A survey conducted in Italy in 2024, showed that younger consumers, particularly Gen Z and Millennials (Gen Y), are the most engaged in online shopping of health and personal care products. Beauty specialists are the most popular choice for Gen Z at around 44 percent, while pure players and pharmacies maintain strong shares across other generations. Older shoppers, such as Gen X and Baby Boomers, show a greater reliance on pharmacies compared to the younger ones.
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Distribution of e-shoppers of health and personal care products in Italy in 2024, by generation and merchant type
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Noiza. (February 12, 2025). Distribution of e-shoppers of health and personal care products in Italy in 2024, by generation and merchant type [Graph]. In Statista. Retrieved July 05, 2025, from https://www.statista.com/statistics/1608312/italy-online-health-and-personalcare-shopping-by-generation/
Noiza. "Distribution of e-shoppers of health and personal care products in Italy in 2024, by generation and merchant type." Chart. February 12, 2025. Statista. Accessed July 05, 2025. https://www.statista.com/statistics/1608312/italy-online-health-and-personalcare-shopping-by-generation/
Noiza. (2025). Distribution of e-shoppers of health and personal care products in Italy in 2024, by generation and merchant type. Statista. Statista Inc.. Accessed: July 05, 2025. https://www.statista.com/statistics/1608312/italy-online-health-and-personalcare-shopping-by-generation/
Noiza. "Distribution of E-shoppers of Health and Personal Care Products in Italy in 2024, by Generation and Merchant Type." Statista, Statista Inc., 12 Feb 2025, https://www.statista.com/statistics/1608312/italy-online-health-and-personalcare-shopping-by-generation/
Noiza, Distribution of e-shoppers of health and personal care products in Italy in 2024, by generation and merchant type Statista, https://www.statista.com/statistics/1608312/italy-online-health-and-personalcare-shopping-by-generation/ (last visited July 05, 2025)
Distribution of e-shoppers of health and personal care products in Italy in 2024, by generation and merchant type [Graph], Noiza, February 12, 2025. [Online]. Available: https://www.statista.com/statistics/1608312/italy-online-health-and-personalcare-shopping-by-generation/
