Value sales of vitamins in Germany continued to grow in 2019 with further healthy performance expected in the coming years, with vitamin C remaining most popular due to its broad positioning. German consumers take vitamin C in many situations, including as prevention to reduce the risk of getting the common cold.
Purchasing of vitamins in Germany generally takes place throughout the year. However, there are certain “spike” months linked to seasonal factors.
Despite good growth prospects overall in the coming years, there is a growing threat to sales of vitamins from functional food and beverages. The trends towards both convenience and health and wellness result in consumers wanting healthy supplements without having to remember to take pills.
In 2019, Abtei OP Pharma remained the leading brand manufacturer in vitamins and further strengthened its share, largely thanks to the growing sales of its key product in multivitamins, Abtei A-Z komplett. Furthermore, consumers continued to appreciate its wide selection of products in single vitamins.
Third-ranked Queisser Pharma also gained share in 2019 through its Doppelherz brand. Like Abtei, the company continued to benefit from strong awareness of the Doppelherz brand in Germany, which is supported by ongoing marketing and advertising activities.
In 2019, private label commanded the strongest share of sales in vitamins, with the leading players being the products from drugstore chain Rossmann and the discounters chain Aldi Nord and Aldi Süd. In order to compete with low prices offered by private label players, both Abtei and Queisser Pharma are increasingly focusing on the medical benefits of their products rather than their active ingredients, highlighting this in their frequent advertisements.
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This industry report originates from Passport, our Consumer Health market research database.