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.
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.
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.
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 They do not publish or make use of claims and medical surveys at the B2C or B2B level on substances the EFSA finds questionable.
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.
“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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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.
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This industry report originates from Passport, our Consumer Health market research database.