Dietary supplements will see a modest deceleration in value sales growth during 2020, due in part to the impact of COVID-19 on demand, with some consumers cutting back on purchases they regard as non-essential due to heightened economic uncertainty. While demand continues to be supported by the long-term trend towards healthier lifestyles in Serbia, there are unmistakable signs of maturation for some herbal/traditional dietary supplements, such as echinacea and ginkgo biloba.
The most popular positioning for dietary supplements continues to be women’s health, followed by general health and beauty. Both women’s health and beauty will see value share increase during 2020.
CaliVita International remains the leading player in dietary supplements, with a strong reputation among consumers, a broad product portfolio and excellent distribution. The second- and third-ranked players, Natural Wealth Nutrition Corp and Atlantic Grupa dd, will also see their value shares increase during 2020.
A growing number of articles and TV programmes suggest that dietary supplements are not required by consumers and simply represent an unnecessary expense, with a few even suggesting they may actually be harmful to them. Some recent articles have warned consumers of the danger of taking too many calcium and magnesium supplements, for example, while others compared “useful” with “useless” supplements, and a few went so far as to urge consumers to stop “throwing away money” on these products.
Herbal/traditional dietary supplements will continue to underperform their non-herbal/traditional counterparts during the review period in terms of value sales growth. However, combination herbal/traditional dietary supplements will be an exception to this, as consumers perceive them as offering better value for money.
Supermarket chains Idea doo and Delhaize Group SA retreated from private label dietary supplements in 2016, and the share of value sales accounted for by such products is now negligible. However, German discounter Lidl, which entered Serbia during the review period, is attempting to change this will the launch of its Optisana brand.
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This report originates from Passport, our Dietary supplements research and analysis database.
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