Inova supplements market in supply and must grow 8.5% in 2018

The market for dietary supplements, which moves some R $1.5 billion, is still growing despite the fall in the purchasing power of the Brazilian. With product launches ranging from whey protein organic chocolate bar without sugar, with added protein, manufacturers are registering growth of up to 30% on prescription. The Brazilian market is the third largest in the world, but according to the Brazilian Association of manufacturers of nutritional supplements and food for special purposes (Brasnutri), only 5% of the population consumes products of the genre. "The success of the food supplement in the country is independent of elections. There is a huge potential for growth, "says the President of the entity, Synésio Batista da Costa. The Supley Labs, owner of Max Titanium and the Probiotic (acquired competitor this year), 10% of the advance prescription for 2018. The strategy goes through both offer higher value-added products as those more popular. "We have the two placements. The market is little receptive to price changes, "the DCI Group CEO, Alberto Moretto. He says that the crisis many consumers who bought imported brands began to invest in the country. "We saw a migration of categories, but the cheapest product has always existed, without any loss of benefits." The marketing director of Atlhética Nutrition, Eduardo Mondini, explains that in addition to the general health concerns, the consumer has sought products with fewer components. "The items called ' clean label ' already represent about 10% of our sales and we will act in the two categories", says the Executive, stressing, however, that the sheer volume of the market still comes from the classes C and d. With factory in Matão (SP), the company suffered as the whole market with the high-dollar, as about 90% of industry inputs are imported. "No brand is able to pass on increased costs. The margins are very compressed. " The projection of the Atlhética is a growth between 25% and 30% for this year, with a focus on higher distribution and marketing, which includes digital influencers. In addition, says Mondini, the brand is going into snacks and chocolate protein lines. "We brought the ' indulgence ' to this market, as for example, the Brigadier gourmet flavor to whey protein." The play also Supley snacks as a way to increase revenue of the company. One of them is the Protein Wafer Mini package, which contains pieces of wafer with chocolate added to whey protein, but with no added sugar. "The product can replace the snack", clarifies Moretto. The CEO of Integralmédica dietary supplements, Noel Barot, reports that the company must grow 15% this year. "In addition to investments in marketing, we are constantly releasing new products." One of the more recent lines of the company's vegan protein bars, free of lactose, gluten and other allergens. The Executive says that the mood of retailers is already improving and that there is a pent-up demand. "Brazil will continue consuming dietary supplements and we are prepared. We are a conservative company, but we did our homework and we continue investing. " The President of the Brasnutri points out that the recent publication of the national agency of sanitary surveillance (Anvisa), which clarifies the difference between drugs and dietary supplements, will greatly help the sector, since significantly desburocratiza activity. Today, Brazil has about 70 factories, not to mention the dozens of imported brands. " We have companies of all sizes and rates for any pocket. Our industrial park is ready to meet with volume and quality ", guarantees Costa. Target audience Before virtually an exclusivity of the regulars of gyms, proteins also have targeted senior citizens and children. "These categories come growing much and with the recommendation on the part of doctors and nutritionists, the market grows increasingly", points out Moretto.Com nomenclature of "add-on" for children, the category is a promise. "There's a change in consumer behavior and we're going to take advantage," says Mondini.