Vitamins in Colombia

2020 IMPACT

Pandemic increases awareness of wellbeing and consumer trust in vitamins as complementary solutions

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.

Immunity top of mind amongst consumers during pandemic

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.

Fairly consolidated amongst top three, but competitors gain share

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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