The Mexico dietary supplements market was led by Herbalife Internacional de México in 2012, with a 29% value share. The company benefits from targeting a wide population base of low- and middle-income consumers, and by having a large number of individual distributors. Ranked in a distant second in 2012 were Farmacias Similares with an 8% share and Boehringer Ingelheim Promeco with 6%.
The current value growth of 15% in 2012 was higher than the growth in previous years of the review period, due to the sales increase of the leaders in this category: Herbalife de México, Farmacias Similares and Boehringer Ingelheim Promeco.
Demographic factors such as the ageing population and the prevalence amongst the Mexican population of health problems such as diabetes or osteoporosis will continue to drive the growth of vitamins and dietary supplements, and also innovation in terms of products which meet specific nutritional needs.
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