Vitamins in Bulgaria

2021 DEVELOPMENTS

Local vitamin brand owners with outstanding growth driven by COVID-19

The two leaders in vitamins, Actavis EAD Sopharma AD and Actavis EAD, managed to consolidate their share in the category thanks to boosted demand for single vitamins such as vitamin C and vitamin B during the pandemic in 2020. Although demand for immune support vitamin C was much lower in 2021 than during the initial waves of COVID-19 in 2020, sales levels were still higher than they were before the pandemic in 2019.

Slowed growth for mature multivitamins

Multivitamins is a relatively mature category and growth in 2021 was further limited by new innovative formulas coming from combination dietary supplements positioned for immune support. It is expected that personalisation trends will continue to sustain demand in multivitamins despite its relative maturity level.

Rising health awareness following COVID-19 continues to drive demand in vitamins

In 2021, following the COVID-19 pandemic, Bulgarians became even more mindful about illness prevention and supplementing their diets to boost their immune systems. The popularity of personalised laboratory tests to determine deficiencies in vitamins and minerals is growing in the country.

PROSPECTS AND OPPORTUNITIES

Origin of vitamins increasingly important

Health awareness and interest in clean food and formulas is gaining importance among urban consumers with higher purchasing power in Bulgaria. The vegan movement in the urban centres of the country has evolved into increased interest in green formulas and organic plant origin of vitamins, including vitamin B and vitamin C.

Promotional activity and increased health awareness to stimulate interest in multivitamins

Brand owners are expected to focus even more on marketing and promotions to sustain sales of their brands in the mature category of multivitamins over the forecast period. The high level of pharmacy consolidation in Bulgaria allows for increased discounting due to economy of scale.

Private label expansion expected

Vitamins are expected to become increasingly attractive for private label brands into the forecast period, with a number of companies likely to launch their own ranges. Vitamins has high potential as a popular lifestyle category and the future looks positive for the product.