N°65 - Évènement /Nutriform Business Days 2018 NFBD 2019 Distribution: e-commerce and pharmacy assistants). Considering that both in organic stores in ambush France and Belgium the traditional pharmacy The third Congress on Dietary Last year, the global leader in e-commerce, is experiencing a crisis (margins under pres- Supplements & Amazon, launched on its U.S. website its sure, decreased number of physical pharma- Innovation will cies, etc.), would it be pure bliss for a food be held in Saint- own brand of food supplements, with a very Raphael, on simple strategy: a short range, total transpa- supplement brand to be referenced on an September 11-12, rency on the ingredients and their supplier, online platform? In the ensuing debate, Jérôme 2019 everything in stealth mode... In total, Amazon Gobbesso’s answered the question, “Do you would have referenced over 13,000 food sup- reference a small brand of food supplements plement brands. As a result, the online sales upon its launch?”without appeal: “No”. As long of food supplements would have progressed as it has no notoriety on the web. Which fi nally in 2016 more than in other categories. In the comes down to the same conclusion to which United States, for instance, on-line sales of Laurent Dubin would arrive a few moments food supplements increased by 40% in 2016, later, following his presentation on the “Eldo- which is 12 points more than the overall market rado of Natural Health”. A legitimate witness of increase. Nearly eight out of ten supplements the pharmacy-based drug distribution system purchased online are sold by Amazon. This (he was the fi rst to launch pharmacy-based is the weight of the platform that leaves only dietetic and nutrition consultations within PHR “crumbs” to its competitors. Group, and more recently, he has created In France, Soizic Fleury explained that e-com- and developed the fi rst concept store dedi- merce is developing and registers a value of cated to natural health and to health nutri- €160 million (note that for IQvia, e-commerce tion), Laurent Dubin expressed his “concerns” means any order passed online including home about the future of pharmacy. Which, despite delivery or click-and-collect in a point of sale its strengths, is dealing with ever more fi erce that is not a pharmacy). competition, not only from e-commerce, but 150 In order to understand the keys to this market, also from organic stores. And pointed out that Jérôme Gobbesso in France, but also in Europe, Jérôme Gobesso, pharmacies “have abandoned natural remedies CEO of the Newpharma platform that he for the bene t of ‘chemical’ drugs, which do founded in 2008 supported by a pharmacy not showcase natural products”. These che- in Belgium, explained what made it so suc- mical products have no “real referencing policy cessful - Newpharma has become a leader - quality, labels, extraction mode”. In fact, “the in the e-commerce of food supplements and points of sale do not allow customers to have dermocosmetics in Europe, with a 2018 tur- a genuine experience because the space is nover of more than €80 million (it has doubled limited and so is the number of references...”. in two years only). The .be platform has opened Opposite of the pharmacy, the organic stores, Laurent Dubin .nl, .fr, .de websites (the orders received from which aim to “position themselves as players France account for one third of its turnover). of ‘natural health’ and develop the counsel- And “contrary to common believes”, Jerome ling dimension by hiring naturopaths and die- Gobbesso, who speaks very rarely, explained titians”. They master the codes of commerce that it is not the price that guides the purchases, (merchandising, promotional offers, works- “but the fact that our products can be bought hops, point-of-sale marketing). As for the pos- 24 hours a day, by people living in rural areas sibility for an innovative brand to enter the phar- or areas with reducedmobility, andhatwt e macies, and the specifi c conditions, Laurent offer a very wide choice”. Thus, Newpharma Dubin was once again, very clear: “the price, Arthur Ouwehand offers 32,000 product references (Editor’s note: the price and the media planning”. a “traditional” pharmacy offers 3,500) struc- tured in nearly 500 categories and supplied A disruptive and non- by 750 brands. Besides the broad offer, there dogmatic science is also the quality of the content (more than Probiotics are at the centre of attention of 25,000 photos, 20,000 leafl ets, 27,000 clas- both nutritional and pharmaceutical research. sifi ed products). As a result, a platform must Although used for 25 years, probiotics - and combine multiple features: logistics, IT and to a lesser extent prebiotics - are taking full pharmaceutical advice (Newpharma has 150 advantage of the research conducted on the Elizabeth Johnson employees - including fi ve pharmacists and two microbiome and their related area - proteo- ■ / Octobre - Novembre - Décembre 2018 / N°65 / L’Actualité des Ingrédients Fonctionnels & Santé