Dietary Supplements in Israel

PROSPECTS

Dietary supplements driven by successive trends

Dietary supplements is a very trendy market, with new "star" supplements rising every few years and encouraging renewed interest. For example, during the past few years there has been a strong curcumin trend, with several companies launching their own curcumin products.

Rising demand for combined DS

There is rising demand for dietary supplements that 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.

Competition from international online retailers

Dietary supplements offered by international online retailers are significantly cheaper than local offerings. Two major companies are dominant in vitamins and dietary supplements and invest often in marketing and advertising, thus typically charging far higher prices than those offered by international online stores.

COMPETITIVE LANDSCAPE

Ambrosia Ltd Solgar Israel remains leader

Ambrosia Ltd Solgar Israel leads dietary supplements thanks to its wide product portfolio, which includes products in almost every subcategory. The company is quick to recognise trends and offering products that address them and thus remains ahead of its competitors.

Altman strengthens thanks to online strategy

Second-strongest player Ta'am-Teva Altman General Partnership has been gaining share thanks to intense marketing efforts as well as increased presence online. Online retailers are becoming more significant, and Altman is available at several local online stores offering competitive prices.

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