Executive Summary

Oct 2019
PROSPECTS
Single vitamins benefits from medical, governmental and media favour

While still often dependent on prescriptions, the growing number of blood tests imposed by doctors on an ageing population is accelerating post-prescription purchases of single vitamins. Although purchased less frequently on impulse than multivitamins, single vitamins, especially vitamins B and D, is expected to continue to post robust current value growth over the forecast period.

Lower risk of ailments hinders demand for multivitamins

While previously robust growth drivers, multivitamins are increasingly considered too expensive and less credible by consumers in Belgium. Belgians traditionally used not only non-specific multivitamins (“other” multivitamins positioning) for their energy claims, but also to boost immunity against colds and flu.

Belgians are replacing multivitamins with cheaper and better targeted alternatives

Over the forecast period, multivitamins is expected to see further declines in retail volume sales, while a projected small improvement in the current value performance is mainly based on rising unit prices. The effectiveness or need for multivitamins is increasingly questioned by doctors and nutritionists, unless real deficiencies are observed after a blood test.

COMPETITIVE LANDSCAPE
Single vitamins players continue to drive value growth in 2019

The most successful brands tend to be active in single vitamins, primarily vitamins B and D. In 2019, only Galephar and Merck Consumer Healthcare Belgium (multivitamins) held double-digit value shares in this fragmented competitive landscape.

Merck retains lead in multivitamins with products aimed at seniors

The leading players in multivitamins, Merck Consumer Healthcare Belgium and Roche, continue to lose value share in 2019. Merck Consumer Healthcare Belgium still focuses on products aimed at seniors and, to a lesser extent, pregnant women.

Barinutrics uses umbrella strategy and high-tech profile to make breakthrough

On the other hand, both Laboratoria Qualiphar (Biocure and vitamin C) and Metagenics Belgium (Barinutrics and Barinutrics Multi) are seeing strong value sales growth in single and multivitamins in 2019. Barinutrics has performed particularly well, achieving notable breakthroughs in both single vitamins and multivitamins due to a strong umbrella strategy and high-tech image.

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Vitamins in Belgium

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OVERVIEW

Discover the latest market trends and uncover sources of future market growth for the Vitamins industry in Belgium with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Vitamins industry in Belgium, our research will save you time and money while empowering you to make informed, profitable decisions.

The Vitamins in Belgium market research report includes:
  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as: 
  • What is the market size of Vitamins in Belgium?
  • What are the major brands in Belgium?
  • Are combination products with acetaminophen still popular?
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 industry report originates from Passport, our Consumer Health market research database.

Vitamins in Belgium - Category analysis

HEADLINES

PROSPECTS

Single vitamins benefits from medical, governmental and media favour
Lower risk of ailments hinders demand for multivitamins
Belgians are replacing multivitamins with cheaper and better targeted alternatives

COMPETITIVE LANDSCAPE

Single vitamins players continue to drive value growth in 2019
Merck retains lead in multivitamins with products aimed at seniors
Barinutrics uses umbrella strategy and high-tech profile to make breakthrough

CATEGORY DATA

Table 1 Sales of Vitamins by Category: Value 2014-2019
Table 2 Sales of Vitamins by Category: % Value Growth 2014-2019
Table 3 Sales of Multivitamins by Positioning: % Value 2014-2019
Table 4 NBO Company Shares of Vitamins: % Value 2015-2019
Table 5 LBN Brand Shares of Vitamins: % Value 2016-2019
Table 6 Forecast Sales of Vitamins by Category: Value 2019-2024
Table 7 Forecast Sales of Vitamins by Category: % Value Growth 2019-2024

Consumer Health in Belgium - Industry Overview

EXECUTIVE SUMMARY

Lifestyles and milder climate inform the variable performance of consumer health
Herbal and more natural options gain ground on previous growth drivers
Flexible approach sees local and smaller foreign players pressure ethical multinationals
Progressive de-regulation leaves room for wider distribution
Signs of dynamism set to push value growth despite legislative restrictions

MARKET INDICATORS

Table 8 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 9 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 10 Sales of Consumer Health by Category: Value 2014-2019
Table 11 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 13 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 14 Penetration of Private Label in Consumer Health by Category: % Value 2014-2019
Table 15 Distribution of Consumer Health by Format: % Value 2014-2019
Table 16 Distribution of Consumer Health by Format and Category: % Value 2019
Table 17 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 18 Forecast Sales of Consumer Health by Category: % Value Growth 2019-2024

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches

DEFINITIONS

SOURCES

Summary 1 Research Sources