The direct door-to-door selling channel for supplements seems to grow. This data arrived from the Italian Integrators – AIIPA (New Line Market Research data) and AVEDISCO.
Distribution channel analysis
Chemistry represents over 80% of the value of the entire purchased in absolute terms, but the growth rate is decreasing.
The growth rate of the GDO is more dynamic with an increase in turnover from 237 million euros in 2017 to 256 million euros in 2018.
The volume of Associate Companies involved in the door-to-door sales segment grew 16.8% in 2017 compared to the same period of 2016 and recorded a turnover of more than 425 million.
The preferred food supplements in the different distribution channels
Probiotics and mineral salts are the two most requested categories of supplements in pharmacies and parapharmacies: specifically, probiotics represent 13% of the total in pharmacies. In the GDO, however, the most purchased are the mineral salts, which compared to the same period of 2017, have recorded a growth of 20.3% and alone account for 12.5% of total supplements.
In Direct Sales, the most popular category of supplements are multivitamins, followed by Omega 3.