The outbreak of COVID-19 led to a significant increase in demand for vitamins, with consumers purchasing items they believed would help protect them from the virus. Therefore, vitamins is set to record value growth of 17% in 2020, compared to 5% value growth in 2019.
Furthermore, vitamin C is traditionally a seasonal product, used for the cold and wet winters in Denmark. Therefore, there was also increased advertising for vitamin C during this time, which coincided with the lockdown, increasing awareness and stockpiling of the product.
Vitamin D is also expected to record a double-digit increase in 2020, moving from 7% value growth in 2019 to a prediction of 18% value growth in 2020. Due to COVID-19 restrictions and the implementation of a lockdown, Danes reached for the vitamin, worried about the lack of exposure they were having to the sun.
Orkla Care A/S is set to lead the landscape in 2020, offering top vitamin range Livol, which has almost a quarter of share on the landscape. GSK Consumer Healthcare is expected to retain its second-place position during the year, offering Multi-tabs, as private label player Matas remains in third.
Growth is set to see a significant increase in 2020, as consumers stockpile vitamins they believe will benefit their health, hoping to give them some protection against the outbreak of the virus. However, in 2021, value growth is set to decline, as demand reduces once more.
In response to the outbreak of COVID-19 in 2020, vitamins became increasingly popular in Denmark. As such, players have the opportunity to launch new vitamins in response to the heightened demand for immunity-boosting products.
After a decline in growth in 2021, multivitamins will drive positive value growth across the forecast period, benefiting from the rising health and wellness trend in the country. Many Danish consumers will continue to view multivitamins as a prevention method, also used by some to substitute a sub-optimal diet, leading to continued growth on the landscape.
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Understand the latest market trends and future growth opportunities for the Vitamins industry in Denmark with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Vitamins research and analysis database.
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