Laura Gatti
QuintilesIMS, Milan, Italy

Abstract

In the last few decades, sales of vitamins, minerals, nutritional and herbal supplements have soared due to a widespread increase in life expectancy combined with a heightened interest in preventative health measures.
Food supplements are concentrated sources of nutrients or other substances with both nutritional and physiological effects. They are marketed ‘in dose’ form such as pills, tablets, powders, etc.
Both specialized companies and consumer health divisions of traditional pharma manufacturers have already entered or are entering this prospering market.
It is innovation that is the key performance driver in this environment. Similarly to other consumer healthcare segments, new launches: flavours, packaging and formulations, support the growth and stimulate patients’ interest.
The global market value is estimated at 120-130 USD billion and is forecasted to grow at high single digit rate over the next five years.

FOOD SUPPLEMENTS MARKET: REGIONAL TRENDS

In the mature markets (namely EU5, US, Canada and Japan) food supplements have already become part of everyday lifestyle choices. This has been the result of an ever-increasing awareness of the critical functions of minerals, vitamins and other natural substances for maintaining and even enhancing our sense of wellbeing. These factors are increasingly important in our hectic modern lifestyles.

The U.S. accounts for about 28% of the total market value. A survey conducted by the Council for Responsible Nutrition (CRN) in 2014 pointed out that around 68% of adults use dietary supplements; of these, around 50% are regular users. More than 80% expressed confidence in the effectiveness and safety of these products. The high risk of life-threatening chronic diseases such as heart diseases and diabetes have been the main concerns triggering the increased spending on food supplements in the region.

Overall, however, Europe is probably the most mature market and comprises 30% of the total sales. For example, Holland and Barrett is the largest health and wellness retailers in Europe specializing in a wide ran ...