The slowdown in sales of multivitamins continued in 2019 after growth slowed sharply in the category in 2018. The main reason for the slower growth in the category towards the end of the review period is maturity of demand, combined with the rising consumer interest in rival products.
In single vitamins, the highest sales growth in 2019 was registered in vitamin D. This can be attributed partially to the category rising from a smaller sales base than either vitamin B or vitamin C.
The outlook for vitamins during the forecast period is very positive. In particular, value sales are likely to be driven by the premiumisation trend, with the largest category of multivitamins maturing and more niche products categorised under single vitamins increasingly preferred by more sophisticated consumers with higher awareness of the importance of taking vitamins for maintaining good health.
Supravit remained the leading brand in vitamins in 2019, outperforming the category to extend its lead and underline its position as the leading name in vitamins in Bulgaria. Supravit’s parent company Kendy Swisse AG continues to focus on developing the brand, marketing it as a product that offers higher levels of added value at prices that are highly competitive with level products, notably those offered by direct selling companies.
International brands remained in control of sales of vitamins and 2019, with Supravit, Doppelherz, Citrovit Vitamin C, Centrum, Sanostol and Supradyn prominent among the leading names in the category. In addition, many of the most dynamic names in a category during the year are also international brands.
Direct selling continues to expand as a retail channel and Bulgaria and consumer health remains a major product area for many of the country’s leading direct selling companies. In addition, with the leading direct selling companies generally focusing on premium products, the increasing influence of direct selling companies is contributing to the premiumisation trend being seen across the category.
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This industry report originates from Passport, our Consumer Health market research database.