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