strategy webinar.

PharmaLinea teamed up with Euromonitor International to deliver a webinar, addressing questions of brand managers, licensing managers, and heads of innovation. What kind of food supplements to launch in 2022 and beyond? Which health areas to address? Which ingredients and forms are in demand? What do experts predict for 2022? Scroll down to access the event recording on-demand.

new product launch strategy.

In quarter 4, questions around new product launch strategy puzzle BDMs, brand managers, and heads of innovation globally. At PharmaLinea, we utilize our unique contact with brand owners and ingredient manufacturers globally, our presence at industry events, and our access to data to condense and deliver valuable insights to our partners. What started out as smaller consultations has grown to large-scale online events, where we partner with some of the world’s leading intelligence providers, such as Euromonitor International. In this edition, we provide webinar attendees with sales figures and forecasts, consumer interest data, new product launch trends, and qualitative predictions by industry experts. Based only on reliable sources of information such as Euromonitor, IQVIA, and Mintel, we looked at what the trends were in 2021 and what can be predicted for the future.

Speakers:
Monika Szelążek – Regional Client Executive at Euromonitor International
Matevž Ambrožič – Marketing & PR Director at PharmaLinea

Agenda:
  • Monika Szelążek starts off with the general sales forecast for the supplement industry. She continues with a regional breakdown of market sizes and growths, followed by a dive into specific positionings. She examines consumer interest data to shed light on the best areas for new product launches in 2022.
  • Matevž Ambrožič presents how the industry responded with new product launches in 2021 and what product trends are outlined for the future in terms of claims, ingredients, and product forms. He rounds up the event with predictions from some of the industry’s most established experts.

key takeaways.

Monika Szelążek highlighted the promising outlook for the dietary supplements segment: “Euromonitor predicts that vitamins and dietary supplements will overperform the OTC drugs sector by 2026. We have also noted that consumers are shifting their interest from immunity-related products to other health concerns. In the long-term, health concerns will change and memory issues will become one of the most important problems.”

Matevž Ambrožič focused on ingredients and strategies to stand out: “Despite the slight decline in immunity supplement sales, the percent of launches with an immune system claim continues to grow, making the space more crowded with fewer rewards. An increasing percentage of brands is opting to stand out via gummies and chews, as well as liquid formats. Targeting specific demographic groups with your product positioning is one of the more promising strategies for success, as launches targeted at either women or children are not growing as fast as sales of these segments are. Interestingly, Kenn Israel from Innovation Nutrition Consulting is highlighting the emergence of fermented fruit ingredients as the trend to watch out for in the future.”

While supplement sales are growing nicely, so is the number of new launches, making strategies for differentiation more important than ever.

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