The French consume an ever-growing amount of food supplements, ranging from vitamins to specific plant extracts aimed at health, beauty and well-being. Enjoying annual growth of over 10% over the past five years, the market for vitamins and food supplements in France has doubled in size from 2000 to 2006 to reach annual sales of €1Bn. Demand, running at +15% in 2006 and just under that for 2007, shows no signs of slowing.
Food supplements and vitamins are subject to fewer restrictions than other para-pharmaceutical or pharmaceutical products. Notably, no medical or pharmaceutical authorisation is needed before launching a product and prices are set freely. In general, the market counts three “seasons” – springtime, back-to-school in September and in Dec/January – and plans marketing campaigns around these times. The industry typically dedicates 30% of sales to marketing and advertising.
The 4 domestic leaders, Arkopharma, Phytea, Oenobiol and Forte Pharma share about 50% of the market. The remaining 50% is split between over 400 separate vitamin/food supplement specialist companies, the bulk of them family-owned small businesses. The French Association of Food Supplements (SDCA) expects a wave of consolidation in the sector as the large international pharma groups are attracted to the higher margins. In addition, EU product harmonization, expected to be in place by early 2009, should favour trans-border acquisitions.
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Vitamins and Food Supplements in France