Dietary Supplements in Germany

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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