Vitamins in Guatemala

PROSPECTS

Interest in health and wellness drives sales

As consumers become increasingly concerned about health and wellness and the adequate intake of nutrients, vitamins gained attention. The ageing population trend also stimulates sales, as healthcare specialists recommend the intake of vitamins to prevent ailments related to ageing.

Vitamin C sees faster growth, but multivitamins leads sales

Vitamin C is the leading type in single vitamins in retail volume and value sales. Most consumers understand the benefits of vitamin C, such as prevention from the common cold.

Distribution of vitamins

Vitamins are sold through store-based (eg healthcare specialist retailers and modern grocery retailers) and non-store (eg direct selling) retailing. A larger selection of vitamins is usually found in chemists/pharmacies and drugstores, where many consumers prefer to buy, as they seek advice and recommendations on the best vitamins and brands/products for their needs.

COMPETITIVE LANDSCAPE

Generics remain a popular choice

Generics continued to account for the highest-single retail value share in vitamins in Guatemala in 2018. The appeal of generics is based mainly on low unit prices, which attract middle-to-low-income consumers.

Weak private label presence

Private label remained negligible in vitamins in 2018. Modern retailers in Guatemala have not yet developed ranges of vitamins, unlike in more developed markets.

Segmentation is an important trend

Segmentation by age, gender and lifestyle is increasingly observed in vitamins in Guatemala. Companies use the strategy to position their brands/products and attract specific consumers.

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