Dietary Supplements in Romania

PROSPECTS

Romanians address their health more closely, promoting good sales growth

The excellent growth rates in 2018 and 2019 for dietary supplements were the result of improvements in the economy, which induced a noticeable rise in disposable incomes. Higher incomes led to changes in lifestyle, with people focusing more on their health and wellbeing.

Consumers become more vigilant about specific illness prevention

The last years of the review period witnessed the positioning of brands according to specific health benefits. This movement is expected to continue over the forecast period as consumers pay greater attention to their health in general but are most careful in regard to their specific health problems.

Convenience and cost-savings are a great combination

Combination dietary supplements accounted for more than two fifths of total dietary supplements value sales in 2019 and this share is expected to rise over the forecast period. Combination dietary supplements is a fragmented category offering a broad spectrum of products with varied positioning.

COMPETITIVE LANDSCAPE

Very little difference between the leading players calls for innovation

Dietary supplements is a highly fragmented category and no player was able to generate a double-digit value share in 2019. In addition, very little separates the top six players, any of which has the potential to emerge as the strong category leader in the future.

Terapia has the best of both worlds

Terapia Ranbaxy ranked third in the category in 2019 and was the leading local company due to strong demand for its wide range of dietary supplements across numerous categories. The company represents the products of various international manufacturers and thus it is able to benefit from the international profile of its brands and its understanding of the needs of local consumers.

Intensive advertising pays off for a few

The huge number of products in the category creates strong sales fragmentation. Few brands are visible and enjoy consumer recognition.

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