Dietary Supplements in North Macedonia

PROSPECTS AND OPPORTUNITIES

Preventive and therapeutic use of dietary supplements set to continue rising

All dietary supplements categories are projected to expand consistently in volume and current value terms over the forecast period. Although growth prospects will be subdued by maturity and the further shrinking of North Macedonia’s population, demand should remain reasonably solid as consumption of these products for preventive and therapeutic reasons becomes more widespread in tandem with better education about the critical role nutrition can play in reducing the risk and managing the symptoms of different ailments.

Segmentation expected to become more pronounced

Increasing consumer sophistication will reinforce segmentation in dietary supplements over the forecast period, with manufacturers expected to launch more products positioned as providing optimum benefits for different groups depending on sex, age, lifestyle factors, specific health conditions etc. Varieties formulated for older adults should be a focal point for this kind of innovation, especially in categories like combination dietary supplements, mineral supplements, probiotic supplements and tonics.

Threat posed by healthy eating trend will influence competitive strategies

Beyond maturity and population decline, another factor likely to constrain growth potential for dietary supplements over the forecast period is the increasing tendency of Macedonians to try to stay healthy by consuming more foods and beverages that are naturally rich in or fortified with essential vitamins and minerals, fibre, protein, probiotics etc. Manufacturers will seek to reduce exposure to this threat via innovation focused on improving bioavailability – ie the extent to which nutrients and other substances can be absorbed and utilised by the body – and advertising campaigns that educate consumers about the specific advantages their brands offer in this regard.