There is increasing consumer awareness of vitamins and dietary supplements in the Dominican Republic. This is particularly the case among the more educated middle and upper-middle class, with such consumers the most willing to buy and likely to be able to afford these products in order to improve their nutrition.
Within the single vitamin categories, vitamin B remains the most popular, accounting for three quarters of total single vitamin value sales in 2019. Dominican consumers recognise the benefits associated with vitamin B complex and turn to it for energy, mood improvement and maintaining overall good health.
In paediatric vitamins, chewable, flavoured presentations are strong performers, as children enjoy consuming them. Colourful designs and cartoons are common on paediatric vitamin packaging to make the product more attractive to children and encourage their willingness to consume them, with a good example of this being KAL Dinosaurs.
Vitamins is still a largely fragmented category in the Dominican Republic, with a strong presence of both local and international brands, along with generics. Overall, GSK Consumer Healthcare’s Centrum brand led vitamins in 2019.
Internet retailing still only accounts for a small share of overall retail value sales of vitamins in the Dominican Republic. However, sites like https://www.
Thanks to low prices, consistent supply and broad distribution, generics continued to record strong growth in value sales in vitamins in 2019. Standard brands have come to depend on name recognition, product promotions and an online presence to compete effectively and retain their consumer base.
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This industry report originates from Passport, our Consumer Health market research database.