Brazil is the fifth largest market for vitamins worldwide, behind the US, China, Japan and South Korea. Sales in the country are much influenced by vitamin C, the most popular type of vitamin consumed by Brazilians.
Up to July 2018, vitamins used to be a category classified as medicines for ANVISA (The Brazilian Health Regulatory Agency). The new legislation introduced at that time now classifies vitamins under “food supplements”.
Differentiation is quite low within the vitamins category. Consumers usually cannot differentiate, for example, if a vitamin C product from brand X is better than a similar product from brand Y.
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This industry report originates from Passport, our Consumer Health market research database.