Did you know the European dietary supplements market is looking incredibly healthy right now? With aging populations, rising healthcare costs and an increasing focus on wellness, it’s projected to grow from $14.85 billion in 2019 to $33.80 billion by 2027. However, tapping into this lucrative market is far from straightforward. Complex regulations, distinct consumer preferences, plus Brexit-related changes can create a maze for brands trying to expand into Europe.

But fear not! To help you navigate your way successfully through these challenges, the team at Rubicon Bridge, in partnership with Pattern (the world’s largest third-party reseller on Amazon), have created this comprehensive playbook to regulatory compliance in Europe and brand growth.

The Opportunity: A Dynamic Market

Despite its complexities, the European market offers immense potential for growth. Key drivers include:

• Aging populations: With longer life expectancies, consumers are increasingly investing in preventative healthcare.
• Customization: Demand for personalized nutrition solutions is rising.
• Novel products: Innovations like energy gummies and botanical blends are gaining traction.

The top trends for 2024 highlight opportunities for brands to align their offerings with consumer needs. In this post-pandemic world, popular categories include mood and stress support, skin health and female-focused supplements.

However, before you leap into action, there is one word of warning: In Europe a one-size-fits-all approach simply won’t cut it. Each country has distinct preferences and regulatory requirements. Regulatory compliance in Europe is one of the main blockers to brands expanding overseas.

The Challenge: Complex Regulations

One of the biggest hurdles for US dietary supplement brands entering Europe is regulatory compliance. Post-Brexit, the UK and EU operate under separate regulatory frameworks. For brands aiming to sell in both, navigating this dual landscape can be overwhelming.

Lee Gray, Business Development Director at Rubicon Bridge, explains the challenges:

“Regulations differ at the EU and national levels, and Amazon, the dominant e-commerce platform, has its own stringent requirements.”

Amazon’s compliance demands include localized labeling, pre-market notifications and certifications like HACCP (Hazard Analysis and Critical Control Points) or GFSI (Global Food Safety Initiative). In countries like France, Italy and Spain, failure to meet these requirements can mean disappointment and frustration, with products blocked from the marketplace.

The Solution: Tools for Simplifying Compliance

Enter Rubicon Bridge, The Reg Tech Tool™. This dynamic platform takes the guesswork out of compliance by:

1. Streamlining checks: Upload product formulations and instantly assess compliance across multiple markets.
2. Identifying risks: Highlighting non-compliant ingredients and offering solutions.
3. Providing mandatory copy: Generating compliant labels and claims tailored to each country.

Loren Israelson, Founder and President, United Natural Products Alliance (UNPA), highlights the tool’s speed and accuracy:

“When I saw a live demo a couple of months ago, it was astonishing! I was so used to people working on a product label for three to six months and never really feeling they had it right. After going through it with Rubicon, we made a couple of models and I just threw some ingredients at it and, on the spot, we built a product and a label and it was done.”

What used to take months can now be done in minutes. So, it’s fair to say, Rubicon Bridge, The Reg Tech Tool™is a game-changer for brands looking to enter Europe, offering frictionless internationalization at the touch of a keyboard.

Pattern complements this with its expertise in e-commerce. Acting as a sole reseller for brands, Pattern ensures compliance with Amazon’s rules while optimizing product listings for growth.

Strategic Entry: A Step-by-Step Process

Expanding into Europe requires a strategic approach. Here’s how Rubicon Bridge and Pattern guide brands through the process:

1. Category Review: Pattern analyzes search volume and brand awareness to identify the most promising markets.
2. Product Compliance: Rubicon’s tool checks formulations against EU and national regulations, flagging any issues.
3. Label Creation: Compliance output is used to design multi-language, localized labels that meet all requirements.
4. Pre-Market Notification: Rubicon handles registrations in countries like France and Germany, ensuring smooth market entry.
5. Product Listing Copy: Pattern uses pack copy generated from Rubicon Bridge, The Reg Tech Tool™to create compliant product listing copy.
6. Regulatory Change Management: Brands are proactively alerted to updates in regulations, avoiding costly disruptions.
7. Food Business Operation (FBO): If your company isn’t established in the EU and/or UK, you will need to appoint a responsible FBO. Rubicon can do this for you, with bases in the UK and the Netherlands (EU).
8. Launch in the Market: Once launched, there is an obligation to report any customer complaints. As responsible FBO, Rubicon will work with you to ensure this is in place.

Addressing Common Pitfalls

Entering the European market isn’t without its risks. Mis-steps like using banned ingredients or failing to comply with labeling requirements can lead to product recalls or fines.

Lee Gray notes, “Amazon operates at scale and often errs on the side of caution, suppressing listings for minor issues. This can frustrate brands, but Rubicon’s 100% success rate in overturning false positives offers peace of mind.”

For brands unfamiliar with European regulations, Rubicon and Pattern’s partnership offers a reassuring safety net. From regulatory expertise to distribution, this collaboration provides end-to-end support.

A New Era for US Brands in Europe

The combination of Rubicon Bridge’s compliance tools and Pattern’s distribution network marks a turning point for US brands eyeing the European market. With the right tools and partners, regulatory compliance in Europe is no longer an uphill battle.

For companies ready to expand, the message is clear: preparation is key. By leveraging technology, regulatory expertise and strategic partnerships, brands can navigate the complexities of Europe with confidence.

As Lee Gray concludes, “At Rubicon Bridge, we exist to take away all of this complexity for you and make seizing your opportunity as simple as possible.”

Whether it’s simplifying compliance or unlocking new growth opportunities, our playbook for success will help you reach your goals.

Ready to take the next step?