A.Vogel

What A.Vogel does

A.Vogel AG is a Swiss manufacturer of phytotherapeutic medicines and natural health food products, headquartered in Roggwil, Thurgau, with origins tracing to Alfred Vogel's first health food store in Basel in 1923 and the 1963 founding of Bioforce AG (renamed A.Vogel AG on January 1, 2020). The company is majority owned by the Alfred Vogel Foundation and operates three production sites (Roggwil, Elburg in the Netherlands, and Colmar in France) plus a captive publishing arm (Verlag A.Vogel AG) in Teufen.

Its core technology centers on fresh-plant phytotherapeutics: echinacea and other medicinal herbs are harvested from company-owned organic cultivation using proprietary seeds and processed into tinctures, tablets, capsules, and topical preparations within 24 hours to preserve active-compound potency — a process differentiated from dried-plant alternatives and governed by GMP standards and 160+ documented quality steps from seed to bottle. The portfolio spans immune support and cold/flu (flagship Echinaforce line including Forte tablets, Hot Drink, and Junior lozenges), women's health (Menosan), men's health (Prostasan), sleep and stress (Dormeasan, Sleep well, Avenaforce, Hyperiforce, Ginkgoforce, Refocus), muscles and joints (Atrogel, Atrosan, Glucosamin), and food (Herbamare herbal seasoning salt, Bambu coffee alternative).

A.Vogel generates revenue from one-time retail product sales through a hybrid go-to-market model: wholly-owned subsidiaries in Belgium, Denmark, France, Finland, Canada, the Netherlands, and the UK/Ireland distribute directly to pharmacies, drugstores, health food stores, and supermarkets, while exclusive third-party distributors cover 15+ additional markets including Germany, Austria, Italy, Spain, the Nordics, the Baltics, Greece, Israel, Australia, South Korea, South Africa, and the USA. A secondary revenue stream comes from publishing (notably 'The Nature Doctor' by Alfred Vogel, translated into 12 languages with over 2 million copies sold). Customer demand shows no named enterprise dependencies, with consumption driven by health-conscious end-users across over 30 countries. Reported annual turnover is CHF 115 million.

Name

A.Vogel

Legal name

A.Vogel AG

Website

https://avogel.com

Company type

Private

Founded year

1923

Operating status

Operating

Short description

A.Vogel AG is a Swiss phytotherapeutic and natural health food manufacturer (CHF 115M revenue, 500 employees) that produces fresh-plant herbal remedies and supplements, distributed through pharmacies, health food stores, and supermarkets in over 30 countries.

Ownership category

akta.pro rank

Product category

Herbal Remedies & Nutritional Supplements

NAICS

Medicinal and Botanical Manufacturing (325411)

SIC

Medicinal Chemicals & Botanical Products (2833), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Herbal & Botanical Supplements (CRADAGAD)

akta.pro secondary industries

Cold, Flu, Cough & Allergy Remedies (Decongestants, Antihistamines, Cough Syrups, Lozenges) (CRADAMAD), Medicinal Plant Farming (Botanical/Pharmaceutical Crops) (AFAGAGAE)

Keywords

• Herbal remedies
• Phytotherapeutic products
• Nutritional supplements
• Plant-based medicines
• Natural health products

Headquarters

HQ city

Roggwil

HQ country

Switzerland

HQ region

Europe

Offices6 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Phytotherapeutic / Herbal Remedy Sales: A.Vogel generates revenue primarily from the sale of plant-based herbal medicines (phytotherapeutics/phytopharmaceuticals), including its flagship Echinaforce range and other remedies for immune support, cold and flu, men's and women's health, sleep and stress, and muscles and joints. These are sold primarily through pharmacies and drugstores.
2. Health Food and Food Supplement Sales: Revenue from nutritional products and food supplements such as Herbamare (herbal seasoning salt), Bambu (coffee alternative), and other health food products. Distributed through health food stores and supermarkets.
3. Publishing: A.Vogel publishes health information through books (notably 'The Nature Doctor' by Alfred Vogel, translated into 12 languages and sold over 2 million copies) and a monthly magazine, generating additional revenue alongside product sales.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

A.Vogel manufactures and sells plant-based phytotherapeutic remedies (herbal medicines) and nutritional/health food products. The company produces freshly harvested herbal remedies such as the flagship Echinaforce echinacea range, men's and women's health products, sleep and stress formulations, muscle and joint products, and food items like herbal seasoning salt and coffee alternatives. Products are manufactured at production facilities in Roggwil (Switzerland), Elburg (Netherlands), and Colmar (France), and distributed through pharmacies, health food stores, and supermarkets in over 30 countries.

Product overview

A.Vogel is a Swiss manufacturer of phytotherapeutic and health food products, offering a diversified portfolio of natural remedies and nutritional products. The core product line centers on Echinaforce (various formulations including Forte tablets, Hot Drink, and Junior lozenges for immune and respiratory support). Women's health is addressed through Menosan (sage-based menopausal support), while men's health relies on Prostasan (saw palmetto for prostate health). The sleep and stress range includes Sleep well, Dormeasan, Avenaforce, Hyperiforce, Ginkgoforce drops, and Refocus using valerian, oats, St. John's wort, and ginkgo biloba. Muscle and joint products include Atrogel (arnica gel), Atrosan, and Glucosamin. Cold and flu relief is provided through Santasapina (pine syrup) and Pho-ho Oil (eucalyptus/pine oil). Food products include Herbamare (herbal seasoning salt) and Bambu (coffee alternative). These products are distributed across pharmacies, health food stores, and supermarkets in over 30 countries.

Differentiator

Problem solved

Functional benefit

Brands

• Echinaforce: Flagship echinacea-based immune support and cold/flu remedy product line, celebrating 70 years of proven effectiveness.

Products and services

• Echinaforce Flagship herbal remedy made from freshly harvested Echinacea purpurea for immune support and prevention/treatment of respiratory infections, available in multiple formulations including Forte tablets, Hot Drink, and Junior lozenges. Sold in pharmacies and drugstores in over 30 countries.
• Menosan Women's health product made from sage, clinically shown to reduce menopausal symptoms such as hot flashes. Sold through pharmacies and drugstores for adult women seeking natural menopausal support.
• Prostasan Men's health product containing saw palmetto for supporting healthy prostate function and male reproductive health. Sold through pharmacies and drugstores for adult men seeking natural prostate support.
• Sleep well Natural sleep remedy containing valerian and calming herbs to promote relaxation and restful sleep, for adults experiencing occasional sleep difficulties.
• Dormeasan Sleep and stress relief product with valerian and oats for promoting relaxation and restorative sleep. Sold through pharmacies and drugstores for adults.
• Avenaforce Herbal remedy containing oats (Avena sativa) for nervous system support and stress relief. Sold through pharmacies and drugstores.
• Hyperiforce St. John's wort-based product for mood support and stress management, sold through pharmacies and drugstores for adults.
• Ginkgoforce drops Ginkgo biloba drops for cognitive support and circulation, sold through pharmacies and drugstores for adults seeking memory and circulation support.
• Refocus Product for mental focus and concentration support, sold through pharmacies and drugstores for adults seeking cognitive support.
• Atrogel Arnica-based gel for muscle and joint relief, traditionally used for bruises and sore muscles. Topical product for adults sold through pharmacies, drugstores, and health food stores.
• Atrosan Herbal product for joint health and mobility support, sold through pharmacies and drugstores for adults.
• Glucosamin Glucosamine-based supplement for supporting joint health and cartilage function, sold through pharmacies, drugstores, and health food stores for adults.
• Santasapina Pine-based syrup for respiratory support and cold relief, sold through pharmacies and drugstores for adults and families.
• Pho-ho Oil Eucalyptus and pine-based oil for respiratory support and congestion relief, sold through pharmacies and drugstores for inhalation and topical use.
• Herbamare Herbal seasoning salt combining sea salt with 12 fresh organic herbs for enhanced flavor and nutrition as a healthy food alternative, sold through health food stores and supermarkets.
• Bambu Coffee alternative product made from herbal ingredients for health-conscious consumers, sold through health food stores and supermarkets.
• Echinaforce Forte High-potency echinacea tablets for adults providing concentrated immune support, a higher-strength formulation within the Echinaforce range.
• Echinaforce Hot Drink Echinacea-based hot beverage formulation for immune support, intended to reduce duration of cold symptoms when taken at first sign.
• Echinaforce Junior Child-friendly echinacea lozenges with mild orange flavour launched in 2008 specifically for children, providing immune support in a junior formulation.

Quantifiable outcome

• Echinaforce has been sold for 70 years and is distributed in over 30 countries, demonstrating long-term market trust and efficacy.
• +2 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

13 partnerships are on record, tiered core.

• Bioforce AustraliacoreChannel Partner/ Reseller/ Distributor · 1 January 1963Bioforce Australia serves as the exclusive distributor for A.Vogel products in Australia, operating from Unit 3, 14-28 Ivan Street, Arundel, QLD 4214. Represents A.Vogel in the Australian natural health market.
• guterrat Gesundheitsprodukte GmbH & Co. KGcoreChannel Partner/ Reseller/ Distributorguterrat Gesundheitsprodukte serves as the exclusive distributor for A.Vogel products in Austria and Germany, operating from Eduard-Bodem-Gasse 6, AT-6020 Innsbruck, Austria.
• Bioforce Canada Inc.coreChannel Partner/ Reseller/ DistributorBioforce Canada Inc. serves as the exclusive distributor for A.Vogel products in Canada, operating from 66 Brunswick, Dollard-des-Ormeaux, QC H9B 2L3.
• Healthcode (Greece)coreChannel Partner/ Reseller/ DistributorHealthcode serves as the exclusive distributor for A.Vogel products in Greece, operating from Menemenis 13, Tavros 17778, Athens.
• Midsona Norge AS (Norway)coreChannel Partner/ Reseller/ DistributorMidsona Norge AS serves as the exclusive distributor for A.Vogel products in Norway, operating from Verkstedveien 1, N-0277 Oslo.
• Altman Health G.P. (Israel)coreChannel Partner/ Reseller/ DistributorAltman Health G.P. serves as the exclusive distributor for A.Vogel products in Israel, operating from 2 Moshe Aviv St., IL-Or-Yehuda 60254.
• Anfatis Spa / EcorNaturaSi S.p.A. (Italy)coreChannel Partner/ Reseller/ DistributorA.Vogel uses two channel partners in Italy: Pharma Anfatis Spa (for medicinal products, at Viale Luigi Majno 40, Milano) and EcorNaturaSi S.p.A. (for food products, at Via L. Besi 20/C, Verona).
• Farmedica d.o.o. (Slovenia)coreChannel Partner/ Reseller/ DistributorFarmedica d.o.o. serves as the exclusive distributor for A.Vogel products in Slovenia, operating from Leskoškova cesta 12, 1000 Ljubljana.
• NaturalLife Asia Co., Ltd. (South Korea)coreChannel Partner/ Reseller/ DistributorNaturalLife Asia Co., Ltd. serves as the exclusive distributor for A.Vogel products in South Korea, operating from HanWha Seoul, Seokgwan 2-Dong, Sungbuk-Gu, Seoul 136-819.
• Bioforce Espana / Flor de Loto SA (Spain)coreChannel Partner/ Reseller/ DistributorBioforce Espana / Flor de Loto SA serves as the exclusive distributor for A.Vogel products in Spain, operating from Calle Platon 6, 08021 Barcelona.
• Svenska Bioforce AB (Sweden, Estonia, Latvia, Lithuania)coreChannel Partner/ Reseller/ DistributorSvenska Bioforce AB serves as the exclusive distributor for A.Vogel products across multiple Baltic and Scandinavian markets: Sweden (Box 147, SE-221 00 Lund), Estonia (Mõisa tee 2A, Viimsi, EE-74001), Latvia (Vilandes 2-23, Riga LV-1010), and Lithuania.
• S.A. Natural Products (Pty) Ltd. (South Africa)coreChannel Partner/ Reseller/ DistributorS.A. Natural Products (Pty) Ltd. serves as the exclusive distributor for A.Vogel products in South Africa, operating from PO Box 8, Hillcrest, KZN.
• Bioforce USAcoreChannel Partner/ Reseller/ DistributorBioforce USA serves as the exclusive distributor for A.Vogel products in the United States, operating from 6 Grandinetti Drive, Ghent, NY 12075.

Scale indicators8 records

Recent moves7 records

Expansion highlights4 records

Emerging players

• Himalaya Wellness: India-based global herbal wellness and personal-care brand with strong pharmacy and mass-market presence. Comparable to A.Vogel in herbal-pharma positioning and global ambitions, though with a different geographic base and broader OTC footprint.
• Gaia Herbs: US-based vertically integrated herbal supplements brand emphasizing organic cultivation and traceability. Comparable to A.Vogel's organic seed-to-bottle positioning and 160+ quality-step philosophy, though smaller scale and US-centric.

Broad incumbents

• Schwabe Group (Dr. Willmar Schwabe): German family-owned global leader in phytopharmaceuticals, including the Tebonin/Egb761 ginkgo franchise. Broader incumbent competing with A.Vogel in the same herbal-medicine category with deeper R&D, bigger pipeline, and wider geographic reach.
• Nature's Way (Schwabe North America subsidiary): One of the largest US herbal supplement brands, owned by the same Schwabe group that competes with A.Vogel in Europe. Comparable as a herbal-supplement incumbent competing in adjacent US health-food and pharmacy channels.

Direct peers

• Heel (Biologische Heilmittel Heel GmbH): German manufacturer of combination biotherapeutics and herbal-based medicines distributed globally through pharmacies. Comparable to A.Vogel in phytotherapy-adjacent category, pharmacy distribution, and mid-sized European-headquartered company profile.
• Bionorica SE: German-based phytopharmaceutical company focused on evidence-based herbal medicines for respiratory, urinary, and gynecological indications. Direct peer to A.Vogel with similar pharmacy-channel GTM and clinical-research emphasis, though larger and more internationally scaled.
• Weleda: Swiss-founded manufacturer of natural medicines, anthroposophic pharmaceuticals, and natural body care, distributed globally through pharmacies and health stores. Closest direct peer to A.Vogel given shared Swiss origin, foundation/anthroposophic ownership heritage, and overlapping phytotherapy-plus-natural-cosmetics product portfolio.
• Salus-Haus (Salus Group): German family-owned producer of herbal medicines, tonics, and health foods with deep pharmacy and health-food-store distribution in Europe and selective international markets. Closely comparable to A.Vogel in product mix (tinctures, teas, tonics) and channel strategy.
• Boiron: World leader in homeopathic medicines, headquartered in France with global pharmacy distribution. Direct peer because Boiron shares A.Vogel's OTC natural-medicine positioning, pharmacy-led GTM, and multi-country subsidiary structure; differs in modality (homeopathy vs. phytotherapy).

Regional players

• Biohorma / Jacob Hooy & Co. Dutch herbal medicines and supplements producer historically distributed via Elburg-adjacent channels. Regional peer given geographic proximity to A.Vogel's Elburg production site and overlap in Dutch/Belgian pharmacy herbal category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@AVogelSchweiz
• Facebookfacebook.com/avogelCH
• LinkedInlinkedin.com/company/bioforce-ag
• Instagraminstagram.com/avogel_ch
• Xx.com/avogel_schweiz

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about A.Vogel