Thirty million people, or one in two Italians, use dietary supplements: vitamins, minerals, probiotics. The sector generates more than 4 billion euros in sales and employs more than 51 thousand people, almost half of whom are women. The numbers are encapsulated in research that found that in Europe, Italy has the largest market share at 25%, followed by Germany at 19%. Among the preferred purchasing channels are pharmacies and parapharmacies where about 80% of products are purchased. Dietary supplements is an industry where there is a strong attitude toward innovation and investment. 86% of companies have a research unit, 8 out of 10 companies have collaborations with universities or academic institutes. Looking ahead, companies say investments will be increasingly geared toward identifying new formulations (84%), digitizing business processes (68%), and training staff (62%), with expanding distribution (48%) also receiving significant focus.