Vitamin D & COVID-19 – scientific review

vitamin D
& COVID-19


Both industry and consumer media are flooded with more and more findings linking vitamin D and COVID-19. Our Science & Research team performed a critical review of the available publications and our marketing team collected data on the market reaction.

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.

Key findings of the scientific review:

  • the relationship between low vitamin D levels and COVID-19 occurrence and severity has been shown in a significant number of studies
  • vitamin D is cheap, safe, and has many known benefits – there is nothing to lose from supplementation and potentially much to gain
  • more well-designed interventional studies are needed to confidently state that vitamin D supplementation aids in response to COVID-19


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.”

The market is growing at an outstanding rate.

Google trends data show that 2020 saw 35% more searches for “vitamin D” than 2019. According to Euromonitor, the global vitamin D market will grow 13,1% y-o-y in 2020. Many markets show very high CAGR in 2019-2025 (e.g. 14,7% in Russia)



To answer increased demand, our partners have been successfully launching both our dedicated vitamin D3 products and >Your< Immuniq Line products, which contain vitamin D3. With a short time to market and clear product differentiation, our vitamin D3 products were well received in different markets and their turnover has tripled in 2020. View the presentation below to see how we can support you in addressing the vitamin D market.

reach out.

Eye health supplements in focus in 2020

eye health
supplements
in focus.


As quarantines have moved more of our life to digital channels and exposure to screens has increased, we see the opportunity for eye health supplements to be very timely. For example, Euromonitor data shows that eye health is one of the 5 categories that had higher y-o-y growth in 2020 than the entire category of food supplements on average.

who can eye health supplements target?


Modern lifestyle, poor nutrition, and staying indoors may all contribute to eye health issues, which often start early in childhood and accompany individuals throughout life. At present at least 2,2 billion people around the world have a vision impairment such as age-related macular degeneration (AMD), glaucoma, refractive errors, cataract, diabetic retinopathy, corneal opacity, and trachoma. At least 1 billion have a vision impairment that could have been prevented or is yet to be addressed. This is the target group that eye health supplements can aim to help.

recent events have increased the opportunity.

The future of nutritional industry addressing eye health is very bright. FMCG Gurus consumer insights show that 51% of global consumers are currently not satisfied with their eye health, whilst 37% of these consumers believe their eyesight has gotten worse over the last 2 years. Especially recently, as quarantines have moved more of our life to digital channels and exposure to screens has increased, we see the opportunity to be very timely.

Euromonitor’s data is an indicator of this, as it shows that eye health is one of the 5 categories that had higher year-over-year growth in 2020 than the entire category of food supplements on average. Also, as the number of awareness campaigns of the harmful effects of exposure to screens grows, so will the demand for effective, clinically substantiated, and convenient solutions.

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.

the supplement market is still flawed.


The market is in its early stages of development, which is characterized by the majority of products being based on herbal commodities or low-quality carotenoid sources, with no direct scientific proof of efficacy. Growing awareness and an aging population present a clear market opportunity for preventive products but they need to have all the scientific support. Because products do not have an immediate effect, consumers must have only scientific data to rely on.

Despite the widely present phenomenon of pill-fatigue, capsules remain the highly prevalent form of eye health products. Difficulties that the elderly experience with swallowing along with generally more demanding consumers both call for innovation in terms of user-friendly, convenient product forms.

There are too few products dedicated to children, especially under the age of 12. Neglecting eye health during early childhood and adolescent years can have consequences later in life as it can increase the risk of eye-related health problems. Early intervention may be the best way to help improve natural macular protection and prevent or delay age-related eye disorders.

Another challenge and also an opportunity is product stability. Development of eye health products is a particularly difficult process, requiring expertise in carotenoids’ stability in user-friendly product forms. PharmaLinea’s R&D has found carotenoids to be highly unstable, especially in liquid form. Product stability throughout the whole shelf-life presents an opportunity for challenger companies and a must for established brands aiming for the support of ophthalmologists.

taste is key for preventive products.

As is the case with all preventive products, where there is no acute problem motivating the user, compliance is one of the main challenges with eye health supplements and this is easiest overcome with user experience. Especially to motivate children, we knew we had to make the products delicious, so we are very pleased we managed to develop a syrup for children that was awarded for taste by industry professionals at Vitafoods.

the future of eye health supplements.


Effects on vision, felt by older adults, have been motivating private label supplement manufacturers into developing eye health supplements for some time now, but the vast majority is still based on basic multivitamins, herbal commodities, or low-quality carotenoid sources with no direct data on efficacy or bioavailability.

However, we do see that promotion done by the best ingredient suppliers is paying off and that branded and studied ingredients are appearing more and more on finished products’ ingredient lists. The entire food supplement space is slowly starting to address consumer demand for higher quality and tangible data on efficacy and eye health is following suit.

We also see that our partners, when promoting our private label eye health supplements in their markets, are very successful in developing and utilizing communication of clinical data both to doctors and consumers. In the future, we thus expect to see more clinical studies on finished products, more user-friendly forms, and also line extensions to other areas of ocular health.


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

reach out.

Stress supplements market opportunity

stress:
market review


59% of consumers globally suffer from stress and FMCG Gurus observed a 19% increase in consumers concerned about their mental wellbeing as a result of the coronavirus from April to May 2020. Find more insights on the stress supplements market and the reasons why we launched a new product line in this segment in the presentation below.

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.

Stress supplements market opportunity
The presentation includes:

  • latest consumer insights: the impact of COVID-19 on mental wellbeing concerns
  • review of the stress supplement market and its gaps
  • main advantages of >Your< Stress Line and reasons to launch


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.”

COVID-19 market trends:
Stress supplement demand rising

NutraIngredients recently published an article covering the growing stress supplement market opportunity and PharmaLinea’s newly launched >Your< Stress Line. In the piece, Nikki Hancocks featured interesting market data and comments from our S&R Director Maja Orešnik.



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

reach out.

Workshop: adapting strategy to the crisis

crisis strategy
digital 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. The event was held live on the 2nd of June but you can view the recording and presentation on demand.

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 advise you on adapting strategy of product launches, positioning, marketing tools, and sales channels.

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.