Weight management and wellbeing products slipped into negative growth territory in 2020 as consumers reprioritised spending elsewhere, with increased focus on immunity and a preventative approach to health. Furthermore, with limited opportunity to venture outside the home, many consumers were not motivated to invest in weight control or personal appearance.
The meal replacement category saw a significant decline in 2020 as consumers were mostly at home, and thus had time to cook meals of their choice. By contrast to other products in the category, due to concerns regarding immunity and an increasing number of COVID-19 patients with comorbidities including obesity, the OTC obesity category saw an improved performance in 2020 compared with 2019.
Ensure from Abbott Laboratories (Phils) Inc consolidated its position as the leading brand in 2020, with a value share gain. The brand performed well given that it is mostly used by adults and seasoned patients, as they sought to increase their immunity.
An improved performance is expected for the weight management and wellbeing category over the forecast period. With greater health awareness among consumers in the post-pandemic environment, including the fact that obesity can significantly increase the impact of the disease on those who contract it, weight management is expected to become a greater concern in the country.
In weight loss supplements, the second-largest category in value terms, the majority of value sales are divided among a high number of very small players. By contrast, supplement nutrition drinks is much more concentrated, although the relatively recent entry of Nutribest and Glucobest from United Laboratories Inc increased competition for Ensure and Glucerna by Abbott Laboratories (Phils) Inc.
Companies active in the weight management and wellbeing category are realising that they may benefit from moving with the consumer trend towards new diets, as Filipinos seek to lose weight or feel healthier instead of using products such as weight loss supplements. Players might increasingly offer complementary products that fit the requirements of such diets.
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