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.
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.
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.
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.
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.
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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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.
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This industry report originates from Passport, our Consumer Health market research database.