PMR Report: Negative PR harms dietary supplements?
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In 2018, the OTC market in Poland was driven by drug sales. Dietary supplements grew slower as a result of several factors.
The end of high growth of supplements?
According to the PMR report, the dynamics of retail and non-retail sales of dietary supplements was similar in 2018, with sales outside pharmacies recording a higher growth. Overall, in the case of this segment, according to PMR, it is no longer possible to generate such high dynamics as it was a few years ago. This results, among other things, from an increase in saturation of the segment, development of the low-cost private label segment and negative PR for dietary supplements, which may result in some consumers turning to OTC drugs based on the same substances.
Own brands and probiotics as market drivers
In 2018, the market of dietary supplements was driven by probiotics and vitamin D3-based dietary supplements, in addition to own brands. In PMR’s opinion, these categories will continue to develop dynamically in 2019 and beyond. Growth is also driven by new introductions. In 2018, manufacturers notified GIS of the introduction of nearly 13,000 new dietary supplements to the market.
In the longer term, however, PMR expects difficulties in operating on this market – restrictions on advertising and labelling of dietary supplements, verification of the EU list of pending claims, the so-called pending list, and an increase in competition – which is why the market dynamics (retail and non-retail sales) will be lower than 5%.
For more information see PMR’s report: OTC market in Poland 2019. Market analysis and development forecasts for 2019-2024.