Weight Management and Wellbeing in Slovenia

PROSPECTS

Weight management associated with beauty

While health and wellness are closely related to weight management, the latter is driven by a different motive. Beauty and aesthetics are the main factors in sales of weight management products and are therefore also ingrained in the marketing communications for these products.

Weight loss supplements to mature and stabilise

Weight loss supplements recorded the strongest retail value growth over the review period and remained the top performing category in 2018. This is closely connected to the intensive marketing efforts by leading brands and the development of the internet channel, which works as a more discrete way to purchase products which some customers are reluctant to be seen buying.

More active and healthier population to hinder future growth

Weight management and wellbeing as a whole has witnessed rapid growth, mainly due to the developing range of products and volume demand from consumers more inclined to get in shape with the help of these products. This in a way is also the main weakness and obstacle to future category development.

COMPETITIVE LANDSCAPE

Weight management experiences a gradual shift in competition

Herbalife Nutrition led weight management and wellbeing in 2018 with its Formula brand. The company however lost share due to recent negative publicity and the diminishing returns of direct selling, in which the company operates.

Wider distribution channels to secure greater shares

Nupo was in third place in 2018, focusing on meal replacement products and competing against Herbalife Nutrition for leadership. Due to its upper hand in established retail distribution networks, it is likely to increase its influence within the category.

Marketing communication key to secure consumer demand

While retail shelves are becoming characterised by the growing availability of healthy snacks and alternatives, an increase in the number of segmented products aimed at specific consumer preferences adds to the intensification of competition. Simultaneously, purchasing decisions are further complicated by the choice between a plethora of snack bars, making it more difficult to differentiate and engage.

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