Many factors can influence how your nutraceutical product will be accepted among consumers and in the food supplement industry. The “Made in EU” label aspect is shown to create a more positive product perception, especially among non-European consumers. By choosing a private label supplement produced in the European Union for your next product launch, you may improve your chances for success.
This article will provide a deeper look into the importance of this label, its perception in the food supplement industry, the reasons behind this perception, and markets where the “Made in EU” label is most positively perceived. We will also support our hypothesis with a case study on a bone health product, launched by PharmaLinea’s partners in Southeast Asia.
To mark goods and protect their market from cheap imports and brazen product copies, the Britons introduced the “Made in” label in the 19th century. The label quickly evolved from “Made in Britain” to “Made in Germany”, as German-made products became a standard for quality products during the 1950s.
In 2003, the European Commission introduced the “Made in EU” label. Among other things, this label represents short transportation routes, fair working conditions, and high quality of the products.
One of the factors that determine how consumers perceive a certain brand or product, generally and in the nutraceutical industry, is the “Made in EU” label. In a survey, performed by Statista and Dalia Research in 2017, products made in European Union ranked in third place worldwide when measuring how positively they are perceived among consumers.
European products enjoy an above-average reputation regarding all product attributes but are especially well-rated in quality, technology, and high safety standards. The survey results also showed such products are particularly highly regarded outside the EU.
There are various reasons for the positive perception of nutraceutical products labeled “Made in EU”. The one that stands out is safety.
All nutraceutical products manufactured in the European Union are subject to EFSA’s regulations. Those include:
In the European Union, all nutraceutical products need to be compliant with local regulatory requirements. Consequently, there are fewer self-affirmed processes, where companies confirm by themselves, they are in line with regulatory expectations. As a private label supplement company, PharmaLinea is expected to meet the same requirements and we advise our partners to stick to the EFSA-confirmed claims.
With products launched by our partners, we notice that the “Made in EU” label is especially important to consumers in the SEA, LATAM, MENA, and CIS regions.
For example, we have launched a K2+D3 product with a partner in Southeast Asia. The product is very successful in the SEA region – it was launched in 2019 and became the no. 1 in the market in the 3rd year post launch. In 2022, our client sold over 1 million units and held around 30% market share.
Our partners communicate the product’s origin (the “made in EU” label) frequently and in various ways. For example, they list “imported from Europe” as one of the key USPs. The “Made in Europe” logo is on the product packaging, and it is included in the videos that advertise the product.
In the nutraceutical industry, as well as in general, the “Made in EU” label is shown to create a positive product perception among consumers. Consumers believe such products to be of higher quality and safer to use. The latter is based upon the fact that nutraceutical products, manufactured in the European Union, are subject to EFSA’s strict regulatory processes. The “Made in EU” label is especially well-perceived among non-European consumers in the SAE, MENA, CIS, and LATAM regions. Brands in those regions communicate the label on their websites, among their USPs, on product packaging, and even in videos. According to the case study, performed on a product launched by PharmaLinea’s partners, great market success can be achieved by launching such products.
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