Crisis change habit of consumption of supplements

The high of the dollar and the Country's economic situation meant that, over the past two years, the segment of amargasse dietary supplements a retraction of 30% in average ticket spent by their consumers. Until next year, there's no prospect that the downgrade is over 20 percentage points, reaching 50% in the price drop. The data were disclosed to the DCI by President of the Brazilian Association of Nutritional Products companies (Abenutri), Marcello Balla. "The demand for cheaper products has been growing in recent years; between crisis and post-crisis, lost about half of the average ticket, "said the representative of the entity. According to Balla, dietary supplements still presents great dependence on external market purchases. "Between 80% and 90% of the products marketed in Brazil are import-dependent," he noted. According to him, even those companies operating in the country are hostages of foreign raw material purchase to be able to produce. Asked about the impact of the dollar's fluctuations in the price of products, Balla estimated that there will be an increase of 15% in all categories of supplements. For him, this market is recovering from a slowdown in recent years. "Our growth was peak in 2012, with 21% of head start," he says. According to data from Abenutri, in 2016, the sector had increased 9% and 12% last year. According to studies conducted by market research firm Euromonitor International, until 2022, the supplements must earn somewhere around R $5.5 billion-60% jump from about 2017. For this year, the estimate of revenue is of R $2.5 billion. Currently, in the country, there are over 11000 points of sale of products of this nature. With regard to companies that make up this market, today, there are about 100 – and 70% of them are Brazilians and 30%. In relation to the sales growth in digital channels, Balla says the trend is that, until the next year, half the total marketing segment is made via e-commerce. "Five years ago, online shopping accounted for 17%. Today, we're already at 40% participation, "he said. In practice in the case of traders of supplements, the strategies have been applied in the development of smaller packaging and products with lower price range. "The high-dollar hasn't affected our sales. What we perceive is the migration of customers to cheaper products, "said Adriano Faccio, owner of NutraFit supplements. According to Faber-to accompany the change in consumer habit of customers due to restricted income and the exchange rate still high – the company has developed a line of supplements cheaper and with lower dosages. The brand – created by the Executive – started in 2015 and represents 45% of the total sales of the company. "Our goal is to reach 70% of market share," said Faber, remembering that hasn't been answering both the audience belonging to the class C for lack of demand. Another company that felt the transition from the public for another price category was the holder of trademark Supley Lab-Max Titanium. "In certain classes of products, we see a migration of up to 50%; in others, however, around 10%, "says the CEO of the business, Alberto Moretto.Com a portfolio of 120 different products, the businessman claims that the billing for 2018 is predicted in R $250 million, estimate that should not be affected by the Exchange, according to Moretto. The Executive mentions that, between regions of the country, the Northeast was presented the highest demand in the last two years.