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Special edition: Inside Europe's food supplement markets

Insider view: European food supplements market set for €2bn jump

By Shane Starling+

25-Sep-2014
Last updated on 29-Sep-2014 at 11:59 GMT2014-09-29T11:59:35Z

Euromonitor predicts European food supplement markets will swell 28% by 2018
Euromonitor predicts European food supplement markets will swell 28% by 2018

The western and eastern European combined food supplements market will jump from €7bn to €9bn by 2018, according to Euromonitor International, with some markets set to double in value in that time.

Political unrest aside, Russia’s booming market that had jumped from €550m in 2008 to €1.16bn in 2013, would nearly double in value to €2bn in 2018.

This gives it about two thirds of the entire eastern European market which would itself surge from €2bn last year to €3.2bn in 2018.

Western Europe will move from €5bn last year to €5.65bn in 2018. There the biggest-selling product is Sanofi’s Enterogermina while Novartis’ Linex sells the most in eastern Europe although Euromonitor figures did not reveal exact figures.

Other blockbuster supplement brands in western Europe include Abtei by Omega Pharma; Herbalife; Aboca and NBTY-owned Holland & Barrett.

In eastern Europe Magne B6 by Sanofi; Nutrilife by Amway; Bifiform by Pfizer and Herbalife are the top-selling brands.

Russia’s €1.16bn 2013 evaluation makes it the second biggest market in the whole of Europe behind Italy which sat at €1.21bn in 2013. The next biggest was Germany (€935m) followed by France (€611m); UK (€538m); Poland (€393m); Norway (€273m); Sweden (€220m) and Finland (€209m).

Eastern European markets showed the greatest growth – Poland adding close to €100m by 2018; Turkey more than doubling to €205m; the Ukraine moving from €126m to €202m; Romania from €48m to €88m and Belarus from €16m to €48.1m.

A Mintel report forecast similar robustness in Poland, Turkey and Russia.

Some markets were either flat lining or falling such as Germany or Denmark but the declines were modest.

In western Europe digestive health, general wellbeing, bone, sexual health and immunity, heart health and beauty were the most popular categories. Similar concerns were registered further east.

A Mintel report into the UK forecast the market would hit €587m by 2019 in a best case scenario (worst: €536m), but see a dip this year due to the effect of the nutrition and health claims regulation (NHCR).

The vitamins and supplements market is predicted to see a decline in 2014, driven by regulations coming into effect in January 2014 resulting in claims not approved by the EFSA (European Food Safety Authority) seeing a ban in the market,” said analyst Roshida Khanom stated in the report.

 

This has particularly impacted segments such as joint health, where glucosamine has seen a ban on many claims. However, as consumers show interest in vitamins/supplements with appearance benefits, and the rise in NPD (New Product Development) in this area, the market could recover to show growth again. Additionally, the rise in value of demographic-specific vitamins/supplements suggests that consumers want a more tailored and specific approach in the category.”

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