Despite the ongoing trend of declining demand for dietary supplements in 2019, retail value sales recorded low growth, driven by novelty and speciality products such as aloe, mostly in the form of shots and liquids with general health and beauty claims, cranberry products (with immune system and urinary health claims and particularly popular with middle-aged to older consumers compared to other dietary supplements) or protein supplements (albeit still at low value sales level; mainly driven by consumers with special dietary needs such as vegetarians and vegans or those trying to increase protein intake in their daily diet without too much effort). These trends are anticipated to continue to drive value growth over the forecast period, while innovative formats such as supplements in chewing gum form, such as that launched by Roelli Roelli, are also likely to support future sales.
More traditional dietary supplements, such as garlic and ginkgo biloba, contributed strongly to the overall decline in demand in 2019 as consumers switched to more modern products and potential solutions to their needs/demands/issues. Eye health supplements, calcium supplements and joint health products including mineral supplements and glucosamine remain especially popular among middle-aged to older consumers.
Many dietary supplements, including probiotic supplements in particular, face increased competition from fortified/functional foodstuffs with additional health claims. Many consumers are opting to gain the nutrition they need from their food intake, rather than taking additional supplements, which many regard as less effective.
The leading player in dietary supplements, Antistress, is a traditional Swiss company offering its strong Burgerstein brand. In Switzerland, the company is regarded as an authority and pioneer in dietary supplements and vitamins.
As a result of the large number of products listed under dietary supplements, the category attracts numerous players, from multinationals to European and domestic companies, large and small. In spite of the falling demand for dietary supplements, the leading brands registered growth, as Swiss consumers perceive these as exclusive, reliable and effective, mainly because most of the leading brands are distributed through chemists/pharmacies and are recommended by pharmacists.
Relaxed regulations in Switzerland for dietary supplements allow retailers to expand into the category due to low entry barriers. Both leading grocery retailers, Migros Genossenschaftsbund and Coop Genossenschaft, have a presence, although their value shares remain small due to competition from the leading brands.
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Discover the latest market trends and uncover sources of future market growth for the Dietary Supplements industry in Switzerland with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport, our Consumer Health market research database.