THE SUCCESS OF SUPPLEMENTS
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The success of supplements
In the first half of the '90s, a time when there appeared for the first time on the market, the supply of supplements was limited to the area known as VMS (Vitamins, Minerals and Food Supplements). The successful and growing consumer demand have favored, in the space of a few years, a considerable diversification of the consequent increase of the therapeutic areas in which these commodity products have had the opportunity to respond in a more targeted and special needs and the needs of citizens. Currently, in fact, supplements are distributed and actively present in most of the categories of the area of self-care and, even if with participation decidedly more limited, also in the fields of hygiene and nutritional and beauty.
Consumption growth
In the last three years there has been an overall increase of 14.1% in the consumption of supplements of the three sectors
- Otc, Nutrition, Health and Beauty
which nevertheless amplitude and different speeds:
• OTC: 14.5%
• Nutritional: 15.1%
• Hygiene and Beauty: 2%
Overall, the selected market has gone 127.3 to 145.2 millions of packages.
Increase in sales
Also facilitated by an increase in the prices, the turnover of the supplement market presents a development even more marked, especially with regard to the segment of greater importance, that of Otc.
Specifically, the three sectors recorded increases in the last three years the following sales:
• Otc: 23%
• Nutritional: 14.3%
• Hygiene and Beauty: 3.6%
In 2008, the expenditure for the purchase of supplements in pharmacy was less than 1.6 billion Euro in 2010 has far exceeded 1.9 billion euros.
Development of the sector OTC: supplements present in all therapeutic classes
As said, is in the field Otc that has the highest crowding of products, as well as the rate of development higher. In addition, supplements have become obsolete, at least in terms of turnover, sales of specialty self-care, which until a few years ago dominated the scene. In fact, supplements are currently present in all therapeutic classes, and because of their success, there is no doubt that in many cases constitute, in the eyes of consumers, alternatives to proprietary medicinal products. In 2010, the value of supplements was more than 100 million euros in seven of the sixteen therapeutic classes that have the presence of these products, for a combined share of over 84% on the entire turnover, with groups VMS and gastro-intestinal developing a business well above the 300 million each.
Source: IMS HEALTH CONSUMER
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