Vitamins in Guatemala

PROSPECTS

Health and wellness drives sales as vitamins releases new formats

Vitamins gained attention in 2019, as consumers become increasingly concerned about health and wellness and their adequate intake of nutrients. A major driver of value sales was the focus of preventing illness by complementing a healthy diet with vitamins.

Multivitamins leads sales as consumer awareness of single vitamins is low

Multivitamins continued to account for the highest retail volume and value sales in 2019. Many consumers prefer multivitamins, which they perceive as general wellbeing items and easier to use.

Health and beauty specialist retailers benefit from extensive ranges and offer of advice

Vitamins are sold through store-based (healthcare specialist retailers and modern grocery retailers) and non-store (direct selling) retailing. A larger selection of vitamins is usually found in chemists/pharmacies and drugstores/parapharmacies, where many consumers prefer to buy, receiving advice and recommendations.

COMPETITIVE LANDSCAPE

Generics remain a popular choice whilst private label is weak

Generics continued to account for the highest-single retail value share in vitamins in 2019. The appeal of generics is based mainly on low unit prices, which attracts middle-to-low-income consumers.

Vitamin C players invest in rainy season marketing to drive sales

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

Players target pregnant women and the elderly with segmented offerings

Segmentation by age, gender and lifestyle is increasingly observed in vitamins in Guatemala. The strategy is used to position their offerings to attract specific consumers.

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