Vitamins will observe increased growth in 2020 due to health concerns regarding the COVID-19 pandemic, the increased interest in health and wellbeing, as well as increased education about diets and vitamins. Vitamin C is the fastest growing category as this is well known as a product that supports immunity.
Although international producers continued to lead vitamins in 2020, domestic firms have been very active in terms of new product developments during the latter end of the review period. In particular, convenient vitamin sprays, which are easy and fast to apply, are becoming more popular among Estonians and are experiencing increasing sales.
Vitamins is dominated by standard products, with most of the leading brands also considered OTC products, as they maintain a higher than recommended daily dose of vitamins. This implicates some restrictions on the distribution, advertising and packaging of these products.
Whilst vitamins will see good growth in 2020, this growth is set to dwindle over the forecast period as the category will compete with dietary supplements and natural methods of boosting immunity, such as eating more fruit and vegetables. Additionally, when the COVID-19 pandemic is over and consumers are no longer in fear of contracting it, purchases of vitamins for this reason will greatly reduce.
Vitamins is a developing category and competition is expected to grow over the forecast period, as the number of products and producers increases annually. New developments are emerging across all price platforms and different distribution channels, causing high sales fragmentation.
Major brands are set to retain control of vitamins over the forecast period due to their strong reputations and increasing consumer purchasing power. As consumers continue to enjoy increased disposable incomes, they will likely prioritise efficacy of product over price and thus favour well-established, high-quality brands.
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Understand the latest market trends and future growth opportunities for the Vitamins industry in Estonia 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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