Supplements: Where will you buy vitamins at the best price?

The nutritional supplements and vitamins market in Israel and worldwide has experienced significant growth in recent years, with an increase in the number of consumers of all age groups. The article examines the reasons for this growth, the current trends in consumption, the advantages and disadvantages of the supplements, and asks whether they are really necessary or whether it is a psychological phenomenon that acts mainly on the brain and less on the body.

What is good in Europe is good in Europe

In the last decade there has been a sharp increase in the consumption of nutritional supplements and vitamins in the world, mainly in the United States, Europe and Asia. In the United States over 70% of the adult population takes nutritional supplements regularly, while in Europe the per capita consumption is lower but the market is growing by about 5% per year. The nutritional supplements help deal with nutritional deficiencies caused by an unbalanced diet, a stressful lifestyle, chronic diseases and the aging of the body.

In Israel, nutritional supplements are not subsidized within the health basket because of economic costs, lack of uniformity in need and scientific doubts about their effectiveness. The process of importing additives is complicated and expensive, which makes it difficult to lower prices for the consumer. Strict regulation and the associated costs prevent many companies from starting the import process and discounting the products for the general public.

The health organizations are fighting products high in fat, sugar and sodium, as well as smoking products, but have not yet integrated and subsidized nutritional supplements in the medicine basket, which leads many to hesitate whether to consume them due to the high prices. The cost of living is evident not only in basic food products but also in vitamin supplements.

Attempts to lower prices are similar to reforms in cosmetics and food products from abroad. Despite the slogan "What is good for Europe is good for Israel," in practice, the process of importing additives is complicated and expensive. The strict bureaucracy and high costs prevent many companies from starting the process, which makes it difficult to discount the products for the consumer.

Despite the health benefits of the vitamins, the Ministry of Health in Israel does not include them in the general health basket.

There are several reasons for this:

Economic cost: Introducing vitamins and nutritional supplements into the health basket will entail significant costs for the health system.

Lack of uniformity in need: Not every person needs supplements, and nutritional needs vary from person to person.

Scientific doubts: Some supplements are not scientifically proven to be effective for the general population.

The differences in prices and strict regulation constitute significant challenges in the vitamin and supplement market, which makes it difficult to lower prices for the consumer.

The vitamin and supplement market in the world turns over $140 billion a year. In the United States, the market is estimated at about $40 billion per year, and in Europe the annual consumption per capita is about €70. In Israel, the market is growing and turning over a billion shekels a year, with the monthly average per consumer being about NIS 150. According to SATISTA company research, the Italian public leads consumption in Europe, while the Russian consumer is ranked the lowest. In Israel, the per capita consumption is low compared to Europe, but the market is developing with significant growth potential.

The factors for the growth of the market in recent years include:

Awareness of health and quality of life: People are aware of the need to maintain their health through proper nutrition and supplementing deficiencies.

Aging of the population: The increase in the elderly population requires solutions to prevent diseases and nutritional deficiencies.

Medical support: Doctors recommend nutritional supplements in cases of deficiencies or various medical conditions.

Increasing awareness of sports and health: Athletes and fitness enthusiasts use supplements to improve performance and recovery.

The corona crisis: Strengthening the immune system and completing nutritional gaps.

The popular types of vitamins and common brands

In Israel and around the world there are a number of particularly popular vitamins and supplements. Vitamins such as vitamin D, vitamin C, vitamin B12 and omega 3 are among the most popular due to their many health benefits. These are mainly requested by the older public, pregnant women, and consumers who avoid animal products. In Israel, the leading brands include Solgar, Altman, and Nutrilite. Globally, brands such as Centrum, Nature's Bounty and GNC lead the market.

The Israeli market offers a wide variety of brands and consumption channels, including private pharmacies, health insurance pharmacies, pharmacy chains such as Be and Super-Pharm, and dedicated sales sites. The market is divided into three segments almost equally, with the online market showing rapid growth and attractive price competition for consumers.

The price differences in the field

We surveyed the pharma chains and the sales sites in Israel and found gaps that reach more than 130% for the same product, the chains that surprised us with the fair prices are precisely the chains that do not star in the cheapest trio of marketing chains such as Tiv Taam and Shufersal which present a particularly attractive basket, a tour of the vitamin companies' websites can lead to us for significant savings in household expenses. 

Consumption patterns and buying barriers

The field is divided according to consumer characteristics:

Young and knowledgeable consumers: Perform in-depth searches on the web, identify opportunities and reliable sites.Older consumers: Prefer purchasing in familiar physical stores due to a lack of trust in online purchases.

A significant obstacle in buying paramedical products is the lack of supervision and reliability of products on unfamiliar websites or stores. Consumers prefer to buy from known and reputable chains, even if the price is higher.

Yossi Shalev, VP of Tiv Taam and Eden Teva Market, points out that "natural products and supplements have become part of the shopping basket and daily consumption, therefore the strategy was to combine a store within a large, professional department store with knowledgeable and understanding service representatives to let consumers buy everything in one place, We also put a lot of emphasis on price competition in the field and try to give the most profitable basket to customers in the field."

Online sales channels are growing not only in the local market but also on international sites such as IHERB, a popular platform for purchasing nutritional supplements among the Israeli audience. The site offers a wide variety of products at affordable prices compared to the prices in Israel.

Buying nutritional supplements from overseas has become popular due to the low prices and wide variety. It is important to check the quality of the products, their compliance with the strict standards of the countries of origin and user reviews. The major websites offer tempting advertisements and discounted prices, but the tightening of standards by the Ministry of Health is intended to ensure that the products sold are reliable and safe to use. 

Advantages and disadvantages of taking vitamins and supplements

Advantages:

• Completing nutritional deficiencies: Helps prevent a deficiency of vitamins and minerals essential for the proper functioning of the body.
• Improving physical and cognitive function: Contributes to improving general health, including brain function and physical ability.
• Immune system support: Strengthens the immune system and helps prevent diseases.

Disadvantages:

• Risk of overdose and negative reactions: Excessive consumption can cause health damage and negative reactions.
• High costs: Quality supplements can be expensive and not always subsidized.
• Lack of control over the quality of the products: There is a risk of purchasing products that do not meet strict standards, especially in online purchases.

The nutritional supplements and vitamins market in Israel and in the world is on a growth trend, thanks to an increase in awareness of health and quality of life. However, the need for supplements, their advantages and disadvantages, and the price differences in the market should be carefully examined. Increasing awareness and supervision can have a positive impact on public health and reduce financial expenses.

The lack of supervision and regulation by the state and the Ministry of Health leads to significant price differences between different chains and websites, with differences that can reach more than 100% of the product price. Household expenses in this area are not negligible, and if the doctors and nutritionists recommend the consumption of vitamins, it is necessary that the relevant authorities, including the Ministry of Health and Finance, work for a regulation that will benefit every citizen in the country, help maintain their health and reduce morbidity in Israel.

Based on the update of the prices of the marketing chains to the website of the Ministry of Economy and processed through the Pricez system, CHP, ZAP and the advertising of the chains and stores in the network.