Consumer scepticism is limiting the growth of dietary supplements, with growing numbers of consumers questioning the efficacy of some products. Nevertheless, overall growth continued to be positively impacted by the ongoing popularity of fish oils/omega fatty acids and mineral supplements, which are the biggest categories within dietary supplements.
Sustainability expected to become more important for consumers of fish oils. Sustainability is an increasingly wide-ranging consumer concern and overfishing and depletion of species are key concerns to consumers of fish oils.
The health and fitness trend and warmer weather conditions have helped to drive sales of some categories such as mineral supplements and tonics. Indeed, physically active Norwegians often use mineral supplements such as magnesium and tonics which are positioned around fitness.
Orkla remained the clear leader within dietary supplements in 2019. The company has a solid foothold within dietary supplements, with its biggest brand Møller’s having a long-standing presence on the market with it maintaining a large portfolio of cod liver oil products within fish oils/omega fatty acids.
Weifa phased out a number of its vitamins and dietary supplements products in 2019, in an effort to refocus on its OTC products, where the company has a solid foothold in the Norwegian market. The company phased out products including a cranberry and calcium product, in addition to a vitamin C product.
Internet retailing continued to see dynamic growth in 2019 while grocery retailers and vitamins and dietary supplements specialist retailers struggled. Internet retailing is becoming a popular channel for dietary supplements among Norwegian consumers, especially younger consumers.
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Discover the latest market trends and uncover sources of future market growth for the Dietary Supplements industry in Norway with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport, our Consumer Health market research database.