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Learn moreJan 2021
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Although Colombians had continued to show an increasing interest in self-care and prevention towards the end of the review period, many did not see purchasing vitamins to prevent serious health problems in the long term as a priority for them due to the high cost of regular consumption, resulting in low volume growth for the category.
Multivitamins is the dominant category in value share terms with brands such as Centrum not only offering multifunctionality in consumers’ minds but also greater value for money due to its lower average unit price compared to single vitamins. However, segmentation is underdeveloped within multivitamins, and more targeted towards age rather than gender, with elderly gaining marginal share in positioning in 2020.
While the competitive landscape of vitamins remained fairly consolidated amongst three leading players, Laboratorios JGB SA (due to the long-standing presence of its flagship brand Kola Granulada JGB), Tecnoquímicas (Vitafull MK, Kola Granulada MK) and GlaxoSmithKline (Centrum), all holding double-digit value share in 2020, they lost ground to a number of smaller players including Merck Colombia SA, Laboratorios Procaps SA, and direct sellers such as Omnilife, Oriflame and Amway.
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Discover the latest market trends and uncover sources of future market growth for the Vitamins industry in Colombia 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 Colombia, our research will save you time and money while empowering you to make informed, profitable decisions.
This industry report originates from Passport, our Consumer Health market research database.
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.