Sales of vitamins were already on the right track before the outbreak of the Coronavirus (COVID-19) pandemic. Before 2020, single vitamins was registering strong double-digit retail current value growth due to the growing preference for cheaper and simpler products and options recommended by doctors.
Single vitamins players are set to be the main winners during COVID-19 and over 2020 as a whole. By virtue of simple immunity positioning against COVID-19, these players are enjoying fast-growing demand for their products.
Multivitamins players have enjoyed a sudden upturn in their fortunes after years of sluggish performances in Belgium. The recovery of leading brands in multivitamins in 2019-2020, notably Omnibionta by Merck Consumer Healthcare Belgium (GBO: The Procter & Gamble Co) and Supradyn by Roche (GBO: Bayer), represented a positive surprise for the category towards the end of the review period.
COVID-19 is expected to continue to have a strong impact on the performance of vitamins in the forecast period. Aside from fears of a second wave of the virus, the quest for protection/immunity from cold, flu and COVID-19 symptoms is set to remain strong to the benefit of sales of vitamins.
While the outlook for single vitamins is bright, according to most observers, there is less certainty over the robustness of the demand for multivitamins. The outlook for multivitamins is more difficult to forecast, as these options tend to be purchased more frequently on impulse, compared with single vitamins.
A major threat to multivitamins is that they could again be considered too expensive in a context of declining purchasing power in the wake of COVID-19. Moreover, multivitamins tend to be perceived as less credible products than single vitamins by consumers in Belgium.
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Understand the latest market trends and future growth opportunities for the Vitamins industry in Belgium 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 Belgium, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Vitamins research and analysis database.
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