Vitamins in Austria is experiencing stagnation in value sales in 2026, a notably muted outcome compared to the wider region, where similar wellness categories are achieving higher rates of expansion. The environment for vitamins in Austria is characterised by heightened competition from fortified foods, dietary supplements, and beauty and personal care products, alongside intensifying price sensitivity that pushes consumers towards more affordable single vitamins and smaller pack sizes. Despite a growing population and increased consumer expenditure, traditional vitamin offerings are losing relevance, as wellness routines shift towards holistic habits and convenience-focused solutions. This results in a challenging landscape, where established brands face erosion of share from private label, while growth is captured by innovative formats, targeted multivitamins, and products aligned with beauty and lifestyle aspirations. To succeed, companies must prioritise science-backed differentiation, transparency, and digital engagement, and ensure presence in both beauty retail and fast-growing online channels, as price and convenience increasingly shape purchasing decisions.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Vitamins industry in Austria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Vitamins industry in Austria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Vitamins in Austria report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Vitamins in Austria?
- Which are the leading brands in Vitamins in Austria?
- How are products distributed in Vitamins in Austria?
- How has the regulatory and operating environment for Vitamins changed in Austria?
- How are considerations such as stress, self-medication and shifting consumer lifestyles shaping demand for Vitamins
- How significant are wider health concerns and consumer awareness in determining sales?
- Where is future growth expected to be most dynamic?
Key Data Insights
Key Industry Trends
Haleon and dm respond to demand for convenience and specialisation
Centrum defends position as multivitamins face growing pressure
Burgerstein and Mara Expert drive innovation with holistic wellness and modern formats
Chart 1 Value Sales 2021-2031
Chart 2 Value Sales by Category 2026
Shoppers to opt for basic vitamins as fortified foods to gain ground
Beauty and convenience to reshape brand strategy as routines to diversify
Chart 1 Forecast Value Sales 2021-2031
Chart 2 Forecast Value Sales by Category 2026-2031
Bayer and Perrigo defend leadership as private label gains ground
Chart 1 Company Shares 2026
Chart 2 Brand Shares 2026
dm and BIPA integrate vitamins into daily wellness routines
Amazon Austria and Shop Apotheke accelerate online vitamin growth
Targeted formulations and delivery format diversification define the innovation agenda
Haleon, Burgerstein and Mara Expert illustrate contrasting innovation pathways
Product-level differentiation is becoming the primary defence against commoditisation
Chart 1 Real GDP Growth 2021-2031
Chart 2 Inflation 2021-2031
Chart 1 Population 2021-2031
Chart 2 Population by Generation 2026
Chart 3 Consumer Expenditure 2021-2031
Country Reports Disclaimer
Why buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Vitamins research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!