Vitamins in Bulgaria

PROSPECTS

Multivitamins’ outstanding performance driven by customisation trends

Multivitamins drove the growth of overall vitamins in Bulgaria due to intensifying customisation trends. Immune support vitamins were marketed specifically as supporting colds and flu, which increased their popularity as the cold and flu season in 2018 was relatively strong.

Vitamin B’s strong performance in single vitamins

The main reason for vitamin B’s outstanding performance in 2018 was the increased awareness amongst consumers about the benefits and role played by vitamin B for a broad spectrum of biological functions. In 2018, brand owners focused on boosting awareness of the need to supply vitamin B amongst specific groups.

Prevention and urban lifestyle to sustain demand over the forecast period

Bulgarian consumers are increasingly tuned to health and longevity as a culture and mindset that incorporates a more responsible and disciplined approach to self-care. This includes monitoring and maintaining a healthy diet, including an intake of additional vitamins to overcome deficiencies.

COMPETITIVE LANDSCAPE

Players focus on boosting natural sourcing of vitamin C

In 2018, the mature category of vitamin C was stimulated by refreshed positioning of vitamin C products. Brand owners that positioned products marketed for the natural origin of the source of vitamin C benefitted from higher sales.

Sopharma’s growth due to convenient pricing and consolidation

In 2018, Sopharma’s brands demonstrated stable growth driven by positive image and reputation boosted by the dynamic growth of its Sopharmacy retailer including the digital platform. The conveniently-priced portfolio and increasing demand for consumer health products further stimulated the positive performance of its legacy vitamin C brand.

Private label’s expansion in vitamins

Vitamins is perceived as a high potential category for private label owners. The rapid development of health and beauty specialist retailers facilitates the dynamic development of private label presence in large and mature category such as vitamins.

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