Dietary Supplements in France

PROSPECTS

Significant growth for dietary supplements

According to a study of Synadiet and OpinionWay, the image of dietary supplements is positive in France as two thirds of the population are convinced of their benefits with half already having purchased some of these products. At the same time, there is growing concern amongst French consumers regarding health issues, especially as the population is ageing.

Innovation is main strategy to gain share over forecast period

L-Theanine, omega fatty acids and ginkgo biloba are suggested to support memory, concentration and clarity. As the demand for cognitive-enhancing drinks grows, either for elderly people or students, these brain stimulating ingredients will be found in a higher number of products, following for example, the success of Neuronade (Think Drink).

COMPETITIVE LANDSCAPE

Probiotic supplements under dispute

Probiotic supplements continued to record fairly strong value growth, led by Laboratoires Biocodex, Pileje Micronutrition and Merck Médication Familiale. Baltex Health & Beauty Group (a pioneer in probiotics in Sweden) and Pileje Micronutrition announced in January 2018, a collaboration to benefit from each other’s expertise and optimise the development of their business.

New innovation within formats

Another challenge is to make certain products accessible to consumers. For example, this is the case for probiotic supplements.

Smaller players are entering

Within dietary supplements, there are more than 50 players, with the main competitors being Laboratoires Arkopharma, Merck Médication Familiale and Pileje Micronutrition. However, some smaller companies are performing well and this leads outsiders to invest in the category.

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