In the Post Pandemic the growth in terms of value was 87% with an average per capita expenditure of € 80, some data presented at Netcomm Focus Digital Health & Pharma 2020.

In Italy, out of a total of about 25 million online shoppers, 16.9 million people in the last 12 months (+ 72%) have bought a Health & Pharma product. A market worth € 1.2 billion (+ 87% compared to 2019).

In 2020, says Roberto Liscia, president of Netcomm, “consumer behavior has changed and digital channels have assumed an important role, in some moments even essential. Pharmaceutical and health products are taking on an increasingly important weight in the basket of digital consumption, so much so that the volumes of online ‘Health & Pharma’ purchases in Italy have doubled. Healthcare, the pharmaceutical system and consumers can undoubtedly benefit from new services, new channels and new digital technologies ”.

The categories that develop the highest purchase value are: vitamins, supplements and enhancers for sports (207 million), optical products (181 million), skin and muscle creams (168 million).

The research also confirmed potential interactions between the physical and digital store. It is clear the interest in being able to integrate increasingly omnichannel services, where physical and digital can interact to offer a better sales experience to consumers. The majority of H&P online shoppers (53.9%) would welcome the offer of a home delivery service, as well as a click & colect service (43.8%) or pickup in a locker (37.7 %). 36.8% would like to book by phone (phone call, sms, whatsapp).