Vitamins in Argentina

PROSPECTS

Little habit of buying vitamins, but burgeoning health and wellness trend could help drive sales

Argentinians generally do not have any great habit of consuming vitamins bought in beauty and specialist retailers, which is making it more difficult to expand category sales in the current economic crisis. There is not a pronounced culture of prevention in Argentina, especially in the middle socioeconomic segment.

Argor/Bagó tie-up a positive development for vitamins

Consumption of vitamins has received a boost with the entry of Arcor in its alliance with Bagó. They launched the Simple line of multivitamins in April 2018, with the brand already accounting for more than a 10th of overall retail value sales in 2019.

Internet sales expected to continue gaining ground

Internet retailing is offering increasingly strong competition to health and beauty specialist retailers. Internet sales of vitamins registered the strongest average annual growth over the review period, albeit boosted to an extent by this channel’s low sales base.

COMPETITIVE LANDSCAPE

Arcor shakes up vitamins in its alliance with Laboratorios Bagó

In April 2018, with an investment of ARS90 million, Arcor and Laboratorios Bagó launched a line of vitamins, comprising five products under a new range called Simple that look to provide the necessary nutrients that may be lacking in the daily diet. The five products are: Simple Vitality (for improving physical and mental performance); Simple Fiber (with a focus on regularising and normalising intestinal transit); Simple Calcium + vitamin D (for maintaining bone and teeth health); Simple Diet Control (to aid with digestion and help control weight); and Simple Protein + Energy (cereal bar format that helps muscles recover faster after physical activity).

Bayer leads and GSK takes over Pfizer’s Centrum brand in what is a concentrated vitamins category

Vitamins is a highly concentrated area, with Bayer Argentina, Instituto Serotera´pico Argentina SAIC, Arcor SAIC, Laboratorio Temis Lostalo´ and Herbalife International Argentina SA jointly accounting for three quarters of retail value sales. Bayer led vitamins in 2019 thanks to its longstanding presence in the country, with the company enjoying a high level of awareness for its flagship Supradyn, Redoxon and Berocca brands, which have been available for decades.

Farmacity launches the Qüel private label in vitamins

Private label entered vitamins with the launch of Qu¨el by Farmacity, a new concept in healthfood stores launched in the latter part of the review period. This followed the successful launch by Farmacity (the number one drugstores/parapharmacies chain in the country) of its Pure Wellness portfolio a little earlier.

Files are delivered directly into your account within a few minutes of purchase.