Dietary Supplements in Sweden

PROSPECTS

Increasing demand for niche positioning supports demand for certain dietary supplements

While general health continues to be the most popular positioning within dietary supplements, there is increasing demand for niche areas. Ongoing demand for minerals related to the increasing health trend with mineral supplements that are positioned around a specific treatment are becoming increasingly common with magnesium for example used to reduced muscle tiredness or exhaustion in addition to being used by those practicing sports to enhance their performance.

Probiotics continues to record impressive performance as trend for supporting immune system continues

Probiotic supplements recorded a stronger performance in 2019 compared with the previous year in both current value and retail volume terms, as the trend for supporting a healthy gut and boosting the immune system continued to encourage Swedish consumers to support their wellbeing through the use of these products as a preventative measure to avoid having to use digestive remedies. Leading brands of probiotic supplements such as Probi and Bifiform offer consumers a convenient method of consumption in tablet form and an alternative method to other products such as drinking probiotic yoghurts.

Fashionable superfoods increasingly used as ingredients for powder dietary supplements

One fashionable trend amongst modern Swedes is the increasing popularity of taking dietary supplements in powder form to add to smoothies or juices. Popular ingredients include matcha, maca, turmeric, kale and spirulina which are often referred to as superfoods due to their high nutritional content and health benefits.

COMPETITIVE LANDSCAPE

Orkla Care strengthens overall leadership but VitaePro remains leading brand

Orkla Care strengthened its leadership of a fragmented competitive landscape in dietary supplements, offering a wide range of brands including Gerimax, which dominates ginseng, Pharbio Omega 3, and Möller's under fish oils/omega fatty acids and Litomove under herbal/traditional dietary supplements, which all recorded positive performances in 2019. VitaePro from Vitaelab AB continued to lead overall dietary supplements, recording an improved performance in value sales terms after four consecutive years of decline linked to negative reports that its products could be potentially harmful.

Strong growth for brands of probiotic supplements in line with category’s positive performance

With the ongoing strong performance by probiotic supplements in 2019, competition within the category is opening up. While Bringwell Sverige’s Probi retained its leadership, it continued to lose value share to a number of competitors such as second-ranked Lactiplus, Bifiform and Trevis, which all recorded strong current value growth.

Mixed performances within combination dietary supplements

Brands within the fragmented and competitive combination dietary supplements experienced fluctuating performances in 2019. While the three leading brands of VitaePro, Priorin and Herbalife Nutrition (which only entered the category in 2018) all gained further value share, other competitors such as L-Argiplex Man and L-Argiplex Kvinna from Medica Clinical Nord Sverige AB, Birger Ledin’s Bio-Strath and Nu Skin Scandinavia’s R2 all recorded strong current value declines, losing share to the increasing number of smaller brands entering the category under “others”.

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