Dietary supplements recorded low overall growth in 2019, due to the ongoing maturity of some of the largest categories including fish oils/omega fatty acids, and minerals. However, demand for probiotic supplements and protein supplements continued to record strong volume growth supported by ongoing health trends, with the latter in particular attractive to consumers who follow certain lifestyles such as veganism and look to these products to supplement their protein intake from other sources apart from animals.
Beauty from within appears to be a trend that is gaining traction in Finland, supported by beauty blogs, social media influencers and general media attention that all point to the results that can be obtained by feeding the skin and attaining healthy nails and hair through consuming various dietary supplements. This is boosting demand for supplements such as co-enzyme Q10 as beauty continues to gain ground within positioning, which is a similar trend witnessed in the niche of tonics.
Interest in herbal/traditional dietary supplements is slowing growing with this segment continuing to gain value share from the dominant standard products, leading to stable current value growth. However, due to its natural positioning the category also faces competition from outside of the market as some consumers look to incorporate certain herbs or spices that they perceive to be beneficial to their health through food and beverages, while others look to superfood powders full of antioxidants to add to smoothies.
Dietary supplements continued to be a highly fragmented competitive landscape dominated by local or regional companies, with the overall category being led by domestic player Midsona Finland Oy, followed by Hankintatukku Arno Latvus Oy and Verman Oy Ab. These players managed to maintain or improve their share, specifically targeting Finnish consumers in their marketing, with a focus on the safety aspect of their products.
Modern grocery retailing continued to gain value share of distribution within dietary supplements, having a positive impact on the presence of private label, with both S Group’s Rainbow and Kesko’s Pirkka maintaining highly ranked positions in 2019. Internet retailing also gained strong value share, offering consumers a wide range of products and prices from which to choose.
Minisun from Verman Oy Ab continued to improve its position within dietary supplements with a wide range of products including a respectable position within paediatric vitamins and dietary supplements, while its combination dietary supplements Minisun Super Defence continued to record impressive current value growth. This product targets consumers who want to help support their immune system, particularly through the winter season when they may be more susceptible to colds, with the lozenges comprising zinc, alongside lemon, ginger and honey.
You have no recently viewed reports.
Why not browse through our Featured or Trending Reports to see what we have to offer?
Files are delivered directly into your account within a few minutes of purchase.
Discover the latest market trends and uncover sources of future market growth for the Dietary Supplements industry in Finland 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 Finland, our research will save you time and money while empowering you to make informed, profitable decisions.
The Dietary Supplements in Finland market research report includes:
Our market research reports answer questions such as:
Why buy this report?
This industry report originates from Passport, our Consumer Health market research database.