Many consumers in South Africa are likely to continue to prioritise their expenditure heading into the forecast period, where they are more likely to reduce or avoid purchases of non-essential items such as dietary supplements. Price-sensitive consumers are only likely to purchase discretionary products such as dietary supplements if they are on sale and available at a discount, or are offered as part of bulk purchases, allowing consumers to save time and money.
Although many local consumers will continue to struggle financially over the forecast period, they will still take their dietary needs seriously, not only for themselves but also their children. Considering that dietary nutrition is important for consumers, players should consider developing more affordable alternatives for consumers, often in the form of larger packaging which reduces the price per unit.
Despite affordability challenges, some players can still add value to the category by launching new product formats and flavours. Post-pandemic, product claims are gradually moving away from a stronger focus on immunity and more towards dietary supplements addressing stress and mental focus, with mood/relaxing gaining notable share in terms of positioning in 2024.
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Understand the latest market trends and future growth opportunities for the Dietary supplements industry in South Africa with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Dietary supplements industry in South Africa, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Dietary supplements
It is the aggregation of all dietary supplements: Minerals, fish oils/omega fatty acids, garlic, ginseng, ginkgo biloba, evening primrose oil, Echinacea, St John's Wort, protein supplements, probiotic supplements, eye health supplements, co-enzyme Q10, glucosamine, combination herbal/traditional supplements, non-herbal/traditional supplements, and all other dietary supplements specific to country coverage.
See All of Our DefinitionsThis report originates from Passport, our Dietary supplements research and analysis database.
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