In the Italian health and wellness panorama, homeopathy is becoming an increasingly important therapeutic choice for Italians. This is confirmed by the recent survey “Scenario and Consumers of Homeopathic Medicines 2025”, carried out by Eumetra for Omeoimprese – the trade association of companies producing and distributing homeopathic and anthroposophic medicines in Italy – which shows that over 18 million Italians (37%) have used homeopathic medicines in the last year.

The survey involved a total of over 1,400 adults over the age of 18: 900 interviews were conducted with a representative sample of the Italian population; an additional 500 interviews were conducted to analyse four specific regions (Lombardy, Veneto, Tuscany and Campania) in more detail. The study analysed the level of awareness and behaviour of Italians towards homeopathic medicines, highlighting their perceptions and health choices.

A growing sector with great potential

According to the study, 98% of the Italian adult population is familiar with homeopathic medicines and 66% have bought them at least once in their life. This figure indicates a positive trend of growing confidence in these products, which are considered by many to be a valid support for health. Among the factors that encourage Italians to choose homeopathy are its naturalness (54%), its safety and lack of side effects (42%) and its ability to strengthen the immune system (33%).

The most common applications

Homeopathy is mainly used to treat the following conditions:

  • flu symptoms,
  • colds and sore throats,
  • insomnia and stress,
  • prevention and strengthening of the immune system,
  • muscle and joint pain,
  • gastrointestinal disorders.

Source: “Scenario and Consumers of Homeopathic Medicines 2025” | Eumetra for Omeoimprese

The central role of doctors and pharmacists

A key element that emerges from the research is the importance of health professionals in guiding patients’ choices. 44% of homeopathy users had received a prescription from their GP or paediatrician, while 52% had bought it on the advice of a pharmacist.
However, 31% of the sample said they would like more information about homeopathic medicines, a figure that rises to 49% among those who had used them in the last six months.
According to the respondents, in 54% of cases, the general practitioner is the most appropriate health professional to provide this information; 40% recognise the role of the doctor specialised in homeopathy, 34% that of the specialist and 39% that of the pharmacist.
The need for patients to receive more information on homeopathic medicines is also linked to the lack of therapeutic indications on the packaging and in the package leaflet: this anomaly, which affects Italy more than any other European country, has already been raised by the companies in the sector represented by Omeoimprese in their dialogue with the Italian institutions.

Who chooses homeopathy? The user profile

The survey also provides a clear profile of the homeopathic user: the main consumers of homeopathic medicines are aged between 35 and 55 (72%), live mainly in North-East and Central Italy, with a peak in Tuscany (75%), and have children (71%), showing that homeopathy is often a choice that involves the well-being of the whole family unit. It is a more feminine than masculine target (60% vs 40%) across all age groups and geographical areas, indicating a high level of satisfaction with its use both individually and for family members.

Pharmacy and digital: the channels of purchase

Although digitalisation has also had a significant impact on the pharmaceutical sector, 92% of shoppers continue to prefer the physical channel of local pharmacies and parapharmacies for their purchases, demonstrating the need for direct contact with healthcare professionals and the value of competent advice over the counter for this type of pharmacy. However, online sales are on the rise: 21% of users have made at least one purchase on the internet, although exclusive online buyers are still a minority (6%) and are not replacing those who prefer a direct relationship with the pharmacist.

The future of homeopathy in Italy

One of the most interesting aspects to emerge from the survey concerns the growth potential of the sector: 35% of those who have never bought homeopathic medicines say they are in favour of using them.

The existence of a pool of potential users who have never taken homeopathic medicines, but who are inclined to do so, is certainly an interesting data point that shows that the homeopathic market can have significant growth margins,” stresses Silvia Nencioni, President of Omeoimprese. “In order to ensure that more and more Italians approach this approach to health with satisfaction and confidence, we as an association will continue to support the training and dissemination of knowledge about homeopathy among health professionals, a fundamental point of reference for making patients aware and informed about this therapeutic option.

With growing demand and a market still full of opportunities, the future of homeopathy in Italy looks promising.