In 2020, similar to vitamins, dietary supplements also witnessed a major increase in demand in 2020, particularly in the case of all-natural proposals and combination products capable of promoting immune health support. While the focus of both herbal and non-herbal proposals towards the end of the review period was typically joint health, detox formulas, digestive enhancers (which often include probiotics), energy boosters and stress/relaxing/sleep formulations, a shift in 2020 is expected to mostly focus on immune support benefits as a result of COVID-19.
The welcomed adoption of a preventative health approach in 2020 during the COVID-19 outbreak in the country has resulted in more local consumers looking for products to boost their immunity. This resulted in a significant demand for dietary supplements marketed as immunity boosters.
Ronav SA remains the leading player in 2020, although GNC Costa Rica poses a growing threat. Ronav’s competitive edge remains based on its capacity for targeting mid- and lower-income consumers through a broad base of independent healthfood shops across the country, where it has good availability, affordable pricing and strong brand awareness.
Over the forecast period, immunity, energy, as well as mood or anxiety claims shall consolidate as the main functional claims gaining momentum. Immunity related positioning especially will continue to set the pace amongst dietary supplements demand over the next forecast period, where mid-income buyers are expected to maintain their proactive interest in adopting the consumption of these products as part of their daily preventive health routines.
Over the forecast period, new development opportunities are anticipated for other types of herbal blends and more innovative and versatile functional herbal supplements, such as CBD extracts. In fact, the anti-inflammatory popularity of CBD enhanced formulations is expected to grow over the forecast period in Costa Rica.
New development opportunities are anticipated for emerging online retailers in the forecast period. The e-commerce channel already experienced growth in 2020, as more consumers enjoyed the ease of online shopping that reduced the risk of person to person contact.
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Understand the latest market trends and future growth opportunities for the Dietary supplements industry in Costa Rica with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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