Vitamins in Colombia

PROSPECTS

Low penetration remains an issue for vitamins in Colombia

Although Colombians continued to show an increasing interest in self-care and prevention, purchasing vitamins that might be able to prevent serious health problems in the long term is not a priority for them. This can be attributed to the high costs of regular consumption, with some Colombians instead relying on fortified packaged foods and beverages or supplement nutrition drinks.

Expected switch of vitamin D from prescription to OTC

Almost all single vitamins are only meant to be sold OTC in combination with minerals, such as zinc. However, it is possible to purchase single vitamins from natural food stores or specialised retailers, without further purchases, especially for specific needs, such as sportspersons using vitamin D to reduce the effects of their activities on their bodies, helping them to avoid injuries in the short term and recover more quickly.

Multivitamins still dominates sales

Multivitamins continued to hold the largest value share overall in 2019, since most brands enjoy a general health positioning. Segmentation within multivitamins continued to be weak in Colombia, with age rather than gender or use being the main targeted group compared to more developed markets.

COMPETITIVE LANDSCAPE

Domestic players lead vitamins

Laboratorios JGB led vitamins in 2019 due to its flagship brand Kola Granulada JGB. It has been present for almost 90 years in Colombian consumer health and offers a variety of flavours, including vanilla, chocolate, strawberry and original to target a wide audience, even children.

Private label remains negligible in vitamins

Private label continued to have a negligible presence in vitamins at the end of the review period. Players in retail channels such as supermarkets or hypermarkets have not developed any vitamin product lines, unlike in more developed markets.

Vortex Laboratory concentrates on vitamin D

While there were four suppliers of vitamin D in Colombia five years ago, there are now eight players supplying vitamin D in the marketplace. Vortex Laboratory has successfully specialised in supplying only this vitamin.

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