plant-based options. The need for education and an understanding of the drivers that affect consumer behavior patterns has never been stronger.
The year 2020 introduced a variable into the health landscape which no one could predict. When viewing trends within this report, it is important to note that the current 2020 study was fielded in Quarter 4 of 2020. Therefore, the data collected in 2020, compared to previous years, may reflect changes due to the impact of the COVID-19/Coronavirus pandemic. Many of these changes may be permanent shifts in consumers’ attitudes, some may be temporary.
The overall objectives of the report are to develop unique and specific consumer insight to maximize client learnings and opportunities in terms of attracting new consumers, increasing compliance and developing compelling messaging and communications strategies.
Some of the topics covered in the report:
Top “white space” opportunity areas
The size and demographic composition of supplement user groups
Highly engaged consumer segments in supplement use
Health and wellness composition of various supplement user groups
Condition management across the population
Format preference and important supplement attributes
Psychographic and demographic profile of the health & wellness segments
and much more!
Background and Methodology
Background: In Quarter 4 of 2020, THE INSTITUTE conducted an online quantitative survey to understand Italy attitudes and usage patterns with regard to dietary supplements in order to assist companies with their health and wellness initiatives on a global basis.
Sample size: 1,000 +/- general population respondents
Data collection: Quarter 4, 2020
Report Published: January 2021
Definitions of Consumer Groups within the Report
GP – General Population Adults 18+
Millennials – born 1977-1997 (Ages 23-43)
Young Millennials – born 1991-1997 (Ages 23-29)
Older Millennials – born 1977-1990 (Ages 30-43)
Gen X – born 1965-1976 (Ages 44-55)
Boomers – born 1946-1964 (Ages 56-74)
Matures – born 1900-1945 (Ages 75+)
Understanding The Institute’s consumer segmentation within the Italy general population allows marketers to optimize their target products and messages
The Institute’s Consumer Segmentation
The Institute’s Global Health and Wellness consumer segmentation reveals five well-defined segments with distinctive paths toward health and wellness
This proprietary global health and wellness segmentation, based on more than 40 variables, measures commonalities and differences between five distinct consumer groups using k-means cluster analysis. The comprehensive statistical modeling process used to derive The Institute’s Health and Wellness consumer segmentation is based on the following techniques and methodologies:
- Exploratory and confirmatory factor analysis of nearly 200 measures of consumer attitudes and behaviors regarding health and wellness, organic products, supplements, exercise, and many other topics. The analysis identified more than 25 potential factors.
- The identification of 31 measures from the factor analysis that best represented each of the potential factors and maintained consistency with the previous years’ segmentation solution.
- K-means cluster analysis which examined numerous potential solutions to determine which segmentation model provided the optimal solution, based on the following criteria
- Maximum differentiation between consumer groups
- Maximum homogeneity within each consumer group
- The Institute’s Health and Wellness Segmentation tool has 92% accuracy in predicting segment membership.
The analysis determined that a five-cluster solution was optimal. The five segments listed below are mutually exclusive. Within each segment, the key attitudinal drivers of health and wellness exert unique levels of influence.
For more information, kindly contact Steve French.