How can food supplement brands differentiate themselves and strengthen their attractiveness in a dynamic but hyper-competitive market? The new Precepta Insights study from Xerfi identifies 10 key action levers to both renew the nutraceutical product offering and give credibility to their promises. Xerfi experts highlight innovative avenues for developing ranges around health prevention and the naturalness of ingredients. Sales growth remains very dependent on new products brought to market. This phenomenon is particularly obvious in slimming products where new references crowd out old ones which may have disappointed for their lack of effectiveness. The study also proposes concrete actions to better lend credibility to the promises of nutritherapy and thus hope to attract more hesitant customers. 20% of French people say they are skeptical about the benefits of these products, which indicates that the market potential is not fully exploited. Many doctors also do not believe in the virtues of food supplements, particularly in the absence of conclusive data.
So how can we integrate a scientific dimension into the offer to make the promises more credible? What levers can be used to take full advantage of the new expectations of the French in the areas of prevention and naturalness? After the probiotics segment, is the postbiotics segment worth investing in?
In this new study, Xerfi experts analyzed the growth strategies adopted by food supplement brands.
• The latter focus first of all on the renewal of offers. New promises are being tested and new products are being launched, including gummies and sprays as alternatives to capsules. In & Out offers are also in place. They aim to offer a global approach to well-being, combining internal effects of nutrients and external care for health and beauty. Finally, personalized offers are tested by brands. Let us cite in this regard Neutrogena which launched in the United States a new range of gummies whose manufacturing is personalized using artificial intelligence.
• Players are investing in parallel to increase their production capacities in order to respond to the increase in demand and gain competitiveness. These investments take the form of the creation of new production lines, the construction of sites, or the acquisition of high-speed capsules and automatic bagging machines.
• Certain food supplement brands are also seeking to develop in Europe and beyond, through their own establishments, through external growth, through the development of exports or even through the establishment of partnerships with foreign manufacturers.
Beyond the analysis of current growth strategies, Xerfi consultants provide their strategic recommendations in this study. This report also includes an analysis of current and future competitive dynamics, an overview of trends by distribution channel as well as exclusive forecasts on the market until 2026.
For more complete information on this strategic analysis, you can download the presentation document located alongside the video.
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