COVID-19 had two main effects on consumer behaviour. The first was related to hygiene, with people increasing the frequency of handwashing and cleaning, leading to substantial increases in categories like liquid soap (beauty and personal care) and home disinfectants (home care).
In 2020, Brazil will record the sixth highest sales figure for vitamins worldwide, behind only the US, China, Japan, South Korea and Indonesia. Sales in the country are strongly influenced by vitamin C, the most popular type of vitamin consumed by Brazilians, and which will see its sales almost double over the course of 2020, driven by additional sales to consumers looking for immunisation against COVID-19.
GlaxoSmithKline Brasil continues to lead sales in vitamins, thanks to the strong presence its Centrum brand has in Brazil. Despite posting strong sales growth in 2020, GlaxoSmithKline is mostly focused on multivitamins, a category that, in spite of posting strong growth in 2020, was much less dynamic than Vitamin C.
Over the coming years, while growth will not be as dynamic as in 2020, vitamins will continue to record strong performances. Over the review period, vitamins consistently posted positive growth rates – and the COVID-19 pandemic then took sales to a new level in 2020.
The recent interest in immunisation saw several players become interested in launching novelty items to leverage momentum. Not only consumer health companies were focused on this, but other industries also started using immunisation claims to attract consumer attention.
Differentiation is quite limited in vitamins. To counter this issue, leading players focus on offering vitamins associated with other substances or targeting specific niches.
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This report originates from Passport, our Vitamins research and analysis database.
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