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MARKET OVERVIEW

1.1 Definition and scope of study

Food supplements are foodstuffs providing a concentrated source of nutrients to supplement a diet. They may contain various ingredients (vitamins, minerals, plants and herbs, etc.) and are sold in various formats (capsules, tablets, powder, etc.). In general, the goal is to combat a wide variety of issues such as stress, fatigue, digestive disorders, but also to enhance slimming, skin beauty, hair beauty, sports performance, etc.

The global market is growing rapidly as consumers are increasingly affected by health trends and conscious about apperance and well-being.

In Belgium, the market remains stable. In a European context, Belgium consumes a large amount of supplements per person per year. 

Finally, similar to the broader food industry, dietary supplements today are also affected by trends towards naturalness and personalisation, leaving the door open for new smaller players to enter this changing market.

1.2 A growing global market

The global market for dietary supplements was estimated at $*** billion in ****, and is expected to continue to grow strongly at a CAGR of *.*% between **** and ****, reaching $*** billion in ****. This growth will be driven by rising disposable income in many countries, but also a growing concern for well-being and health. [***]

Market size ...

1.3 The domestic market

In order to estimate the size of the dietary supplements market in Belgium, we rely on data provided by the association of the dietary supplements industry in Belgium. [***]

Data provided by Prodcom Eurostat under code **.**.** (***) indicate that in **** Belgian production of food supplements amounted to €***.** million, up **% after a fall in ...

1.4 Foreign trade

For this part, the customs code closest to the category "food supplements" is considered to be ****** "Other food preparations". It should thus be noted that the scope of the customs code under consideration is not strictly identical because it is broader; however, it still serves as a credible proxy. The code ...

DEMAND ANALYSIS

2.1 Profile of Belgian consumers

Despite the absolute small size of the Belgian market among European markets, the annual per capita expenditure on food supplements is relatively high: indeed, Belgium ranks *th in Europe, with an average expenditure of **.* euros per year and per inhabitant on food supplements. This is less than the main European market ...

2.2 Application by type of supplements

Like the European market, the Belgian market is dominated by vitamins and minerals (***), which together account for almost half of the national market in value terms. Conversely, herbal and plant-based supplements are less popular than the European average, with only *% of the market. [***]

Belgian distribution of food supplements by type Belgium, ...

2.3 Demand driven by the growing attention to health and well-being

The demand for food supplements is strongly motivated by a growing concern of Belgians for their well-being and health.

Indeed, according to data provided by the federation of the food supplement industry, the risks of deficiencies can reach very high levels: for example, in ****, **% of men and **% of women were at ...

2.4 Demand driven by population ageing

As previously mentioned, senior citizens are among the population categories that consume the most dietary supplements. Thus, the ageing of the Belgian population is a direct factor in the growth in demand for food supplements.

The National Institute of Statistics estimates that the ageing of the population will intensify until ****. The ...

MARKET STRUCTURE

3.1 Value chain

Source: ****

3.2 Production and distribution

According to the Federal Association for the Safety of the Food Chain, there are about *** manufacturers of food supplements in Belgium. [***]

The production process of food supplements is strictly regulated on a European level, where producers must comply with numerous safety standards (***). Numerous federations and associations regularly carry out controls on ...

3.3 The main brands on the market

In ****, the dietary supplement market in Belgium was dominated by Procter & Gamble.

Nevertheless, the market remains fairly fragmented in terms of market share, where the top eight players account for **% of the market.

Brand market shares in the food supplement market Belgium, ****, en % du marché en valeur Source : Euromonitor  

ANALYSIS OF THE OFFER

4.1 The different types of dietary supplements

Vitamins

Among the vitamins in highest demand are vitamin A for visual health and immunity; B vitamins (***) for metabolic functions, vitamin C for vitality and natural defences, and vitamin D for the strengthening bones. [***]

Within the vitamins segment, D vitamins account for **% of the market, followed by multi-vitamin supplements (***). Vitamin B ...

4.2 A wide range of prices that reflects the diversity of the offer

Consumer Food Price Index

The first reading of the price of food supplements is the price of food in general, of which supplements are a part. The data provided by the Belgian National Institute of Statistics show that the consumer price index for foodstuffs reached *** in May **** (***). Overall, food prices have ...

4.3 Towards integration of natural products and personalization

Towards more naturalness

New brands of organic and/or natural food supplements are thus gaining in strength: one example is the Bio-Life laboratory, which has a very wide range of all types of food supplements at its disposal. The brand guarantees a high bio-availability of the ingredients contained in its products, ...

REGULATIONS

5.1 The European framework for the food supplement market

The European Union has established a series of regulations, through the Directive ****/**/EC of the European Parliament, whose aim is to protect the health of consumers and to ensure transparency of information communicated on food supplements. This Directive defines food supplements as foodstuffs intended to supplement the daily diet, constituting a ...

5.2 Labelling of food supplements

As food supplements are part of the category of foodstuffs, they must also comply with precise labelling standards. Thus, the label must, among other things, include the following statements :

The name "dietary supplement" The reference contribution A warning about exceeding the recommended daily allowance A statement that supplements cannot replace a ...

5.3 The marketing of food supplements

Any placing on the market of a food supplement must be preceded by a notification to the public authorities. The undertaking must compile a notification request file, which must include the following elements :

Ingredient Information Nutritional analysis Product labelling

Source: ****

POSITIONING OF THE PLAYERS

6.1 Segmentation

  • Laboratoires Trenker
  • Procter & Gamble
  • Inula (ex Pranarôm)

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Hugo S.

chargé d'études économiques, Xerfi

Hugo S.

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Mathieu Luinaud

Associate Consultant

Mathieu Luinaud

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Education Formation
Robin C.

PhD Industrial transformations

Robin C.

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Pierre D.

Analyst

Pierre D.

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Ross Alumni Club France

Arnaud W.

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Analyste de marché chez Businesscoot

Amaury de Balincourt

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Pierrick C.

Consultant

Pierrick C.

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Maelle V.

Project Finance Analyst, Consulting

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Héloise Fruchard

Etudiante en Double-Diplôme Ingénieur-Manager Centrale

Héloise Fruchard

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Imane E.

EDHEC

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Market Research Analyst

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Azelie P.

Market Research Analyst @Businesscoot

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Cantiane G.

Market Research Analyst @Businesscoot

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Jules D.

Consultant

Jules D.

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Alexia V.

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Emil Ohlsson

Emil Ohlsson

Anna O.

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Gabriel S.

Gabriel S.