Dietary Supplements in Mexico

2020 IMPACT

Growth in demand for immune-supporting dietary supplements due to COVID-19

Like vitamins, dietary supplements is expected to see a strong increase in its current value growth rate in 2020, although not to such a dynamic extent. Similarly, the spike in the growth of dietary supplements has been associated with consumers’ desire to strengthen their immune system.

Direct selling and other retailers play an important part in increasing consumption

Direct sellers is expected to continue to play the most important role in the distribution landscape of dietary supplements in 2020. Even though the pandemic encouraged social distancing, ordering and delivery from direct sellers was still possible, and these players also figured out how to continue to propel their businesses though e-commerce, social media and digital launches.

Herbalife maintains its lead but its share drops due to the rising competition

Multinational direct seller Herbalife Internacional is expected to continue to lead dietary supplements in value terms in 2020, with its Herbalife Nutrition, Herbalife Personalised Protein Powder and Herbalife Schizandra Plus brands. However, like second-placed Grupo Omnilife it is expected to see a decline in its value share as consumers turn to smaller brands at cheaper prices due to their desire to save money.

RECOVERY AND OPPORTUNITIES

Slowing growth as consumers become less concerned about immune support

After the expectation of a peak in demand in 2020, in 2021 and throughout the forecast period dietary supplements is expected to see a slowing rate of current value growth. As the COVID-19 pandemic is expected be controlled and eventually eliminated, the level of demand is expected to slow down, with growth rates expected to return to the 2019 pre-COVID-19 level.

Organic products have potential despite higher prices

As is the case with packaged food, consumers in Mexico are showing growing interest in dietary supplements made with natural and organic ingredients. Products that make organic claims or have official organic certifications became more widely available in the country in recent years, including brands such as Orgain Organic Protein and OS Organic Side Organic Spirulina.

Possible opportunities for cannabis-derived dietary supplements

Towards the end of 2018, COFEPRIS, the regulatory arm of Mexico’s Ministry of Health, granted commercialisation licences to a number of companies selling products made with cannabis derivatives. These included dietary supplements containing less than 1% THC, the main psychoactive constituent of cannabis.