Executive Summary

Oct 2019
PROSPECTS
Growing health awareness supports sales of dietary supplements

In 2019 and over the forecast period, sales of dietary supplements continue to benefit from the growing health awareness of German consumers. Due to increasingly busy lifestyles, many consumers have realised that they may not always be able to eat healthily and thus get all the nutrients they need from food, thus opting for dietary supplements in order to enhance their health and wellbeing.

Demand for ecological and ethical products provides positive impact

Another significant trend that is influencing the growth of dietary supplements in 2019 and over the forecast period is that for products that are vegan/vegetarian and carry the seal of approval of the European Vegetarian Union. Over the last couple of years the number of dietary supplements with this seal of approval has been increasing, and with the growing health, ecological and ethical awareness of Germans, demand for vegan products is anticipated to only increase further.

Ageing of the population fuels demand for specific dietary supplements

By 2024, in Germany there will be over 19 million people aged 65+, over a million more than in 2019. With quite a large number of Germans using dietary supplements regularly and the fact that the usage of these is positively correlated with age, demand for dietary supplements is grew healthily in 2019, and likewise is expected over the forecast period due to the expansion of the consumer base.

COMPETITIVE LANDSCAPE
MCM Klosterfrau remains the leading brand manufacturer

In 2019, MCM Klosterfrau Vertriebsgesellschaft remained the leading brand manufacturer in dietary supplements and continued to steadily increase its value share. The company benefits in particular from the strong presence of its Ameu, Kwai and Taxofit brands in the marketplace.

Private label continues to command the strongest share of sales

In 2019, private label continued to account for the highest share of value sales in dietary supplements. As a result of rising health awareness, drugstores and discounters have significantly increased their product ranges, offering lower-priced alternatives to branded offerings.

Medium-sized and local players more reactive

Dietary supplements competitive landscape is fragmented due to the wide range of products available. Both multinational and local companies have good presence in the German market in 2019.

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Dietary Supplements in Germany

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Overview

Discover the latest market trends and uncover sources of future market growth for the Dietary Supplements industry in Germany 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 Germany, our research will save you time and money while empowering you to make informed, profitable decisions.

The Dietary Supplements in Germany market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Dietary Supplements in Germany?
  • What are the major brands in Germany?
  • Are combination products with acetaminophen still popular?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Health market research database.

Dietary Supplements in Germany - Category analysis

HEADLINES

PROSPECTS

Growing health awareness supports sales of dietary supplements
Demand for ecological and ethical products provides positive impact
Ageing of the population fuels demand for specific dietary supplements

COMPETITIVE LANDSCAPE

MCM Klosterfrau remains the leading brand manufacturer
Private label continues to command the strongest share of sales
Medium-sized and local players more reactive

CATEGORY DATA

Table 1 Sales of Dietary Supplements by Category: Value 2014-2019
Table 2 Sales of Dietary Supplements by Category: % Value Growth 2014-2019
Table 3 Sales of Dietary Supplements by Positioning: % Value 2014-2019
Table 4 NBO Company Shares of Dietary Supplements: % Value 2015-2019
Table 5 LBN Brand Shares of Dietary Supplements: % Value 2016-2019
Table 6 Forecast Sales of Dietary Supplements by Category: Value 2019-2024
Table 7 Forecast Sales of Dietary Supplements by Category: % Value Growth 2019-2024

Consumer Health in Germany - Industry Overview

EXECUTIVE SUMMARY

Good overall performance from consumer health in 2019
Increased emphasis on healthy diet on top of regular exercise
Competitive landscape remains fragmented with many local and global players
Pharmacies remains the biggest channel as e-commerce continues to grow
The future consumer will be older and richer

MARKET INDICATORS

Table 8 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 9 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 10 Sales of Consumer Health by Category: Value 2014-2019
Table 11 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 13 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 14 Penetration of Private Label in Consumer Health by Category: % Value 2014-2019
Table 15 Distribution of Consumer Health by Format: % Value 2014-2019
Table 16 Distribution of Consumer Health by Format and Category: % Value 2019
Table 17 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 18 Forecast Sales of Consumer Health by Category: % Value Growth 2019-2024

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventative medicine
Switches
Summary 1 OTC: Switches 2018-2019

DEFINITIONS

SOURCES

Summary 2 Research Sources