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Herbal/Traditional Products in Belgium

Belgium herbal products market: Procter & Gamble Eurocor the leading industry player during 2012

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2014-01-27 19:36:02 - Herbal/Traditional Products in Belgium - a new market research report on

The Belgium herbal products market has the most fragmented competitive landscape in consumer health with nearly 300 small laboratories offering at least one herbal brand and commanding marginal shares. Procter & Gamble Eurocor and Solinest (distributor of Ricola in Belgium) are the leading players with shares of 18% and 11% in 2012.

Sales of herbal/traditional products were theoretically subject to the same fate as vitamins and dietary supplements in 2012. From 14 December 2012, the regulatory environment for herbal/traditional products became stricter, with new regulation of health claims. Thus, during the whole of 2012, players started to conform to the new EFSA regulation. However, it seemed that herbal/traditional products were less under scrutiny by the EFSA than non-herbal dietary supplements such



as glucosamine, and mainly probiotic supplements.

Opinions differ on the projected fortunes of herbal/traditional products in the coming five years. Some sources state that the fad for natural products in many markets should continue to fuel sales in this category. Others consider that the new EFSA legislation will wreak havoc in some categories, as it should do in most vitamins and dietary supplements categories in the short term.

Manufacturers will have to indicate for each brand variant the necessary dose to be efficient, the effects and proof of its efficiency with tests and studies. If not, some products could be forced to revise their claims and names if they convey a false or exaggerated image. In such cases, players may have to depend on high brand equity to offset the impact of the legislation. Once set up, even if the new legislation purges the category of less credible brands, some manufacturers think that it will become increasingly difficult to attract new consumers without slightly audacious claims.

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