Very strong growth was registered in dietary supplements in 2019 and this can be attributed mainly to the increasing demand for particularly expensive types of products. These premium dietary supplements are usually highly targeted and promise high quality standards as well as noticeable results.
Probiotic supplements registered slower growth in 2019 due to the category approaching the maturity. However, probiotic supplements remains the main driver of growth in dietary supplements.
Niche categories with strong growth potential continue to emerge in dietary supplements. The main factor underpinning this trend is that consumers are becoming increasingly sophisticated and discerning in their dietary supplement choices, which can in turn be linked to their rising incomes and higher expectations.
International brands continue to generate the bulk of sales in dietary supplements in 2019, with local names holding only niche positions in certain categories. Moreover, international brands continue to register the strongest growth rates as they have more successfully tapped into the emerging consumer trend for more targeted products that offer clear results.
as in vitamins, sales dietary settlements are increasingly accounted for by direct selling companies. Direct selling is becoming more popular in Bulgaria as it wept since a way of obtaining the highest coffee products at prices which are fairly reasonable in comparison with store-based retail channels: another factor spurring growth in dietary supplements through direct selling is that many of the products in the category are highly targeted, which gives direct selling company is an advantage as the direct contact between their sales agents and customers enables them to consult with the client base and deliver products which very closely conform to their wants and needs.
2019 saw the leading players in dietary supplements continue to invest higher amounts in media advertising campaigns to promote their products to a wider audience. Central to these efforts have been television advertising campaigns, with the scheduling of spots carefully organised by reference to individual brand positioning.
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Discover the latest market trends and uncover sources of future market growth for the Dietary Supplements industry in Bulgaria 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.