Overall value sales of dietary supplements witnessed slower growth in 2020 compared to 2019. There were several factors behind this.
While dietary supplements saw an underwhelming performance overall in 2020, it was not such a bleak picture across all categories. Products with known infection fighting claims, such as echinacea and ginseng, saw stronger growth in 2020.
The competitive landscape within dietary supplements followed a similar pattern to that seen in other areas of consumer health in 2020, with consumers generally sticking with tried and trusted brands that they are more familiar with. The logistical challenges thrown up the measures taken to control COVID-19 also made it hard for new and smaller players to expand their presence in the market.
Prior to COVID-19 interest in dietary supplements had been waning with consumers becoming increasingly interested in pursuing a healthier lifestyle over taking these products. However, there are signs that there could be some improvement in sales of dietary supplements over the forecast period, with COVID-19 having placed a greater focus on the need for a balanced nutrition.
As with vitamins, another key growth driver within dietary supplements is likely to be the ageing of the Swiss population. Older consumers are often more likely to invest in dietary supplements as they generally experience more health issues, and as such are more willing to look for solutions in the products they buy.
Dietary supplements remains a highly fragmented category in Switzerland, in part due to the vast range of products that come under its scope. Antistress is expected to retain its position at the top of the competitive landscape, although it could face mounting competition.
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This report originates from Passport, our Dietary supplements research and analysis database.
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