Laboratoires Pharmaceutiques Arkopharma led the overall France dietary supplements market in 2012, accounting for a 13% value share. The company continued to benefit from its diverse product line, positioned on natural and herbal traits, and also from its well-established brands. The combined sales from the company's three top brands, Arkogélules, Phytofluide and Azinc, accounted for 8% of overall value sales of vitamins and dietary supplements in France. In addition to the good image and quality of these products, the company's products enjoy an excellent price positioning, along with a very popular merchandising presence in chemists/pharmacies. In 2012, Laboratoires Pharmaceutiques Arkopharma was the fastest growing company in vitamins and dietary supplements, with an overall value growth rate of 2%.
The growth rate in 2012 was slightly less dynamic than the 2% current value growth in 2011, due to prevailing fears over the economic downturn in France. Despite renewed optimism, consumers remained prudent with the budget allocated to vitamins and dietary supplements, which are considered as vital products for some, but are still considered as secondary for the majority. Moreover, the value decline in some categories, such as fish oils and ginseng, due to an ever-increasing plethora of cheaper similar products in mass distribution channels, also negatively impacted overall value sales of vitamins and dietary supplements.
Over the next five years, vitamins and dietary supplements is expected to increase by a negligible constant value CAGR. Considering that vitamins and dietary supplements represent a relatively buoyant category within consumer health, various players are actively entering different categories and offering new products. The potential value is likely to reach saturation over the forecast period, due to an excess on the supply side, leading to intense price competition and a depletion of the potential value. This trend has already begun, with various mass distribution brands strategising on volume sales by offering close substitutes or comparable products at much lower prices than the branded vitamins and dietary supplements often marketed via chemists/pharmacies.
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