Food Supplements, Looking For The Right Tailwind

After several years of solid growth, the Food Supplements market continues to expand, with volume still growing, albeit at a slower pace than in previous years. Growth is increasingly supported by price, although price increases have moderated and are returning to more normalized levels.

In this context, sustaining momentum requires reinvigorating category demand and strengthening differentiation. Brands are therefore focusing on defining the right positioning—such as physician recommendation, pharmacy endorsement, or expert credibility—to stand out, build trust, and attract new consumers in an increasingly competitive and mature market. Given all this, we will review which are the challenges that this market is facing.