Paris-based Havea Group is a leading European Natural healthcare group, manufacturing a wide range of over-the-counter products, from food supplements to hygiene, across seven strategic brands.
Nicolas, you have been at Havea Group for almost 15 years, first as president of the Aragan brand and since the merger with Laboratoire Ponroy in 2017 as the group CEO. What has been your journey and how does that align with Havea Group’s mission?
I began my career as a healthcare strategy consultant, collaborating with leading companies in the sector. In 2010, I transitioned to Aragan, an innovative start-up specializing in food supplements, as Managing Director. My focus was on introducing a consumer-centric approach to an industry that had traditionally adopted a more product-focused perspective, particularly true in the pharmaceutical sector.
In 2017, I led the merger of Aragan with Laboratoire Ponroy, a larger natural health company, resulting in the creation of Havea Group. This combination brought together complementary strengths and expertise, unified under a shared mission: to enhance our customers' quality of life and champion the importance of prevention in healthcare.
At Havea Group, we design healthcare products that address the specific needs of consumers, pharmacists, and doctors across diverse markets, moving beyond a one-size-fits-all approach. Our portfolio spans seven distinct brands, each tailored to its own audience of consumers and prescribers.
Changes in healthcare reimbursement policies in France have opened the door to innovation in non-reimbursed supplements, enabling us to focus on higher-quality formulations. For example, products like magnesium and Omega-3, previously available mainly in lower-quality, reimbursed forms, can now be developed as premium supplements with optimized bioavailability, meeting the evolving demands of both healthcare professionals and consumers
What distinguishes Havea Group’s two supplement brands, Aragan and Vitavea?
Aragan is a pharmacist-focused brand, designed to meet their stringent standards. It’s all about quality, from expert dosages to the optimized bioavailability of ingredients like probiotics, minerals, essential oils, trace elements, and more. These products are scientifically formulated to ensure the highest efficacy and quality, enabling pharmacists to confidently provide the best to their customers. Aragan prioritizes quality over style, offering a comprehensive range of around 100 product references, empowering pharmacists to recommend tailored solutions for diverse patient needs
While Aragan excels in its close collaboration with pharmacists, Vitavea focuses on delivering accessible, high-quality consumer products designed to address everyday health and wellness needs. Both brands share a steadfast commitment to research and innovation at the core of their mission.
How does Havea Group ensure its R&D stays aligned with the latest scientific advancements?
Our multidisciplinary R&D team of 35 experts, including pharmacists and agronomic engineers, operates from our production site near Nantes, France, playing a pivotal role in our innovation process. By actively engaging with the extensive scientific literature on plant-based ingredients and advanced nutritional applications, the team develops targeted solutions tailored to the unique needs of diverse markets worldwide.
Additionally, we invest in continuous consumer and market analysis to identify unmet needs and adapt our product offerings accordingly, ensuring that our formulations are designed with high-quality ingredients optimized with maximum bioavailability.
Health concerns vary significantly across regions, shaping the supplements we develop. For example, vitamin K is highly sought after in Germany but less so in France, while Italy places a strong emphasis on probiotics and potassium-magnesium combinations. By recognizing and adapting to these cultural and pharmaceutical nuances, we create tailored solutions that meet the specific needs of each local market.
Havea Group operates across seven brands distributed in nearly 60 countries, selling 200,000 units daily. Where are your key markets?
Currently, 60% of our revenue is generated in France, with Italy contributing approximately 15%, Belgium 8%, and Germany around 5%. Additionally, our export business accounts for another 5%. Across Europe, each country presents unique dynamics that require tailored strategies. For instance, in France, pharmacists are the primary drivers of supplement sales, whereas in Germany, Heilpraktiker (licensed alternative health practitioners) play a significant role. In Italy, over 50% of the market is driven by doctor prescriptions. These distinct market characteristics necessitate customized approaches for each region, rather than a one-size-fits-all strategy.
We have established a central team in Paris dedicated to adapting our global brands to local market needs. This team analyzes pharmaceutical landscapes and identifies unmet consumer demands, enabling us to develop products that align with regional preferences and expectations. This agility is essential, as strategies that succeed in France may not seamlessly translate to Germany, Italy, or other countries due to diverse cultural and pharmaceutical practices.
To drive the international expansion of our group, we have significantly enhanced the capacity of our unique production site by investing in advanced high-performance machinery and doubling the size of our production team. For example, in capsule production, our goal is to locally manufacture 1 billion units annually, ensuring we meet the rising demands of global markets.
Havea Group’s recent acquisition Bears with Benefits taps into the younger demographic's interest in supplements. How do you see generational trends shaping the future of the industry?
The acquisition of Bears with Benefits demonstrates a strategic response to the rising interest in supplements among younger demographics, particularly those aged 20 to 35. Generational trends are redefining the future of the industry, with younger consumers driving demand for products that are not only scientifically validated but also seamlessly integrate with modern lifestyles and values. This cohort is highly informed about health and wellness, often leveraging social media as a key source of information, and takes a proactive approach to health, focusing on prevention rather than treatment. Their increased access to knowledge has heightened awareness of the benefits of supplements such as Omega-3 and collagen, and more.
This demographic places a high priority on convenience, transparency, and sustainability, as evidenced by the success of Bears with Benefits. The brand offers an extensive range of gummy supplements tailored to health-conscious routines, featuring natural, sugar-free options that align with consumer preferences. Launched as a direct-to-consumer (D2C) brand in Germany in 2018, Bears with Benefits quickly gained traction and has since successfully expanded into Italy. It exemplifies how generational trends are reshaping the supplement industry, driving innovation and new market opportunities.
Where do you see the European nutraceutical industry heading, and which partnerships will shape its direction?
The industry is clearly moving toward two major pathways: increased scientific backing and a strong focus on digital. On one side, there is increasing emphasis on products supported by robust clinical evidence. Consumers and healthcare professionals alike are demanding more scientifically validated supplements, particularly those targeting specific health needs such as fertility, women's health, and chronic condition management. On the other side, the digital space, including direct-to-consumer channels, is rapidly growing, although scaling is a challenge. Many digital-native companies struggle because, while the barriers to entry appear low, achieving success requires significant investments and streamlined operations across the value chain. To navigate this shift, we have made significant investments in AI-driven tools to integrate digital consumption patterns with the internationalization of our distribution. These technologies enable us to streamline operations, personalize consumer experiences, and scale effectively.
The current funding environment has become more restrictive, increasing the importance of demonstrating rapid, profitable growth. While this creates challenges, it also opens opportunities to identify and acquire innovative brands with strong potential. For example, our acquisition of Bears with Benefits highlights the importance of selecting scalable businesses with a clear value proposition. The U.S. market already sees over 50% of supplement sales occurring through digital channels, and this trend is steadily making its way to Europe. Companies that can adapt to these changes by combining scientific rigor with digital agility will be well-positioned to lead the industry’s future.
How does the American market compare to Europe’s in terms of nutraceutical consumption and education?
The American market is significantly larger, with €65 billion in supplement sales compared to Europe’s €20 billion. In the U.S., supplement use is deeply ingrained across demographics, driven by a combination of high healthcare costs and widespread awareness of the role supplements play in preventative health. Most households use multiple supplements, like vitamin C, magnesium and Omega-3, as a proactive approach to reducing the risk of costly medical issues. This cultural norm positions food supplements as an essential part of daily life. The US market represents for Havea a new challenge for the coming years as we will commercialise some of our products starting early 2025.
In Europe, the education process is slower, largely due to more accessible healthcare systems that mitigate the immediate financial impact of illness. However, this is changing as budgets tighten and life expectancy increases, revealing gaps in traditional diets. Preventative health and supplementation are gaining traction, with markets like France seeing substantial growth—tripling in size over the past 15 years. We anticipate continued growth in Europe as education around supplements improves, not just among consumers but also among healthcare professionals.
