Unlike results in vitamins, the outbreak of COVID-19 is not expected to positively benefit sales of dietary supplements in 2020, and the landscape is set to record a decline in growth. A value decline will be seen for areas apart from fish oils/omega fatty acids and eye health supplements, which will benefit from positive reputations in the country, with fish/oils omega fatty acids being widely available in grocery stores.
In addition to a lack of footfall in shopping centres, consumer scepticism is also continuing to limit the growth of dietary supplements, with a growing number of consumers questioning the efficacy of some products. In addition, the idea that the Norwegian diet is rich enough to deliver all the necessary nutrients needed, is deeply anchored, especially in the countryside, and therefore, this acts as a barrier of growth for dietary supplements.
Orkla Health AS is set to retain its lead of the landscape in 2020, with its offering Møller’s having a long-standing presence on the landscape, with a large portfolio of cod liver oil products within fish oils/omega fatty acids. Due to its popularity and the growth in fish oils/omega fatty acids, Møller’s is set to increase its share in 2020.
With value growth having struggled since 2015, growth in dietary supplements is set to improve across the forecast period, with 2021 predicted to record value growth of 3%. This growth will benefit from consumers feeling confident to visit shopping centres once more, purchasing dietary supplements from specialist retailers, which were avoided during the peak of COVID-19.
Following the outbreak of COVID-19 in the country, some consumers became more interested in the health and wellness trend, keen to remain fit, with a healthy immune system. This is set to positively benefit the health and fitness trend across the forecast period, which will boost sales in dietary supplements.
Sustainability is expected to become a key concern for consumers across the forecast period, specifically when it comes to fish oils. Overfishing and depletion of species are key concerns to consumers, and ss such, suppliers of fish oils are expected to put efforts into showcasing their commitment to an environmentally conscious production.
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Understand the latest market trends and future growth opportunities for the Dietary supplements industry in Norway with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Dietary supplements research and analysis database.
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