Dietary Supplements in Israel

PROSPECTS

Dietary supplements driven by successive trends

Dietary supplements is a highly trend-driven category, with new "star" supplements rising every few years and encouraging renewed interest. For example, during the past few years curcumin was in great demand, with several companies launching their own curcumin products.

Fish oils/omega fatty acids in decline as consumers prefer to eat healthily rather than take dietary supplements

Fish oils/omega fatty acids oils, a strong trend in previous years, are becoming increasingly less popular in Israel. The category witnessed many launches and promotional activities at its peak, but consumers are now trying to gain more of these nutrients through consuming a balanced diet, by including more oily fish, for example, rather than taking pills.

Growing demand for combination dietary supplements

There is growing demand for dietary supplements which combine more than one element, such as combinations of herbal/traditional supplements with minerals or vitamins, and provide several benefits in one product. Examples include cranberry supplements with vitamin C, ginger with vitamins B and C, and curcumin with piperine.

COMPETITIVE LANDSCAPE

Ta'am Teva-Altman General Partnership maintains its lead

Ta'am-Teva Altman General Partnership maintained its lead in dietary supplements in 2019 thanks to intense marketing efforts as well as an increased presence online. Internet retailers are becoming more significant, and the company’s Altman brand is available from several local online stores offering competitive prices.

Ambrosia Ltd Solgar Israel remains in second place despite losing share

Ambrosia Ltd Solgar Israel remained in second place in dietary supplements thanks to its wide product portfolio, which includes products in almost every category. The company is quick to recognise trends and offers relevant products.

Tiv Taam invests in a vitamin and dietary supplements department

The retail chain, Tiv Taam, has announced it will be investing ILS7 million in vitamins and dietary supplements in its retail outlets. The departments will offer vitamins, dietary supplements, gluten-free and sugar-free products and organic products.

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