Executive Summary

Oct 2019
PROSPECTS
New concepts and novelties sustain momentum in dietary supplements

Dietary supplements remains the most valuable and innovative category in consumer health in Belgium, although value growth is slow in 2019. New concepts and genuine novelties tend to be more numerous in dietary supplements than in other categories.

Certain types rise and fall in line with fads and greater scrutiny

The modest growth trajectory in the category is informed by changing perceptions of certain popular dietary supplements. Many dietary supplements that enjoyed success earlier in the review period are perceived to be less effective, while some benefits and claims are being questioned.

Previously unfashionable or latent types emerge as growth drivers in 2019

Lifecycles are shortening for certain products and in terms of positioning. In 2019, many of the main growth drivers were less trendy or unfashionable or negligible/absent earlier in the review period.

COMPETITIVE LANDSCAPE
Less ethical players vary their responses to EFSA to gain a competitive edge

While some companies are less scrupulous about respecting rules and making credible claims, others active in both OTC and Rx, such as Merck Consumer Healthcare and Madaus Pharma, adhere closely to EFSA (European Food Safety Authority) and national rules and regulations. They do not publish or make use of claims and medical surveys at the B2C or B2B level on substances the EFSA finds questionable.

Focus on mature/saturated types undermines performance

In a highly fragmented competitive landscape, some historic players continue to lose ground, partly due to their focus on mature/saturated types. For instance, the leading player Merck Consumer Healthcare Belgium is seeing a further drop in overall value share in dietary supplements in 2019.

Smaller players adapt faster to changing market conditions to emerge

“Younger”, smaller (often medium-sized enterprises) and sometimes local operators are often quicker to respond to market changes, detect new trends/fads and adapt to local demand due to their greater flexibility and narrower portfolios. For example, Neocare has taken off through Serelys and Protectis in combination dietary supplements and probiotic supplements, respectively.

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Dietary Supplements in Belgium

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Overview

Discover the latest market trends and uncover sources of future market growth for the Dietary Supplements industry in Belgium with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Dietary Supplements industry in Belgium, our research will save you time and money while empowering you to make informed, profitable decisions.

The Dietary Supplements in Belgium market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Dietary Supplements in Belgium?
  • What are the major brands in Belgium?
  • Are combination products with acetaminophen still popular?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Health market research database.

Dietary Supplements in Belgium - Category analysis

HEADLINES

PROSPECTS

New concepts and novelties sustain momentum in dietary supplements
Certain types rise and fall in line with fads and greater scrutiny
Previously unfashionable or latent types emerge as growth drivers in 2019

COMPETITIVE LANDSCAPE

Less ethical players vary their responses to EFSA to gain a competitive edge
Focus on mature/saturated types undermines performance
Smaller players adapt faster to changing market conditions to emerge

CATEGORY DATA

Table 1 Sales of Dietary Supplements by Category: Value 2014-2019
Table 2 Sales of Dietary Supplements by Category: % Value Growth 2014-2019
Table 3 Sales of Dietary Supplements by Positioning: % Value 2014-2019
Table 4 NBO Company Shares of Dietary Supplements: % Value 2015-2019
Table 5 LBN Brand Shares of Dietary Supplements: % Value 2016-2019
Table 6 Forecast Sales of Dietary Supplements by Category: Value 2019-2024
Table 7 Forecast Sales of Dietary Supplements by Category: % Value Growth 2019-2024

Consumer Health in Belgium - Industry Overview

EXECUTIVE SUMMARY

Lifestyles and milder climate inform the variable performance of consumer health
Herbal and more natural options gain ground on previous growth drivers
Flexible approach sees local and smaller foreign players pressure ethical multinationals
Progressive de-regulation leaves room for wider distribution
Signs of dynamism set to push value growth despite legislative restrictions

MARKET INDICATORS

Table 8 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 9 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 10 Sales of Consumer Health by Category: Value 2014-2019
Table 11 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 13 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 14 Penetration of Private Label in Consumer Health by Category: % Value 2014-2019
Table 15 Distribution of Consumer Health by Format: % Value 2014-2019
Table 16 Distribution of Consumer Health by Format and Category: % Value 2019
Table 17 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 18 Forecast Sales of Consumer Health by Category: % Value Growth 2019-2024

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches

DEFINITIONS

SOURCES

Summary 1 Research Sources