Supplements For Children 5-12 Years - European Market

There are a broad variety of European product and market potentials for new supplement

concepts that specifically target the segment of children in the school age, i.e. 5 to 12 years. However a careful product concept planning has to be laid out, as there are also many concerned stakeholders relating to this particular segment.

Economic and regulatory structures are changing significantly in the markets from 2007 to the middle of 2010. This change is driven by the entry of larger multinationals attracted by rapidly growing EU populations and strong GDP growth and the virginity of a new segment. The market goes in three direc-tions; i.e. private label, local manufacturers and the large pharmaceutical com-panies which are hungry for more OTC business. Harmonizing the dietary sup-plements industry is negatively impacting on small and medium size busi-nesses, with more confusion, financial pressure and barriers to free trade.

Children have a different physiology than adults. This is the reason that some nutrients are in demand in much higher quantities as in adults. Examples are clearly calcium, fatty acids and other important building blocks, which are now found in kids versions. However, other micronutrients are also relevant to ensure the daily needs in spite of a healthy diet. Kids vitamins market is up for revival and revision in terms of new special supplements, removal of chemistry and to ensure that kids really like to take the products every day. This market is estimated to represent approx1 billion EUR in 2010 and to grow approximately by a compound annual growth on 11% in Europe.

The format is quicly moving from tablets to chew tablets to soft gels to gummies, which now is becoming more and more the delivery system. In relation to formulations there are trends towards natural as: Natural Beta Caro-tene seems to be increased in use as well as some products additionally con-tains Luteine, Vitamin C: increasing addition, multivitamin trend, And herbal additions as Echinacea, Schisandra etc.

Ingredients Observations

* Vitamin C and the common cold combined with other ingredients

* Vitamin D increasing intakes may create new demands

* Vitamin K the Bone growth support is missing

* Antioxidants Now becomes differentiated OPCs PACs and more Super fruit revolution

* Omega DHA popular for cognitive development

Opportunities

* Vitamin C and the common cold

* Gummies or Stick Packs?

* Assortments

* Vitamin D intakes under discussion

* Probiotics

* High Profile or Low Cost

* Following Merchandise Trends

* Channel Changes

* Co Branding or Private Label

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