While the strong health concerns fuelled by the pandemic are predicted to continue to ebb over the forecast period, consumers remain health conscious, albeit to a more moderate degree. Thus, following pandemic spikes in demand, the retail sales development of vitamins are set to stagnate in volume and value (constant 2022 prices) terms as the forecast period progresses.
Over the forecast period, the demand for vitamins is likely to be based on refills and repeat purchases of vitamins taken regularly. Convenience and accessibility will, therefore, be among the main factors in the choice of distribution channel.
This strong level of competition in vitamins is expected to continue over the forecast period, with branded manufacturers focusing on new product launches and innovation to expand their consumer bases and prevent their customers from switching to private label alternatives. This is likely to include an increased focus on immune system support, with consumers concerned not only about COVID-19, but about the potential for new pandemics.
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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.
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This is the aggregation of multivitamins and single vitamins.See All of Our Definitions
This report originates from Passport, our Vitamins research and analysis database.
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