COVID-19 will not significantly affect growth in current retail value sales of vitamins in Bosnia and Herzegovina during 2020. While some consumers may be trying to boost their immune system and thus, they hope, make themselves more resistant to the virus, this behaviour does not appear to be widespread, as the growth rate in current retail value sales of vitamin C (traditionally the most popular immunity vitamin) will be stable between 2019 and 2020.
With a focus on simple, affordable, generic products, regional players continue to lead vitamins in Bosnia and Herzegovina. Traditionally, vitamins have been prescribed by doctors in Bosnia and Herzegovina, primarily as generics, so there was no need for vitamin manufacturers to differentiate their offerings.
Fifth-placed Orthomol Holding GmbH recorded the highest value share increase in vitamins in Bosnia and Herzegovina during the review period, in spite of the fact that its products are among the most expensive. It focuses on multivitamins that are specifically formulated to appeal to precisely defined consumer segments, such as pregnancy, sport, and the immune system.
There were an increasing number of articles in the local media towards the end of the review period, arguing that vitamins were basically useless and that one should simply eat more fruit and vegetables to get the same health benefit, but this notion has yet to impact growth in current retail value sales of vitamins. This may reflect the growing role played by the medical profession, which people tend to trust more than the media, in recommending vitamins to their patients.
Private label is an emerging presence in vitamins in Bosnia and Herzegovina. dm-Drogerie Markt doo’s DM retail chain is playing an important role in this, as are chemist/pharmacy chains.
While current retail value sales of Vitamin E remain small, they are expanding rapidly. Vitamin E is perceived as offering many health benefits, such as protecting the skin and helping it remain smooth for longer.
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This report originates from Passport, our Vitamins research and analysis database.
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