Executive Summary

Oct 2019
PROSPECTS
The health trend and favourable market conditions attract more producers

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.

Price-competition is high, but premiumisation is rising too

Vitamins is a developing category and competition continues to grow, 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.

Wider distribution options benefit non-OTC vitamins

Vitamins is developing differently across various channels. Smaller players and new producers commonly choose smaller healthfood shops and internet retailing, due to the lower costs and ease of starting a business.

COMPETITIVE LANDSCAPE
GSK and Nycomed lead a fragmented category

GSK Consumer Healthcare overtook sales leadership from Nycomed SEFA AS in 2019, thanks to the former acquiring Pfizer Inc and GlaxoSmithKline Inc brands, with Magvit B6 being the most prominent. Nycomed SEFA was present with its Apovit brand, which was popular in single and multivitamins categories.

Products become more advanced

Although international producers continued to dominate vitamins in 2019, domestic firms were very active in terms of new product developments. Convenient vitamin sprays, which are easy and fast to apply, are becoming more popular among Estonians.

Private label is on the rise

Many private label vitamins were launched by leading players in 2018-2019. Rimi Eesti Food AS, one of the largest grocery retailers in Estonia, offered a range of vitamin C products with different flavours at affordable prices under its ICA private label name.

Want to find out more about this report?
Request more information
Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Your Recently Viewed Reports

Vitamins in Estonia

SAMPLES:

FAQS ABOUT SAMPLES

DELIVERY:

Files are delivered directly into your account within a few minutes of purchase. 

OVERVIEW

Discover the latest market trends and uncover sources of future market growth for the Vitamins industry in Estonia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Vitamins industry in Estonia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Vitamins in Estonia market research report includes:
  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as: 
  • What is the market size of Vitamins in Estonia?
  • What are the major brands in Estonia?
  • Are combination products with acetaminophen still popular?
Why buy this report?
  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Health market research database.

Vitamins in Estonia - Category analysis

HEADLINES

PROSPECTS

The health trend and favourable market conditions attract more producers
Price-competition is high, but premiumisation is rising too
Wider distribution options benefit non-OTC vitamins

COMPETITIVE LANDSCAPE

GSK and Nycomed lead a fragmented category
Products become more advanced
Private label is on the rise

CATEGORY DATA

Table 1 Sales of Vitamins by Category: Value 2014-2019
Table 2 Sales of Vitamins by Category: % Value Growth 2014-2019
Table 3 Sales of Multivitamins by Positioning: % Value 2014-2019
Table 4 NBO Company Shares of Vitamins: % Value 2015-2019
Table 5 LBN Brand Shares of Vitamins: % Value 2016-2019
Table 6 Forecast Sales of Vitamins by Category: Value 2019-2024
Table 7 Forecast Sales of Vitamins by Category: % Value Growth 2019-2024

Consumer Health in Estonia - Industry Overview

EXECUTIVE SUMMARY

Estonians’ interest in consumer health increases
Price-competition strengthens, while consumers’ rising health knowledge benefits smaller categories
Competitive landscape trends in 2019 are consumer-fuelled
Channels for non-OTC products are the more dynamic
A more moderate performance is predicted as maturity sets in

MARKET INDICATORS

Table 8 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 9 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 10 Sales of Consumer Health by Category: Value 2014-2019
Table 11 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 13 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 14 Distribution of Consumer Health by Format: % Value 2014-2019
Table 15 Distribution of Consumer Health by Format and Category: % Value 2019
Table 16 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 17 Forecast Sales of Consumer Health by Category: % Value Growth 2019-2024

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches

DEFINITIONS

SOURCES

Summary 1 Research Sources