In response to COVID-19, many consumers turned to vitamins, both multivitamins and single vitamins, with households stockpiling in March and April against potential shortages and to limit the number of trips to stores, as well as to boost immunity and health. Demand in 2020 is expected to remain strong, despite stockpiling, as consumers seek to improve their health and wellness as a result of the pandemic.
Vitamins looks set to show an improved performance during the forecast period. Aside from the underlying trend of rising health awareness in Canada, development will be bolstered by the ageing of the population.
GlaxoSmithKline Consumer Healthcare, the recently formed joint venture between GlaxoSmithKline Plc and Pfizer, continues to lead vitamins sales thanks to the strength of its Centrum brand. Centrum enjoys high levels of recognition and trust among consumers, and is widely available across Canada.
Multivitamins is expected to remain the largest and most dynamic category in volume and current value sales terms over the forecast period. According to Statistics Canada, 23% of Canadians regularly take at least one multivitamin supplement.
Vitamin D and vitamin C will remain the most popular single vitamins categories in Canada over the forecast period, with both projected to register robust volume and current value growth. Vitamin D can help to reduce the risk of osteoporosis, with the category being well placed to benefit from both population ageing and the fact that women – who are most susceptible to this condition – are more likely to take vitamins than men.
Private label penetration in vitamins will remain high in Canada over the forecast period. While private label lines primarily compete on price, they also offer more sophisticated products that are formulated to provide optimum benefits for specific demographic groups.
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Understand the latest market trends and future growth opportunities for the Vitamins industry in Canada with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Vitamins research and analysis database.
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