Executive Summary

Oct 2019
PROSPECTS
Population ageing boosts demand for vitamins

Vitamins looks set to show an improved performance during the forecast period, with overall volume and current value growth rates projected to surpass those recorded over 2014-2019. Aside from the underlying trend of rising health awareness in Canada, the development of the category will be bolstered by population ageing.

Convenience and segmentation underpin continued expansion of multivitamins

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.

Outlook remains bright for vitamin D and vitamin C

Vitamin D and vitamin C will remain the most popular single vitamins categories in Canada over the forecast period, and both are projected to register robust growth in volume and current value sales. Vitamin D can help to reduce the risk of osteoporosis, hence the category is 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.

COMPETITIVE LANDSCAPE
GSK Consumer Healthcare leads vitamins in 2019

GSK Consumer Healthcare, the recently formed joint venture between GlaxoSmithKline Plc and Pfizer, claimed the overall lead in vitamins in value terms in 2019 thanks to the strength of its Centrum brand. Centrum enjoys high levels of recognition and trust among consumers, and is widely available across Canada.

Convenient formats help Jamieson maintain its second-place ranking

Domestic companies maintained a strong presence in vitamins in 2019. The highest-ranked domestic player was Jamieson, which finished a close second behind GSK Consumer Healthcare.

Private label lines continue to perform well in vitamins

Private label penetration in vitamins is high, with only category leader GSK Consumer Healthcare claiming a larger value share in 2019. 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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OVERVIEW

Discover the latest market trends and uncover sources of future market growth for the Vitamins industry in Canada with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Vitamins industry in Canada, our research will save you time and money while empowering you to make informed, profitable decisions.

The Vitamins in Canada market research report includes:
  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as: 
  • What is the market size of Vitamins in Canada?
  • What are the major brands in Canada?
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Why buy this report?
  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Health market research database.

Vitamins in Canada - Category analysis

HEADLINES

PROSPECTS

Population ageing boosts demand for vitamins
Convenience and segmentation underpin continued expansion of multivitamins
Outlook remains bright for vitamin D and vitamin C

COMPETITIVE LANDSCAPE

GSK Consumer Healthcare leads vitamins in 2019
Convenient formats help Jamieson maintain its second-place ranking
Private label lines continue to perform well in vitamins

CATEGORY DATA

Table 1 Sales of Vitamins by Category: Value 2014-2019
Table 2 Sales of Vitamins by Category: % Value Growth 2014-2019
Table 3 Sales of Multivitamins by Positioning: % Value 2014-2019
Table 4 NBO Company Shares of Vitamins: % Value 2015-2019
Table 5 LBN Brand Shares of Vitamins: % Value 2016-2019
Table 6 Forecast Sales of Vitamins by Category: Value 2019-2024
Table 7 Forecast Sales of Vitamins by Category: % Value Growth 2019-2024

Consumer Health in Canada - Industry Overview

EXECUTIVE SUMMARY

Ageing but increasingly health-conscious population drives market expansion
Categories tapping into multiple trends post the best results
GSK Consumer Healthcare becomes overall market leader in 2019
Drugstores/parapharmacies remains the dominant distribution channel
Demographic and lifestyle trends will continue to fuel expansion of consumer health

MARKET INDICATORS

Table 8 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 9 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 10 Sales of Consumer Health by Category: Value 2014-2019
Table 11 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 13 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 14 Penetration of Private Label in Consumer Health by Category: % Value 2014-2019
Table 15 Distribution of Consumer Health by Format: % Value 2014-2019
Table 16 Distribution of Consumer Health by Format and Category: % Value 2019
Table 17 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 18 Forecast Sales of Consumer Health by Category: % Value Growth 2019-2024

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches

DEFINITIONS

SOURCES

Summary 1 Research Sources