Dietary Supplements in Macedonia

PROSPECTS

Dietary supplements benefiting from a growing focus on health and wellbeing

In 2018, the health and wellness trend continued to drive sales of dietary supplements as a growing number of local consumers increasingly purchased these to complement their daily diets. Beauty, ageing, fitness and wellbeing remained major focus areas for a growing number consumers, especially younger generations, which tend to be the most loyal to dietary supplements.

Social media helps to improve consumer knowledge about dietary supplements

Social media in Macedonia is helping to increase the visibility of consumer health products, dietary supplements in particular. Internet penetration in the country is now very strong, with more consumers opening accounts on various social media platforms.

More innovative delivery formats positively impact dietary supplements

The dietary supplements category has benefited from ongoing innovation and new product development, much more so than vitamins. This has resulted in innovative new delivery formats, including powders, chews, transdermal creams, sprays, etc in addition to conventional pills, capsules, tablets, tonics and RTDs.

COMPETITIVE LANDSCAPE

Lek remains the leading player in dietary supplements

In 2018, the Slovenian company Lek continued to lead dietary supplements in Macedonia. This position can be attributed to the strength of its leading brand, the probiotic supplement Linex.

Krüger ranks a close second

Although its share continued to decline slightly in 2018, Krüger maintained its ranking of second in dietary supplements. The company owes its position to the strong penetration and nationwide distribution of its dietary supplement brands Krüger Calcium, Mg Krüger and Fe Krüger.

High level of fragmentation in dietary supplements

Beyond the leading players, dietary supplements remained extremely fragmented, characterised by a large number of smaller players offering low-priced products. Most are international companies, including the two direct sellers CaliVita International and Oriflame Kozmetika, while regional players such as Krka Farma, Jadran Galenski Laboratorij and Medex also have a significant presence, alongside the domestic company Galafarm.