Dietary Supplements in Romania

PROSPECTS

Further positive growth on the cards for dietary supplements

Strong sales growth is expected to be seen in dietary supplements over the forecast period. Among the main reasons for this are high healthcare costs and the increased emphasis on preventative healthcare, which are encouraging consumers to spend more on dietary supplements in order to support good health and avoid the onset of illness.

Combination dietary supplements set to remain the leading category

Combination dietary supplements accounted for at least two-fifths of total dietary supplements value sales in 2018 and this is expected to remain the case throughout the forecast period. Combination dietary supplements is a fragmented category offering a broad spectrum of products with varied positioning.

Positioning likely to become more important for dietary supplements marketing

During the forecast period, dietary supplements manufacturers are likely to focus more on positioning their products as useful for preventing or minimising adverse health outcomes. Among the positions most likely to be taken for specific products are immune system boosting, heart health, bone health, memory function and energy boosting.

COMPETITIVE LANDSCAPE

Terapia Ranbaxy remains the leading name in dietary supplements

Local player Terapia Ranbaxy was able to hold top spot in the category in 2018 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.

Congestion at the top of the rankings

Dietary supplements is a highly-fragmented category and no player was able to generate a double-digit value share in 2018. In addition, very little separates the top six players, any of which has the potential to emerge as the strong category leader in future.

Innovation and new product development likely to be the keys to success

With the competitive environment in the category highly fragmented, the companies and brands present in dietary supplements will need to take steps to stand out from their competitors during the forecast period. As consumers are likely to expand the range of dietary supplements that they consume, it is expected that products will become increasingly targeted towards specific needs such as digestive health, immune system fortification, energy boosting and vitality and bone, heart, liver and skin health.

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