Dietary Supplements in Mexico

PROSPECTS

Superfood trend boosts demand for cranberry products

Cranberry posted the fastest growth in volume and current value sales of any dietary supplements category in 2019, and looks set to remain the most dynamic performer in both respects over the forecast period. The category will continue to expand rapidly as the promotion of cranberry as an antioxidant-rich “superfood” by food and beverage producers strengthens consumer awareness of its health benefits.

Interest in organic dietary supplements grows

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 have become more widely available in the country in recent years, including brands such as Orgain Organic Protein and OS Organic Side Organic Spirulina.

Launch of cannabis-based products expected over the forecast period

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.

COMPETITIVE LANDSCAPE

GNC runs aggressive price-based promotions in 2019

Specialist retail chain GNC, which is represented by Maxiva SA de CV in Mexico, ran an aggressive marketing campaign towards the end of the review period to highlight price reductions on many of its products, including dietary supplements. Run in late 2018 and early 2019 under the slogan “Bajamos los Precios” (“we reduced prices”), this campaign included social media, magazine and billboard advertisements.

Heliocare well placed to benefit from rising awareness of sun exposure risks

One of the more interesting products present in dietary supplements in 2019 was Heliocare. An extension of the sun care brand of the same name, this product combines Polypodium leucotomies with other herbal ingredients, vitamins and minerals.

Warehouse clubs expected to make further gains in distribution

It is expected that warehouse clubs will continue to gain importance as a distribution channel for dietary supplements in Mexico over the forecast period. Leading warehouse clubs operators such as Sam’s Club and Costco are steadily expanding their dietary supplements assortments in an effort to capitalise on rising health-consciousness among consumers.

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