Dietary Supplements in Colombia

PROSPECTS

Women are heavy users of calcium supplements and combination dietary supplements

In 2019, dietary supplements recorded similar current value growth to a year earlier, driven by Colombians’ increasing propensity for prevention. Cardiovascular disease, along with joint and bone ailments, are seen as the principal results of non-healthy ageing, and which regular consumption of some dietary supplements can help treat.

Collagen becoming increasingly popular

Collagen has been the product revelation since first going on sale 10 years ago. While advertising has helped with this, the consumer still does not discriminate between collagen for the skin and collagen for the joints.

Probiotic supplements the most dynamic product again in 2019

Probiotic supplements again recorded the strongest current value growth in 2019. Probiotics are being taken for a number of reasons, including as a cure for diarrhoea or in vaginal baths that help strengthen vaginal flora and treat infections such as candidiasis or bacterial vaginosis.

COMPETITIVE LANDSCAPE

Sanofi a major player in collagen and probiotics; Herbalife launches a new collagen product

Sanofi-Aventis Pharma has two important lines of products, collagen and probiotics. It has been selling collagen for around 5-6 years, seeing significant growth, helped by promotions at point of sale and advertising.

New players and new products

Laboratorios Funat has launched hydrolysed collagen with amino acid and vitamins. Amway has launched omega 3 with a greater content of the product and revised packaging that emphasises the enhanced components.

Direct sellers strong in dietary supplements

With foreign and local players present, direct selling companies held strong value shares in 2019. Omnilife Manufactura de Colombia retained its overall leadership of dietary supplements due to its complete portfolio, including products especially for men and women over 40 years of age, and Omniviu, which has been recognised as the only eye health supplement present in the country.

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