Vitamins in Algeria

PROSPECTS

Multivitamins will continue to be the leading growth driver

Vitamins is expected to record a dynamic performance over the forecast period, increasing significantly in current value sales as the category will continue to be boosted by the strong showing of multivitamins, which is set to remain the most dynamic vitamins category during the forecast period. Indeed, Algerian consumers generally prefer combination products and medicines that target a wide variety of symptoms, because such items are perceived as offering better value for money and can be used by all members of the household, unlike single vitamins, which target a small consumer base with a single positioning.

Women and teenagers are expected to remain the key target audiences in vitamins

Women will remain the main target audience for multivitamins. As a consumer segment, women are generally more interested in caring for their health and wellbeing and they are often more inclined to require an energy boost, especially pregnant women and those aged over 40.

Vitamins is projected to remain vital for children

Paediatric vitamins is projected to remain one of the best-performing vitamins categories during the forecast period in value growth terms. Paediatric vitamins only emerged in Algeria during 2014 and since the category has seen rapid development in terms of brand availability, as both imported brands such as Sargenor Enfant and Gelphore Nutrivit and domestic brands such as Arginor Enfant have appeared.

COMPETITIVE LANDSCAPE

Saidal Algerie SpA continues leading in vitamins

Although the Vitarmonyl brand made by Laboratoires Vitarmonyl continued leading in multivitamins in 2018, the largest category in vitamin, Saidal Algerie SpA, which is present with several brands such as Cobamine and Vita-C, remained in first rank in vitamins in the year. However, it faces rising levels of competition in the category, especially from second-placed player Laboratoires Vitarmonyl with its Vitarmonyl brand and from third-ranked company Solvay Pharma with its Alvityl brand.

Despite Saidal’s leadership, foreign companies still dominate in vitamins

International brands generated the strongest performances in vitamins during 2018 and among the top five players at a GBO level were URGO group with its Alvityl and Juvamine brands, Groupe Ponroy Santé with its Vitarmonyl brand, and Bayer AG with its Supradyn and Biovital brands. Together, these companies generated very significant total value sales in the category in 2018.

New players are expected to enter the category in Algeria over the forecast period

Continuing the trend of new players arriving in the category such as LAD PHARMA, more players are likely to emerge in vitamins during the forecast period, including both importers and domestic manufacturers of vitamins. In terms of new product launches, vitamins with unique positionings are expected to be introduced in response to rising consumer-awareness, especially among Algeria’s urban consumers.

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