Last year, more than 35 million Italians used supplements; one-third take them on a monthly basis, and 78% believe they have helped their health. This business is worth more than €5 billion in Italy alone, with 318 million packages supplied each year. The most popular supplements are those for immunological protection (37%) and physical energy (39%). Pharmacies are the most common purchasing channel (61%), followed by internet, which outperforms supermarkets at 21.5%. Doctors and pharmacists provide advice on which supplements to take to 65% of individuals who seek it, while 34% recommend themselves. Digital media are increasingly crucial in raising awareness of these supplements. Only 15% of Italians have never used them.