Weight Management and Wellbeing in Slovenia

PROSPECTS

Weight loss supplements to mature and stabilise

Weight management and wellbeing continued to grow strongly in 2019, with weight loss supplements recording the strongest retail value growth to remain one of the top performers. With a population that has increased levels of obesity, weight management and loss is a keen interest for many Slovenians.

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.

A more active and healthier population may hinder future growth

Weight management and wellbeing as a whole 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 development.

COMPETITIVE LANDSCAPE

Weight management and wellbeing experiences a shift in competition

Herbalife Nutrition led weight management and wellbeing in 2019 with Formula. However, it lost share due to recent negative publicity and the diminishing returns of direct selling, in which the company operates.

New entries focus on unique ingredients and benefits

The most common marketing strategy for new players was paid adverting in popular magazine and websites. When it came to advertising content, there were two distinctive types.

Marketing communication is key to secure consumer demand

While retail shelves became characterised by the growing availability of healthy snacks and alternatives, an increase in the number of segmented products aimed at specific consumer preferences added to the intensification of competition. 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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