As seen in vitamins, dietary supplements sales were also being driven in 2020 by the increasing interest among consumers in purchasing products that they feel can offer immunisation. Brazilians were increasing their purchases of dietary supplements as many believed that the consumption of such products could help protect them from becoming infected with COVID-19.
Sanofi has managed to increase its sales share in dietary supplements in Brazil in 2020, thanks to its strong positioning in products that are marketed as containing vitamins. Important brands such as Targifor C and Pharmaton fall under dietary supplements, but they are commonly seen as vitamins by many Brazilians.
With immunisation expected to remain a hot topic in the country, it is expected that sales will continue to record healthy growth rates over the forecast period. Interest among players in launching new products that target the immunisation trend should help contribute to maintaining increasing sales of dietary supplements.
Over the coming years, Sanofi-Aventis Farmacêutica is expected to maintain its leading positioning in dietary supplements, not least given the significant sales gap between it and number two player, Legrand Pharma Indústria Farmacêutica. However, a number of companies are expected to make increased investments in dietary supplements, potentially increasing competition among existing players in the category.
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This report originates from Passport, our Dietary supplements research and analysis database.
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