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