Despite a positive outlook for vitamins, the penetration of these products in Colombian households is expected to remain low. The main barrier to adoption is the price, especially for lower-income groups who, despite their need to supplement their nutrition, consider vitamins to be non-essential.
Multivitamins will remain the most important category, with an expected positive growth rate over the forecast period. The traditional Tarrito Rojo brand from JGB, which faced some difficulties in 2022 due to inflationary pressures and commercial issues, is expected to continue as the top player.
Private label brands still have a very limited presence in the competitive landscape in Colombia. Modern retailers in the country have not developed a comprehensive offering of vitamins, unlike in more developed markets.
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Understand the latest market trends and future growth opportunities for the Vitamins industry in Colombia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Vitamins industry in Colombia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is the aggregation of multivitamins and single vitamins.See All of Our Definitions
This report originates from Passport, our Vitamins research and analysis database.
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