The consumption of dietary supplements is no longer a habit restricted to physical activity practitioners and has become established in a large part of Brazilian households. A survey by the Brazilian Association of Food Industries for Special Purposes and Congeners identified the presence of these products in 59% of households in the country, with at least one resident consuming the category, a 10% increase over the first edition of the study in 2015. The sector's expansion accompanies the change in public behavior, which incorporated supplementation into health care routines and adopted stricter selection criteria.
Abiad, responsible for the survey, points out that those who intend to enter the business need to structure a brand capable of maintaining positioning, margin, and operation against companies already established in the market. The initial diagnosis must precede the product choice, guiding the strategic decisions of the private label.
Alex Botta, commercial director at Hilê, observes that the demand for private labels is growing, but tends to arrive at the industry with the order of decisions reversed. According to him, the most recurring mistake is to start with the question about which product to manufacture, without first conducting an adequate diagnosis of the market and consumer needs.
