In 2020, like most consumer health categories in Algeria, dietary supplements is expected to see slower current retail value growth than in the previous year, despite rising prices. Although Algerian consumers have been looking for products to boost their immunity during the COVID-19 outbreak in the country, many people either lost their jobs or had their incomes reduced resulting in slower retail value growth of these products as consumers become increasingly price conscious.
Sales of dietary supplements in Algeria continues to remain lower than sales of vitamins in 2020, which explains the relatively dynamic growth of dietary supplements as the category continues to rise from a much lower base than vitamins. Furthermore, the dietary supplements category is far from reaching maturity and international brands enjoy strong brand recognition as consumers’ awareness of the nature of preventive medicine through the use of dietary supplements to combat various diseases increase.
Thanks to its large brand portfolio, Alpharm Srl maintains its leading position in dietary supplements in 2020. The company imports and distributes several successful international dietary supplement brands such as Elusanes, Formule Naturelle, Abtei and Activ, which enjoy a high level of brand recognition.
After the expectation of slower current value growth for dietary supplements in 2020, a similar slower level of growth is expected to be maintained throughout the forecast period at constant 2020 prices, partly due to its increasing maturity. Indeed, with its low review period value base, the dietary supplements category saw rapid growth, with an acceleration at the start of the review period, decelerating towards the end.
Paediatric dietary supplements were introduced to Algeria during the review period as part of the rapid general development of paediatric consumer health products. Young parents in Algeria are becoming increasingly educated regarding health and wellness issues relating to children and are generally willing and able to buy specific dietary supplements as and when recommended to do so by pharmacists and doctors.
Combination dietary supplements will continue to account for a large share of overall value sales in dietary supplements over the forecast period, only surpassed by non-herbal/traditional dietary supplements. This is mainly because dietary supplements will remain a relatively expensive consumer health category, and consumers generally prefer to purchase combination formulas, which are perceived as offering more benefits than specifically targeted offerings, thus representing greater value for money.
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This report originates from Passport, our Dietary supplements research and analysis database.
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