The emergence of COVID-19 encouraged German consumers to take greater precaution while boosting their immune systems, which had a direct positive impact on demand for vitamins in 2020. A spectacular increase in sales was noted from February with a meteoric peak in the middle of March (week of March 16), with particularly high demand for vitamin C.
The COVID-19 outbreak also prompted an increasing number of parents in Germany to purchase higher quantities of paediatric vitamins including multivitamins that target teenagers, although children were generally perceived to be less susceptible to the virus. There has already been a strengthening trend to supplement children's daily nutritional intake in a bid to promote growth, strengthen immune defence mechanisms and improve concentration and memory.
Vitamins is a relatively fragmented competitive landscape in Germany with various domestic and multinational brands, as well as private label, all well presented. Increased demand for vitamins, especially vitamins C and D as well as greater interest in multivitamins, resulted in increasing sales for many major brands in 2020.
The emergence of the pandemic is likely to have a longer-term impact on consumers’ attitudes towards preventative health in Germany, driving particular demand for vitamins perceived to offer greater immune-boosting qualities. Therefore, while overall demand for both multivitamins and single vitamins will marginally slow in 2021 compared to the heights of 2020, it will remain fairly stable over the course of the forecast period.
Greater segmentation is also likely within multivitamins, with pregnancy, teenagers and women all gaining further ground in terms of positioning within this category in 2020. With men’s health moving further into focus in Germany as males become increasingly health conscious and more open to wellness and fitness trends, multivitamins designed for men were also among the main growth drivers in 2020 with double-digit current value growth.
In the opinion of the average German consumer, vitamins are a generic product, so they expect them to be low-priced whilst still being effective. To change this perception, an increasing number of manufacturers are looking for a way to differentiate and stand out from competitors when attempting to attract consumers.
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Understand the latest market trends and future growth opportunities for the Vitamins industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Vitamins industry in Germany, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Vitamins research and analysis database.
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