Vitamins and Supplements - Europe - October 2011
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The vitamins and supplements market has traditionally benefited from consumers’ growing interest in self- diagnosis and self-medication of ailments and in looking after their health to prevent illness. This includes taking dietary supplements to ensure they are getting all the nutrients they need.
The widening of distribution has benefited sales through grocers and drugstores at the expense of chemists. Supermarkets are benefiting thanks to their typically lower prices and bundle offers (eg buy two, get one free), which are particularly attractive in the current poor economic climate. Internet sales have also risen thanks to the increasing number of websites available to purchase health products and medicines at significant discounts.
Use of supplements is highest in the UK (37%) and Germany (34%) but well below this level in Spain (just 9%) and this is reflected in market values.
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