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Dietary supplements under the influence of new trends
The value of the dietary supplements market in Poland in 2022, including typical sports nutrition brands sold outside pharmacies and online, was worth approximately PLN 6.9 billion (excluding dietary food products). This marked an increase of nearly 12% year-on-year (combined pharmacy and non-pharmacy markets), according to the latest PMR report “Dietary Supplements Market in Poland 2023. Market Analysis and Development Forecasts for 2023-2028.”
Value of the dietary supplements market is on the rise and is expected to continue growing in the coming years
The recent years in the dietary supplements market can be described as relatively favorable. In 2022, according to PMR estimates, the market reached a level of PLN 6.9 billion, showing a nominal year-on-year increase of 12%. However, the real market value increased much less, by 3% year-on-year (adjusted for the impact of inflation). It is evident that the growth in the dietary supplements market in 2022 was driven by rising prices, although the inflation in the dietary supplements category was lower than the overall Consumer Price Index (CPI).
According to PMR forecasts, the growth in the dietary supplements market is expected to persist over the next five years. This is directly related to the increase in the number of seasonal infection cases, which are, among other factors, a consequence of the pandemic and lockdown, as well as increased focus on health.
Find comprehensive information about the current state of the Polish dietary supplements market in the PMR report:
The number of people purchasing dietary supplements is increasing
According to PMR survey results, there is a growing trend of individuals declaring at least one purchase of dietary supplements within a given year. Over three-quarters of adult Poles reported buying at least one dietary supplement in 2022. This signifies an almost 3.5-fold increase compared to 2019. Positive factors influencing the sale of dietary supplements include the rising health awareness and a focus on well-being, linked to the supplementation of vitamins and minerals as well as leading an active lifestyle.
Poles are increasingly opting for online purchases of dietary supplements, facilitated by the wide availability of such products through online channels. Some consumers turned to e-commerce in response to the coronavirus pandemic, while others had been making online purchases earlier. It’s worth noting that the market for online stores specializing in the sale of dietary supplements is quite diversified. These products are available online through e-drugstores and e-perfumeries, e-stores offering nutrition for athletes, sports e-stores, e-pharmacies, e-stores of manufacturers, and herbal-medicinal e-stores, as well as e-stores offering organic products, healthy food, and other online grocery stores.
Does the market have anything more to offer?
Nowadays, as awareness of a healthy lifestyle is growing stronger, many individuals are seeking new ways to improve their well-being. Two particularly noticeable trends in the dietary supplements market are the increasing popularity of so-called superfoods and products based on CBD.
Superfoods, which are foods rich in vitamins, minerals, antioxidants, and other health-beneficial components, support the immune system, heart, and digestive system.
Products based on CBD, containing cannabidiol derived from hemp, are finding broader applications as ingredients in dietary supplements, enriching food products, everyday groceries, including beverages, cosmetics, and medicinal products. CBD is known for its analgesic, anti-inflammatory, and calming properties.
Both categories of products – superfoods and CBD-based dietary supplements – are gaining popularity in Poland and worldwide. According to a PMR survey conducted in July 2023, in 2023, 3% of individuals purchased superfoods, and 7% bought products based on CBD. A similar percentage plans to continue buying these products in the upcoming year 2024 (4% for superfoods and 6% for hemp products). The same PMR study indicates that consumers’ motivations for purchasing such products are primarily based on the belief in their beneficial effects (44% of respondents think so about superfoods). In the case of CBD, positive effects are associated with alleviating pain and stress symptoms (40%) and improving sleep quality (33%).
Positive mood of companies present in the dietary supplements market is noticeable
According to research conducted by PMR in the dietary supplements market over the past 17 years, the situation in the sector is currently assessed very positively compared to previous years. Two-thirds of respondents – managers of companies present in the market (manufacturers and distributors) – evaluate it positively (as good or very good).
Methodology:
The presented data is sourced from the PMR report titled “Dietary Supplements Market in Poland 2023. Market Analysis and Development Forecasts for 2023-2028,” for which PMR conducted:
Structured survey of 101 individual interviews with the management team of distributors and manufacturers of dietary supplements (a recurring study since 2007), conducted in July 2023.
Nationwide survey of adult Poles, n=1,000 (a recurring study since 2016), conducted in January 2023.
Survey on a representative sample of adult Poles purchasing over-the-counter products, n=1,670, conducted in July 2023.
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Senior Pharma & Healthcare Market Analyst