Review and evolution of the dietary supplements market in 2020 A (PERMANENTLY?) CHANGED almost al lthose towards which the eyes LANDSCAPE (understand the interests) of consumers are turning. In 2020,dietary supplements were very popular with consumers - nearly four out CONSUMERS HAVE CHANGED of ten French people took them for the first time in 2020. It remains for the brands to Consumers in fact:the crisis has had a transform the trial: the consumption of food downward influence on the needs of the supplements is indeed rather punctual for French interms of food supplements. most of them (old or new consumers). The Questioned by Harris Interactive (confe- keys to this sustainability are to be found rence on Tuesday 14 September) on the in the naturalness of the formulas, but also occasions of consumption of food supple- in the reinforcement of the weight of the ments, consumers have changed their rea- brands. sons for buying and consuming. Decline of Sales of promises related to the health cri- 10% or more for vitality/energy, fil ling nu- sis - immune defences, vitality, mood/stress/ tritional deficiencies,improving digestion sleep, balance - increased in 2020, genera- and transit, and blood circulation. Less than ting more than €80 mil lion in additional 10% decline for detox, skin and nail beauty. pharmacy sales. Vitality and immunity sup-plements (cumulative sales of €266 mil lion) 31%On the other hand, consuming food sup-plements to strengthen the immune sys- saw their sales increase by 25%. In abso- tem and improve sleep and relaxation gain lute terms, it is the general tonus sub-mar- of Synadiet a «smal l» point. As for the need to regulate members food ket that has contributed the most to the supplements stress and mood, it remains stable. However, growth of the market, generating additio- companies have we should not throw the baby out with the nal sales of €33 mil lion, corresponding to ainitiated a CSR bathwater: consumers (new or old) are stil l growth of 20%. The same is true for immu- approach. For interested in food supplements. Since the 29%, the reflection nity supplements: their sales increased by is in progress. 15% Covid-19 crisis,the consumption of food 44%, contributing €18 mil lion to the market.of respondents supplements has increased by 30% (32% to the question among recent consumers and 24% among 8% OF THE MARKET IS ORGANIC asked online those who have been consuming them for during the virtual more than ten years) (Editor’s note: only 7% AGM have put it in Organic food supplements account for 8% place. Finally, 15% of the people questioned by Harris have re- of sales, i.e. just under €100 mil lion acrossof companies have vised their consumption downwards). The al ldistribution channels (IQVIA data). The not yet given it criteria for choosing food supplements have any thought. growth of this market is five times higher changed with the health crisis. Before the than that of conventional products (res- crisis, elements linked to Made in France - pectively +22% and +4%). This confirms the or more simply to the French origin of in- strong consumer interest in these products. gredients, price and natural composition - In comparison, the organic market repre- were increasingly popular with users of food sents 6% of food products (LSA). supplements. Six universes have progressed in organic The naturalness of the products was almost over 8%: vitality-immunity (+11%), digestion a sine qua non for more than one French (+10%),circulation (+14%),respiratory tract person in ten. The same proportion for the (+14%) and memory-concentration (+10%). absence of additives. These consumer de- Coincidence or not:these segments are mands and/or expectations have changed - 92 - 12DBFN#