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