Vitamins is a maturing category in Bosnia and Herzegovina, which in addition to population decline, will slow down its future growth potential in the upcoming period. Nonetheless, the category is set to grow moderately in constant value terms, supported by the growing healthy living trend, which highlights the importance of vitamin consumption and supplementation.
While articles questioning the effectiveness of vitamin supplements have appeared in the local media, the increased consumer concern with the effective working of the immune system during the COVID-19 crisis, has raised awareness and demand for vitamins. Moreover, Bosnian consumers are more likely to trust medical professionals than the media, and doctors in Bosnia and Herzegovina are increasingly comfortable in recommending vitamins to their patients as they move away from the traditional medical position that it is not a doctor’s place to provide nutritional advice.
Although vitamins e-commerce sales are negligible at present, the online channel is expected to provide the vitamins category with greater sales opportunities in the years ahead. Industry players will use e-commerce to reach out to a wider potential audience and this will see constant value sales via e-commerce nearly double over the forecast period.
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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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