Dietary Supplements in Guatemala

PROSPECTS

Combination dietary supplements are most in demand

Dietary supplements include herbal/traditional products, such as echinacea, evening primrose oil, ginseng, flaxseed/linseed and garlic, and non-herbal products like co-enzyme Q10, fish oils/omega fatty acids, glucosamine, minerals, protein supplements, probiotic supplements and lecithin. In 2018, combination products were most in demand.

Segmentation is a key strategy in dietary supplements

Segmentation is a key strategy for manufacturers of dietary supplements. The strategy makes it easier for consumers to find the product with the desired benefit, rather than having to scour the ingredients on packages.

Consumers move from treatment to prevention

The positive forecast for dietary supplements is driven mainly by rising consumer awareness of the importance of maintaining health and wellness in order to prevent illnesses, rather than be forced treat ailments with prescribed or OCT remedies. Consumers will continue to seek preventive solutions, which are convenient for hectic lifestyles and combine dietary supplements with healthier diets and exercise.

COMPETITIVE LANDSCAPE

Direct selling companies dominate distribution

Strong and long-established direct selling companies, led by Omnilife, Herbalife and Nature’s Sunshine Products, which offer a wide range of dietary supplements within their portfolios, dominate the competitive environment. These companies rely on affordable prices and well-developed distribution networks of direct sellers, who have strong incentives to sell their brands.

GNC Guatemala uses its retail arm and marketing to push sales

GNC Guatemala remained a key player in dietary supplements in retail value share terms in 2018. GNC is a strong brand that is constantly supported by marketing campaigns, the sponsorship of sporting events and free consultations to consumers.

Detox enters the fray

Donovan Werke launched Detox in June 2018. This new dietary supplement helps to eliminate toxins in the liver and stored fat.

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