Italy’s rapidly ageing population — often portrayed as a looming economic burden — is becoming a catalyst for innovation and growth among forward-thinking entrepreneurs. From senior living facilities to healthcare technologies and genetic testing, a new generation of Italian companies is transforming demographic challenges into thriving industries.
A Nation Growing Older
With nearly a quarter of Italy’s 59 million citizens now aged over 65, and just 12 per cent under 14, the country has one of Europe’s oldest populations. Policymakers have long worried about the strain this places on pensions, healthcare, and the labour market.
But a growing number of Italian entrepreneurs are focusing on this very demographic shift, developing products and services tailored to an older population — and seeing rapid returns.
Gruppo Gheron: Building for the Silver Generation
When brothers Sergio and Massimo Bariani opened their first senior-care home near Milan two decades ago, many doubted Italians would leave their homes for communal living. Within months, the 120-bed facility was full.
Today, their company Gruppo Gheron runs 36 modern nursing homes across northern Italy, employing over 1,500 staff and generating €152 million in revenue last year. Seven new facilities — adding another 1,000 beds — are already in development.
“There is a huge demand in Italy for nursing home beds,” says Alessandro Bariani, the group’s CFO and son of one of the founders. “Many elderly Italians are no longer self-sufficient.”
However, Bariani warns that staff shortages and rising labour costs are limiting expansion. Italy has just 21 long-term care beds per 1,000 seniors, compared with 54 in Germany and 47 in France, according to OECD data.
Kolinpharma: Science and Wellness for an Ageing Population
Another success story is Kolinpharma, founded in 2013 by Rita Paola Petrelli. The company specializes in nutraceuticals — food-based supplements made from natural ingredients such as turmeric, saffron, and rye pollen — designed to ease conditions linked to ageing, from joint pain to cognitive decline.
Last year, Kolinpharma reported €19 million in sales, much of it driven by its focus on scientific research and physician partnerships.
“We want our products to genuinely improve wellbeing and quality of life,” says Petrelli. “Ageing is inevitable, but health and vitality can be extended.”
Gallas Group: Redefining Home Care Work
Providing adequate care for the elderly has become one of Italy’s greatest social challenges — especially as more women enter the workforce.
Founded 12 years ago, Gallas Group connects families with certified live-in caregivers and domestic workers, helping to bring transparency to what was once Italy’s informal shadow economy.
Now operating in 50 cities, Gallas manages payroll and legal obligations for 13,000 families, generating €11 million in turnover last year.
“The ‘demographic winter’ is both a challenge and an enormous opportunity,” says Giorgia Gollino, the company’s HR head. “But the main bottleneck today is the shortage of caregivers — especially with strict migration rules.”
Ames Group: Investing in the Beginning of Life
While many businesses focus on ageing, others have found opportunity at the opposite end of Italy’s demographic curve. Ames Group, a Naples-based medical diagnostics firm, provides non-invasive prenatal testing (NIPT) — analyzing fetal DNA to detect genetic disorders early in pregnancy.
From revenues of €2 million a decade ago, Ames has grown to €40 million in 2024, performing around 40,000 tests a year — a significant number in a country that recorded just 370,000 births last year.
“If you only have one baby, you want to be sure this child is healthy,” explains CFO Nello De Rosa. “Low fertility means parents are willing to invest in advanced prenatal care.”
Ames now plans to expand into oncology and other genetic testing fields, anticipating future demand as Italy’s population continues to age.
From Demographic Burden to Economic Engine
While Italy’s demographic shift presents undeniable challenges — from labour shortages to rising healthcare costs — it is also driving new business sectors rooted in longevity, health, and caregiving.
Entrepreneurs like the Bariani brothers, Petrelli, Gollino, and De Rosa are proving that with innovation and strategic adaptation, even a population crisis can become a foundation for growth.
As one executive put it: “Italy’s demographic winter may be cold, but for those who prepare, it’s a season full of opportunity.”
