The data shows that the average per capita consumption of food supplements in Romania is worth €35.42, based on a population of 19 million, while the European Union market for food supplements shows an average consumption of €89 per capita. In Portugal, for example, the market is valued at €600 million for a population of 10 million, which translates to an annual per capita consumption of €60.
"The growth of the local food supplement market is a sign that Romanians are beginning to educate themselves about the importance of dietary supplements in maintaining good health, but there are also many challenges. There have been many cases where patients have been promised 'magic pills' that can solve all their health problems or marketing campaigns explaining that they have to pay a very high price for effective products. At Type Nature, we manage to bring to the Romanian market products of the highest quality at a fair price, through efficient cost management and ethical mark-ups," said Valentin Popescu, co-founder of Type Nature.
According to him, in recent years, the food supplement market in Europe has developed tremendously and competes with the most competitive markets worldwide. "We can guarantee all our patients access to cutting-edge innovative products, both in terms of formulations, patented ingredients and forms of administration," added Type Nature's co-founder.
"In its 37 years of activity, Dietmed has been guided by three core values: quality, rigor, innovation. In most of the products we put on the market we have patented ingredients and we work with the world's leading raw material producers. We invest in research and development through partnerships with universities in Portugal. The Romanian market is attractive because of its potential for growth in the coming years. Over the last four years, we have developed a sustainable partnership with Type Nature, with whom we want to reach as many Romanians as possible with our products," said Antonio Jose Almeida Almeida Santos, CEO and owner of Dietmed.
The Portuguese company Dietmed is a family business in its second generation, which was 37 years ago. It currently operates in 20 countries on three continents. The company's turnover in 2024 will increase by 18% to €27 million.
According to the cited study, in Romania, the most consumed supplements are probiotics, hepatoprotects and products for respiratory tract immunity while, comparatively, in Portugal, the dominant categories are multivitamins and minerals, followed by memory and brain boosters.
Type Nature, almost double turnover in 2024
Type Nature imports and promotes over 130 Dietmed products in Romania, a Portuguese manufacturer of dietary supplements with 37 years of experience. In 2023, Type Nature reported a turnover of RON 5.1 million and forecasts for 2024 an increase to RON 9 million. Type Nature products are distributed in more than 1,000 pharmacies in Romania, with a target to expand to 2,000 locations by 2027, including presence in pharmacies and online stores, to cover 70% of the market.
From the Type Nature portfolio, the best-selling products are the hepatoprotectant "Milk Thistle," the probiotic "Acidophilus" and the brain tonic "Cerebral Vitamineral."
What you need to know about dietary supplements
Dietary supplements have a beneficial impact on health, but using quality raw materials is essential. Type Nature products are labeled with clear statements such as "sugar-free," "alcohol-free," "gluten-free," "lactose-free," and "diabetic tolerated."
