cbi - ministry of foreign affairs the natural ingredients for health products market in europe
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CBI - Ministry of Foreign Affairs
The Natural Ingredients for Health Products market in Europe
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European market for natural ingredients for health products
CBI - Ministry of Foreign Affairs
• Consumption• Segments• Imports and exports• Where is the market?
What’s new on the European market
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Market segmentation for Health products
Different ways of looking at the European market:
Food supplements vs. herbal medicine
Interesting EU markets
Indication areas
System
CBI - Ministry of Foreign Affairs
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Food supplements / Herbal medicine
Global pharmaceuctical market
Self-medication market
Herbal medicine market
Leading EU markets for health products
Food supplements growth
CBI - Ministry of Foreign Affairs
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Global Pharmaceutical Market
CBI - Ministry of Foreign Affairs
Europe24%
Asia/ Australia29%Latin America
7%
Africa & Middle East4%
North America37%
2013
Europe19%
Asia/ Australia36%
Latin America7%
Africa & Middle East4%
North America38%
2018
Source: IMS, 2014
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Self-medication market
CBI - Ministry of Foreign Affairs
Cough and Cold27%
Analgenics24%Digestives
19%
Skin treatment15%
Vitamins and Minerals
14%
Source: AESGP 2014
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Herbal medicine market
Self medication accounting for around 11% of EU pharmaceutical market; €170 billion in 2013.
Herbal medicine accounts for up to 6% of pharmaceutical market in some European countries
German
y
France Ita
ly
Poland UK
Spain
00.5
11.5
22.5
21.7
0.890.60000000000000
10.25 0.217
CBI - Ministry of Foreign Affairs
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Leading EU markets for health products
CBI - Ministry of Foreign Affairs
2
4
3
1
Source: Euromonitor, 2013
Food supplements
Herbal medicine1
2
3
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Herbal Medicine and Food Supplements
CBI - Ministry of Foreign Affairs
Product launchesHerbal medicineGermanyAustria
1
Main herbal medicine markets;Traditional ingredients
Food supplementsProduct innovation
Product launchesFood supplementsItalyFrance
1
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Food supplement growth
Highest growth in Eastern Europe!
Eastern Europe: +60%
Western Europe: +13%
CBI - Ministry of Foreign Affairs
Source: Euromonitor, 2013
2013 20180
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2
3
4
5
6
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9
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Eastern EuropeWestern Europe
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Top 3 categories in leading food supplement markets
CBI - Ministry of Foreign Affairs
Country Nr. 1 Nr. 2 Nr. 3
Italy Digestive health
Immune system
General Health
Germany General Health
Bone health Memory health
France Energy Beauty Immune sytem
UK Joint health General health Heart health
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Top 5 herbals in leading food supplement markets
CBI - Ministry of Foreign Affairs
Germany UK Italy
- Ginkgo biloba- Artichoke- Olive- Grape- Soy- Ginseng - Caraway- Devil’s claw- Guarana- Fennel
- Evening primrose- Ginseng- St. John’s wort- Aloe- Devil’s claw- Valerian- Echinacea - Milk thistle- Garlic - Ginkgo biloba
- Aloe- Fennel- Valerian- Ginseng- Billberry- Passion flower- Lemon balm- Peppermint - Dandelion- Artichoke
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What to use it for? – indication areas
Obesity
Stress & Anxiety
Joint health
Immune system
Energy
Digestive health
Vascular system
Cognitive disorders
CBI - Ministry of Foreign Affairs
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How to measure indication areas?
Indicators!
Incidence of (related) health problems
Differences in EU countries
Differences in consumer groups
Development in recent years
Use of remedies
Prescription or OTC?
Natural or synthetic?
Herbal medicine or food supplement?
CBI - Ministry of Foreign Affairs
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Obesity
Indicators:
17% of EU population is obese
High: UK/Hungary (>25%)
Low: Romania (8%)
More than half EU population is overweight
Rate of obesity doubled past 20 years
European market for anti-obesity treatments is growing
CBI - Ministry of Foreign Affairs
Expected male obesity 2030
58%
40%
38%
35%
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Stress & Anxiety
Indicators:
Mental disorders affect more than 33% EU population
Depression: 10% of population (at one point)
Sales of antidepressants
High: Iceland, Denmark, Portugal, Sweden, Finland
Increased over 80% (2000-2010)
Work-related stress: 1 out of 4 sick days stress related, 40-54 years old
Sleep difficulties: 31% of population Western Europe
CBI - Ministry of Foreign Affairs
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Joint health
Indicators:
Rheumatism, arthritis
2007: 22% European population long-term muscle, bone and joint problems
Osteoarthritis highest for 70-79 year olds
But: remedies more often consumed with functional foods and beverages
CBI - Ministry of Foreign Affairs
Low incidince Rheumatoid arthritis
Higher incidence arthritis
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Immune support
Indicators:
Immune health problems:
Increase allergy incidences
5-15% European population affected by influenza
Increase immunodeficiency
European market for ‘Immune and Antihypertensive health products’ to grow by 45% (2009-2016)
increasing consumer interest
innovation by manufacturers
CBI - Ministry of Foreign Affairs
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Energy
Indicators:
Chronic fatigue syndrome
2012: 12% growth energy-boosting products (88% energy drinks)
Consumption energy drinks:
Adults: 30%
15-18 years old: 68%
CBI - Ministry of Foreign Affairs
Markets for energy drinks
575 mill. litres
325 mill. litres
318 mill. litres
Consumption energy drinks: adults
50%
45%
45%
46%
21%
22%
15%
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Digestive health
Indicators:
Symptoms (difficult to estimate prevalence)
40% of people suffered at least one digestive symptom (UK)
Irritable Bowl Syndrome: 5-25% in Europe
commonly treated with alternative therapies
Gastrointestinal diseases: among most common reasons morbidity and hospitalisation
GERD and functional constipation: affects 1 out of 6 people worldwide
CBI - Ministry of Foreign Affairs
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Herbal medicine systems
Most common:
Western Herbal Medicine
Ayurvedic
Traditional Chinese Medicine
Aromatherapy
Veterinary medicine
CBI - Ministry of Foreign Affairs
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Trade of MAPs vs. extracts
EU imports of MAPs
EU imports of extracts
Production of health ingredients
EU extraction industry
Suppliers of MAPs and extracts
CBI - Ministry of Foreign Affairs
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EU imports of MAPs, in € million
CBI - Ministry of Foreign Affairs
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3
3.8 South Africa
EU28 € 659 million
Top 3
Germany € 201 million
France € 78 million
Italy € 62 million
Source: Eurostat, 2015
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EU imports of extracts, in € million
CBI - Ministry of Foreign Affairs
1
2
3
1.7 South Africa
EU28 € 546 million
Top 3
Germany € 124 million
France € 98 million
Italy € 57 million
Source: Eurostat, 2015
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EU imports of fruit/produce powders, in € million
CBI - Ministry of Foreign Affairs
1
2
3
0.07 South Africa
EU28 € 96 million
Top 3
Spain € 38 million
Germany € 9.3 million
Italy € 7.3 million
Source: EU Export Helpdesk, 2015
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Suppliers of MAPs, 2014, in value
CBI - Ministry of Foreign Affairs
China8%
India6%
Egypt4%Turkey
3%Morocco
3%Kenya
2%Chile2%
Albania2%
Brazil1%Other DC
suppliers13%
Non-DC suppliers57%
Source: Eurostat, 2014
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Production of health ingredients
EU/EFTA is a large MAPs producer
1,200 – 1,300 native species used
130 cultivated
Rest wild
(sub-)Tropical species are imported
CBI - Ministry of Foreign Affairs
Western Europe Eastern Europe
organic well-documented MAPs close relationships buyers
• growing production, • sustainable wild-collection
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Largest EU MAPs producers
Source: EUROPAM (European Herb Growers Association)
CBI - Ministry of Foreign Affairs
European production 2005 (ha)
13,000
36,000
18,000
10,000
25,0007,000
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Suppliers of extracts
CBI - Ministry of Foreign Affairs
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EU extraction industry
Concentrated, countries with strong herbal medicine tradition
Germany: processes and trades largest share of MAPs in EU
Poland: extraction and hub for products Eastern Europe
CBI - Ministry of Foreign Affairs
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Where is the market in Europe? Who buys you NIs?
CBI - Ministry of Foreign Affairs
Salus Haus
Omegapharma
Neal’s Yard remedies
Leading health products manufacturers in Europe?
• Salus: Own cultivation center• Organic farming• Cultivation in Chile: 600 ha• Projects around the world• Where are purchasing decisions
taken?• Direct contact with suppliers?
A. Vogel
Primavera
Pukka Herbs
Arkopharma
Holland & Barrett
Dr. Wilmar Schwabe
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SMEs for health products in Europe?
In most countries: industry consolidation
Italy: 700 small laboratories
UK: previously many SMEs
France: international players
Germany: large players, also in other markets
CBI - Ministry of Foreign Affairs
Do these buy direct?
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Leading health product manufacturers and traders in Europe?
CBI - Ministry of Foreign Affairs
Naturex
Indena
Worlee
Martin Bauer
Or more specialised players?• Regional focus?• Natural?• Certification?• Ingredient
categories?
For all:• Where?• Who?• What?• How?
Kräuter-MixPfannenschmidt
EPO
Nexira
Fytosan
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European organic markets
CBI - Ministry of Foreign Affairs
Northern Europe
Developed & stable market Sustainability: requirement
from industry & consumers Large organic market share: High consumer purchasing
power
Southern Europe Developed organic production Developing market High growth rates
Eastern Europe
Promising market High growth rates Low consumer
purchasing power and awareness
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European fair trade markets
CBI - Ministry of Foreign Affairs
Northern Europe
High growth rates
Sustainability: requirements from industry and consumers
High consumer purchasing power
Southern and Eastern Europe
Low development and awarenessPromising markets?
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Information sources
Food supplements:
France: www.synadiet.org
Italy: www.federsalus.it
Self-medication:
Association of the European Self-Medication Industry: www.aesgp.eu
Health products (food supplements, herbal medicine, ingredients):
www.nutraingredients.com
www.nutraceuticalsworld.com
Trade data:
Eurostat: ec.europa.eu/eurostat (fee)
EU export helpdesk: exporthelp.europa.eu
CBI - Ministry of Foreign Affairs
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Questions and answers
CBI - Ministry of Foreign Affairs