New Market Report: Weight Management in France

Sales of weight supplements almost managed to get back on their feet in 2013 after a bad performance during the bulk of the review period. First, the category enjoyed the effects of a new deal that started from the end of 2012 with the new regulation from EFSA. After December 2012, players had to prove the efficiency of their slimming pills with tests and studies, which was almost impossible for small and medium players but accessible for mainstream and/or more serious operators. It resulted in the cleaning up of the categories, with many players focusing on credible ingredients, such as konjack - see below - or on more credible claims (for instance "lose 2 or 3 kilos" or "offset an excess"). According to trade press, the number of brand variants is lower: A few hundred from now on vs 2-3,000 in 2008. In addition, products that previously slumped, such as detoxifiers, are slightly recovering from 2012. Lastly, the stabilisation seems to be general, not only in pharmacies but also in grocery retailers in 2013.

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Competitive Landscape

The competitive landscape for weight supplements is rather fragmented, nonetheless, there is a clear leader, Nutrition & Sante, the only player with a double-digit value share in 2013. With a widening portfolio of mass distribution products being positioned as soft and natural aids for weight management, the company was able to capture a very broad variety of potential consumers. Communication strongly emphasised the naturalness of its products, and was in tune with the prevailing trend, geared towards better eating and balanced dieting for weight management. However, over 2012-2013, the company lost share value to the frenetic growth of Regime Dukan's range of oat bran biscuits and the good performance of its immediate competitor, Distriborg France SA's Gayelord Hauser product range. The former's development was mainly fuelled by a swift integration of the two most dynamic ingredients, Konjac and oat bran in some of its products, which were positioned as more affordable. Nonetheless, Nutrition & Sante value sales did not decline in 2013 due to its extensive merchandising and shelf space presence via its flagship product range, Gerlinea, in modern distribution channels and the strong position of its other product range, Milical, among health retailers.

Industry Prospects

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