Bucharest, March 26, 2025 – Secom® Healthcare Group, the most recognized dietary supplement company* and a leader in integrative medicine solutions in Romania, recorded a turnover of €40.8 million in 2024, marking a 13% increase compared to the previous year. For 2025, the company announces investments of over €6.5 million to expand its operations.
Key Factors Driving Secom® Healthcare Group's Growth in 2024
Product categories that significantly contributed to the increase in Secom® Healthcare Group's turnover in 2024 include supplements for memory and concentration support, as well as those for adult immunity. Additionally, the company's own brand, Good Routine®, achieved an impressive 53% growth, with the best-selling supplements being those with magnesium and omega 3, alongside products launched last year for the health and beauty of the skin and hair. Secom® and Good Routine® products are available in over 8,000 pharmacies, natural health stores, both physical and online outlets in the country, as well as through Secom® Retail’s own network. Furthermore, Good Routine® supplements are available in seven international markets.
According to the 2024 Brand Tracker study conducted by the research company AHA Moments, 1 in 4 consumers spontaneously mention Secom® as the most recognized dietary supplement company in Romania*. In addition, for the third consecutive year, the company recorded the highest retention rate in its category, 66%, with 7 out of 10 consumers remaining loyal to Secom® products. Moreover, according to the IQVIA Recall Test study conducted last year, 43% of doctors and pharmacists stated that they regard Secom as a leader in quality**.
Secom® Retail’s own network is another contributor to the Secom® Healthcare Group’s growth in 2024, having expanded with four new stores last year. Currently, the network has 21 locations across the country, offering consumers access to an extended portfolio of over 600 premium products, including advanced dietary supplements, teas, functional foods, and ecological personal care products and natural cosmetics. Additionally, Secom® store customers benefit from free scientific phytotherapy consultancy provided by specialists with a medical background.
Strategic Investment Directions for Secom® Healthcare Group in 2025
In 2025, Secom® Healthcare Group will invest in the development of its own brand, Good Routine®, both in the Romanian market, where it has already launched the Good Routine® for Kids pediatric range, and globally. The company will continue its digitalization process to optimize operations and expand the Secom® Retail network by opening new stores. At the same time, it will broaden its portfolio of premium products and services for both adults and children, thus supporting modern families in adopting a healthy lifestyle.
Another major goal is to strengthen the team and organizational culture. In 2024, Secom® Healthcare Group invested 84% more than in 2023 in training, recruitment, and employer branding. For 2025, the company plans to further increase investments in professional development programs, coaching, and mentoring, with each employee benefiting, on average, from 30 hours of annual training. In line with its expansion plans, Secom® expects its team to grow from 198 active employees in 2024 to around 220 in 2025.
Secom® Healthcare Group’s mission to prioritize health and well-being will continue to be supported in 2025 through ongoing investments in educational projects and the promotion of prevention. These include “The Good Supplement Podcast” (Supliment de bine), the “Good Routine Plan” ( Planul Bunelor Rutine) program – which explains essential neuroscience concepts for adopting new habits – and “The Health Guide” blog on the secom.ro platform, where hundreds of educational articles are available.
"We are navigating a difficult geopolitical context, but we are an entrepreneurial company with over 20 years of experience and a strong commitment to social responsibility and sustainable development. We will remain vigilant and adaptable, continuing to invest, support the Romanian economy, and contribute to people's health, both in Romania and abroad. The trust of our consumers and our recognition as a leader in quality by the medical community motivates us to maintain the highest standards and continue offering premium products and services," said Lucia Costea, cofounder, and CEO of Secom® Healthcare Group.
About Secom® Healthcare Group
Secom® Healthcare Group, a Romanian entrepreneurial company, has established itself over 20 years of activity as a leader in integrative medicine solutions, building a solid reputation in the import and sale of premium health and beauty products with scientifically studied, certified, and patented ingredients worldwide. Secom® has the highest retention rate in its category* (66%) and is perceived as a leader in quality by 43% of medical specialists**.
Secom® Healthcare Group consists of three divisions: SECOM® Exclusive Imports, which manages the import, promotion, and distribution of premium dietary supplements from renowned international manufacturers in Romania; SECOM® RETAIL, which coordinates the Secom® chain of physical stores and the online platform secom.ro; and GOOD ROUTINE®, the division responsible for the development and expansion of Secom's own brand of dietary supplements, Good Routine®, both locally and internationally.
Secom® Healthcare Group's mission is to contribute to improving people's health and well-being through premium, innovative, and trustworthy products, and services, delivered in an ethical business manner. More details at https://secom-healthcare.com/en/.
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