Vitamins sales continued to grow in 2019 as their role in maintaining good health is essential. Involved in many biochemical and biological reactions, they help fight infections by strengthening the body.
Increasing numbers of mothers are using vitamin combinations with the underlying objective of supplementing their children's daily nutritional intake in a bid to promote growth, strengthen immune defence mechanisms and improve concentration and memory. These products can give parents peace of mind when they are concerned about the gap between official nutrition recommendations and their child’s actual dietary habits, as children often do not eat a balanced diet and therefore suffer from deficiencies of vitamins, minerals and essential fatty acids.
Healthy individuals should typically receive all their necessary vitamins and minerals from a nutritious, well-rounded diet. However, for people who do not manage to get all of their nutrition from food or have reduced absorptive abilities, multivitamins are one method to guarantee vitamin intake.
Laboratories Juvat, with its Juvamine brand, is a leading player in mass distribution of vitamins and dietary supplements. Juvamine was the first brand to get involved in the distribution of vitamins and food supplements in the mass market via the supermarket/hypermarket distribution channel.
French start-up Les Bio Frères was created by three brothers aiming to bring something new to the world of vitamins and dietary supplements. The brothers have set up a sustainable and ethical brand aimed at serving the specific needs of vegetarians and vegans.
Multivitamins continued to dominate overall vitamins sales in 2019. Multivitamin products are often combined with minerals, while the offering is becoming increasingly segmented according to particular consumer profiles, notably the elderly, women, young people and children.
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This industry report originates from Passport, our Consumer Health market research database.