Executive Summary

Oct 2019
PROSPECTS
Vitamins still with upward trajectory

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.

Seasonality plays a role

Purchasing of vitamins in Germany generally takes place throughout the year. However, there are certain “spike” months linked to seasonal factors.

Vitamins face stronger threat from functional food and beverages

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.

COMPETITIVE LANDSCAPE
Abtei further strengthens its lead in vitamins

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.

Doppelherz benefits from a strong brand image

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.

Private label leads sales overall

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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OVERVIEW

Discover the latest market trends and uncover sources of future market growth for the Vitamins industry in Germany 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 Germany, our research will save you time and money while empowering you to make informed, profitable decisions.

The Vitamins in Germany 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 Germany?
  • What are the major brands in Germany?
  • 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 Germany - Category analysis

HEADLINES

PROSPECTS

Vitamins still with upward trajectory
Seasonality plays a role
Vitamins face stronger threat from functional food and beverages

COMPETITIVE LANDSCAPE

Abtei further strengthens its lead in vitamins
Doppelherz benefits from a strong brand image
Private label leads sales overall

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 Germany - Industry Overview

EXECUTIVE SUMMARY

Good overall performance from consumer health in 2019
Increased emphasis on healthy diet on top of regular exercise
Competitive landscape remains fragmented with many local and global players
Pharmacies remains the biggest channel as e-commerce continues to grow
The future consumer will be older and richer

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 Penetration of Private Label in Consumer Health by Category: % Value 2014-2019
Table 15 Distribution of Consumer Health by Format: % Value 2014-2019
Table 16 Distribution of Consumer Health by Format and Category: % Value 2019
Table 17 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 18 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 preventative medicine
Switches
Summary 1 OTC: Switches 2018-2019

DEFINITIONS

SOURCES

Summary 2 Research Sources