DoveConviene: Italians are very attentive to their health kit ahead of their holidays

According to a new survey by Shopping Observatory DoveConviene, Italians pay close attention to the contents of their health kit when preparing for their summer holidays.

A prevention-oriented consumer

The survey highlights that the main purchase driver is prevention: 68% of Italians purchase health products before setting off so they feel prepared to deal with any eventual unforeseen circumstances. This is a significantly higher proportion than those who act based on negative experiences encountered on previous holidays (8%).

Health is not considered merely an individual necessity: in 72% of cases, the kit is prepared for the entire family or travel group, expanding the number of categories involved and the potential shopping basket. Confirming this approach, more than one third of Italians (34%) say they take at least six products on holiday, including medicines, supplements and first-aid items.

Purchases concentrated in the weeks before departure

The holiday preparation phase creates a particularly well-defined purchasing window. 30% of Italians make their purchases one or two weeks before departure, while a further 29% focus on the final days available.

This behaviour shows that the weeks immediately preceding the holidays represent a particularly important period for retailers, pharmacies and businesses operating in the health sector.

The pharmacy remains the reference channel

The pharmacy is confirmed as the main point of reference for purchases related to the pre-holiday health kit, chosen by 73% of Italians. This is followed by supermarkets and hypermarkets (29%) and pharmacies (25%), reflecting an increasingly diverse distribution ecosystem in which consumers combine different channels according to their needs.

The factors that most influence the choice of retailer are offers and promotions (46%), followed by the proximity and convenience of the retailer (33%) and the habit of always shopping in the same place (25%). Advice from pharmacists and specialised staff nevertheless continues to play a significant role for more than one in five consumers (22%).

A basket worth

Preparing the health kit represents a significant expense in Italians’ pre-holiday budget. 38% say they spend between 21 and 40 euros, while 27% spend more than 40 euros. Overall, almost two in three Italians (65%) invest more than 20 euros in health and wellbeing products before departure, confirming the strategic value of the summer season for retailers and companies in the sector.

Overall, the data highlights how holiday preparation represents a particularly important moment for the health sector. The high propensity to purchase, the central role of prevention in consumer decisions and the decisive influence of offers and promotions when choosing a retailer confirm the strategic importance of the weeks preceding departure. For retailers, pharmacies and brands in the sector, this is a privileged window in which to capture demand and support purchasing decisions at the moment of greatest relevance.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.