Workshop: adapting strategy to the crisis

crisis strategy
live workshop


Do you have an agile nutraceutical brand? And you see the crisis as an opportunity to shift market shares? Then this digital workshop is for you. Live on the 2nd of June at 10 AM (CET). If you can’t attend, register anyway and receive the recording & presentation.

a chance to grow market shares.


The pandemic and consequent economic crisis will affect the food supplement industry, but they can also present opportunities for agile brands. We’ve seen our clients grow during the post-2008 financial crisis, and so we’ve partnered with Nathan Gray (former Senior Editor of NutraIngredients), FMCG Gurus, and Agnitio, to create a digital workshop for brand owners who are ready to adapt. In the workshop, expert panelists will advise you on adapting strategy of product launches, positioning, marketing tools, and sales channels.

If you cannot attend the live event, register to receive the recording & presentation.

Key points covered in the workshop:

  • Case studies of adjusted marketing & sales strategies by successful nutraceutical brands
  • Market research on the effects of the pandemic and recession on consumers
  • Benefits of digital medical detailing during the pandemic and beyond
  • Interactive Q&A session with attendees’ business challenges



The highest growth for the next 5 years is expected for Thailand and Vietnam, while the more mature market of South Korea is projected to exhibit less growth. However, the latter is already nearly 4 times the size of the UK market.

indications, forms & plans.


Klopčič went on to add: “The top-performing categories vary significantly from market to market, but the most common to take top positions are immune system, bone health, cognitive health, beauty and other health areas. The latter is a category where we often find products such as the ones addressing iron deficiency, where we are specialists. Our iron line has been in high demand because iron deficiency is typically more problematic in the region and the available solutions often come with drawbacks such as low absorption and side effects.

With markets evolving faster and faster and consumers in Southeast Asia demanding more and more from their supplement user experience, we are increasingly partnering with companies in the region by providing them with supplements in liquids, sachets, sprays, and other user-friendly product forms. Not to dismiss more traditional, yet still successful capsules and tablets.

We are currently working in Vietnam and South Korea and we are in various stages of registration processes in Indonesia, Malaysia, and the Philippines. We have already seen 100% growth in business from Southeast Asia last year and we project the growth to rise to more than 150% with the launch of more products.”

This year we are expecting results of two clinical trials –
on our immunity and iron supplements.

The trials were designed according to gold standards and with them, we plan to fill the gaps in the two segments by providing our clients with clearly differentiated products and clinically proven efficacy. We are also successfully developing business in the region with solutions addressing sleep and prenatal supplementation.

In our view, the only way to get lasting consumer trust is to provide supplements with benefits one can feel and prove.

reach out.

Immunity: answering increasing demand

immunity: answering
increasing demand


It is a fact that the demand for immunity supplements is skyrocketing. But how do you address it quickly enough and differentiate from the current flood of “silver bullet” solutions? More importantly, how do you avoid damaging your brand image and succeed for longer than just a couple of months? Click on the presentation below to see how we are achieving results with our partners and what we offer in our portfolio.

growth & quality.


In the article, our S&R Director Maja Orešnik reveals some of our plans:

  • orodispersible powders in stick packs
  • new product lines targeting stress, oral health and pain
  • extension of our pregnancy product line

2020 is promising to be an exciting year, with the first new launches
coming already in spring.

The presentation includes:

  • 4 key points that enable our partners an advantage
  • overviews of >your< immuniq line and >your< ultra-C line
  • the process of next steps to launch explained


The highest growth for the next 5 years is expected for Thailand and Vietnam, while the more mature market of South Korea is projected to exhibit less growth. However, the latter is already nearly 4 times the size of the UK market.

trial/award/fact.


{Your} Iron Syrup’s efficiency was confirmed in a gold-standard clinical trial encompassing 50 children. Upon administration of our product for 12 months, ferritin levels were icreased by 56% when compared to placebo.

indications, forms & plans.


Klopčič went on to add: “The top-performing categories vary significantly from market to market, but the most common to take top positions are immune system, bone health, cognitive health, beauty and other health areas. The latter is a category where we often find products such as the ones addressing iron deficiency, where we are specialists. Our iron line has been in high demand because iron deficiency is typically more problematic in the region and the available solutions often come with drawbacks such as low absorption and side effects.

With markets evolving faster and faster and consumers in Southeast Asia demanding more and more from their supplement user experience, we are increasingly partnering with companies in the region by providing them with supplements in liquids, sachets, sprays, and other user-friendly product forms. Not to dismiss more traditional, yet still successful capsules and tablets.

We are currently working in Vietnam and South Korea and we are in various stages of registration processes in Indonesia, Malaysia, and the Philippines. We have already seen 100% growth in business from Southeast Asia last year and we project the growth to rise to more than 150% with the launch of more products.”

This year we are expecting results of two clinical trials –
on our immunity and iron supplements.

The trials were designed according to gold standards and with them, we plan to fill the gaps in the two segments by providing our clients with clearly differentiated products and clinically proven efficacy. We are also successfully developing business in the region with solutions addressing sleep and prenatal supplementation.

In our view, the only way to get lasting consumer trust is to provide supplements with benefits one can feel and prove.

reach out.

>Your< Iron Line: latest insights & launches

>your< iron line:
latest insights & launches


One of our most successful product lines is expanding by no less than 4 new product launches, including one new product form. We prepared an overview of the new developments, the entire line, the latest market insights and how our partners have succeeded with our iron products on their markets worldwide.

growth & quality.


In the article, our S&R Director Maja Orešnik reveals some of our plans:

  • orodispersible powders in stick packs
  • new product lines targeting stress, oral health and pain
  • extension of our pregnancy product line

2020 is promising to be an exciting year, with the first new launches
coming already in spring.

The presentation includes:

  • information on 4 new product launches
  • latest market insights: projected CAGR and growth in consumer interest
  • market flaws our partners utilized and how successful the line is


The highest growth for the next 5 years is expected for Thailand and Vietnam, while the more mature market of South Korea is projected to exhibit less growth. However, the latter is already nearly 4 times the size of the UK market.

trial/award/fact.


{Your} Iron Syrup’s efficiency was confirmed in a gold-standard clinical trial encompassing 50 children. Upon administration of our product for 12 months, ferritin levels were icreased by 56% when compared to placebo.

indications, forms & plans.


Klopčič went on to add: “The top-performing categories vary significantly from market to market, but the most common to take top positions are immune system, bone health, cognitive health, beauty and other health areas. The latter is a category where we often find products such as the ones addressing iron deficiency, where we are specialists. Our iron line has been in high demand because iron deficiency is typically more problematic in the region and the available solutions often come with drawbacks such as low absorption and side effects.

With markets evolving faster and faster and consumers in Southeast Asia demanding more and more from their supplement user experience, we are increasingly partnering with companies in the region by providing them with supplements in liquids, sachets, sprays, and other user-friendly product forms. Not to dismiss more traditional, yet still successful capsules and tablets.

We are currently working in Vietnam and South Korea and we are in various stages of registration processes in Indonesia, Malaysia, and the Philippines. We have already seen 100% growth in business from Southeast Asia last year and we project the growth to rise to more than 150% with the launch of more products.”

This year we are expecting results of two clinical trials –
on our immunity and iron supplements.

The trials were designed according to gold standards and with them, we plan to fill the gaps in the two segments by providing our clients with clearly differentiated products and clinically proven efficacy. We are also successfully developing business in the region with solutions addressing sleep and prenatal supplementation.

In our view, the only way to get lasting consumer trust is to provide supplements with benefits one can feel and prove.

reach out.

Southeast Asia regional market insights

Southeast Asia
regional insights.


PharmaLinea’s Business Development team has recently concluded an extensive business trip in Southeast Asia, visiting partners and new contacts. Mr. Jernej Klopčič, our Business Development Director, was asked to share some of his experience in an interview by NutraIngredients-Asia, scheduled to be published shortly. He also conveyed some of the latest insights from the region for us.

growth & quality.


Klopčič stated: “We’ve been seeing a lot of demand and consequently concentrated a lot of our activities in Southeast Asia in the past couple of years and it’s no coincidence. It all stems from a growing middle to upper-class consumer base, that is not only health-conscious but also educated. We find our best partners in markets where consumers value scientific support and this is increasingly becoming the characteristic of Southeast Asia.”

The number of pharmaceutical companies in the region starting nutraceutical subdivisions speaks of how the market is evolving towards quality.

Such companies demand product stability and fit our high-quality standards. Additionally, there has been a trend lately of more and more Southeast Asian countries demanding GMP certification of food supplement manufacturers. This clearly reflects the quality direction the region is headed towards.

The highest growth for the next 5 years is expected for Thailand and Vietnam, while the more mature market of South Korea is projected to exhibit less growth. However, the latter is already nearly 4 times the size of the UK market.

trial/award/fact.


{Your} Iron Syrup’s efficiency was confirmed in a gold-standard clinical trial encompassing 50 children. Upon administration of our product for 12 months, ferritin levels were icreased by 56% when compared to placebo.

indications, forms & plans.


Klopčič went on to add: “The top-performing categories vary significantly from market to market, but the most common to take top positions are immune system, bone health, cognitive health, beauty and other health areas. The latter is a category where we often find products such as the ones addressing iron deficiency, where we are specialists. Our iron line has been in high demand because iron deficiency is typically more problematic in the region and the available solutions often come with drawbacks such as low absorption and side effects.

With markets evolving faster and faster and consumers in Southeast Asia demanding more and more from their supplement user experience, we are increasingly partnering with companies in the region by providing them with supplements in liquids, sachets, sprays, and other user-friendly product forms. Not to dismiss more traditional, yet still successful capsules and tablets.

We are currently working in Vietnam and South Korea and we are in various stages of registration processes in Indonesia, Malaysia, and the Philippines. We have already seen 100% growth in business from Southeast Asia last year and we project the growth to rise to more than 150% with the launch of more products.”

This year we are expecting results of two clinical trials –
on our immunity and iron supplements.

The trials were designed according to gold standards and with them, we plan to fill the gaps in the two segments by providing our clients with clearly differentiated products and clinically proven efficacy. We are also successfully developing business in the region with solutions addressing sleep and prenatal supplementation.

In our view, the only way to get lasting consumer trust is to provide supplements with benefits one can feel and prove.

reach out.

Top business insights of 2019

top business
insights of 2019.


Being a newly selected member of the Vitafoods Europe Steering Committee, visiting partners across the globe and participating in industry events such as NBJ summit, Vitafoods, CPhI and Supply Side West, PharmaLinea accumulates a lot of information on industry developments. Instead of simply listing the obvious 2019 trends, we give you valuable insights you don’t read elsewhere.

#1 – brain health in the spotlight.


Without a doubt the most discussed health area is everything brain-related. Ranging from cognitive support, sleep, stress, mood, energy and focus, ingredients and products are emerging everywhere and with mixed positioning.

However, our business insight shows the hype within the industry is not yet reflected by sales data across all markets and in all of the mentioned subcategories. Thus, caution and clever launch strategy is required.

#2 – form innovation and the rise of recalls.

The shift of industry interest from tablets and capsules is remarkable. Shots, gummies, orodispersibles, sprays and chewables are all in high demand.

Business insight: there is an increasing amount of tests and reports of products not delivering the promised ingredients. When selecting advanced delivery forms, testing product stability needs to be considered and weighed against the cost of a recall.

The highest growth for the next 5 years is expected for Thailand and Vietnam, while the more mature market of South Korea is projected to exhibit less growth. However, the latter is already nearly 4 times the size of the UK market.

trial/award/fact.


{Your} Iron Syrup’s efficiency was confirmed in a gold-standard clinical trial encompassing 50 children. Upon administration of our product for 12 months, ferritin levels were icreased by 56% when compared to placebo.

#3 – march of the internet giants.


As was made evident at the NBJ summit in July, Amazon and Alibaba are taking food supplements head on.Traditional outlets such as Vitamin Shoppe are losing income and being forced to evolve.

Business insight: especially in larger markets where they have interest, Amazon will likely control much of the offer available to consumers and push their own brand. Read more on finding a strategy to adapt.

#4 – other NPD trends.

Other indications booming in the industry are beauty from within, the gut and everything stemming from it – especially immunity.

Business insight: a lot is being done in consumer education on the latter globally and we expect general awareness to follow. Plant-based, sugar-free and preservative-free are becoming the norm in the most developed markets, but country-specific regulatory and consumer requirements vary.

#5 – the personalized nutrition hype.


Data shows consumer interest, round-tables and headlines are occupying the industry. But are we already able to deliver anything significant, actually personalized?

Business insight: non-marketing-driven companies and R&D departments agree – we are still not at a sufficient level of data interpretation to deliver truly personalized and complete solutions. At the moment the credible opportunity is increasingly accessible and accurate testing for certain micronutrients and accordingly adjusted dosing.

Such collected information can be used to try and foresee the trends of the coming year and prepare new product development accordingly. It can also be used to look back at our year’s launches and asses if we predicted the 2019 trends correctly one year ago. Below is a collection of our 2019 launches. We invite you to have a look and see how we did.


In our view, the only way to get lasting consumer trust is to provide supplements with benefits one can feel and prove.

reach out.