Executive Summary

Oct 2019
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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Vitamins in Guatemala

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OVERVIEW

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

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

HEADLINES

PROSPECTS

Health and wellness drives sales as vitamins releases new formats
Multivitamins leads sales as consumer awareness of single vitamins is low
Health and beauty specialist retailers benefit from extensive ranges and offer of advice

COMPETITIVE LANDSCAPE

Generics remain a popular choice whilst private label is weak
Vitamin C players invest in rainy season marketing to drive sales
Players target pregnant women and the elderly with segmented offerings

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 Guatemala - Industry Overview

EXECUTIVE SUMMARY

Consumer health a hard landscape for competitors in Guatemala
Industry growth is driven by social pharmacies and health and wellbeing trend
Global brands and generics lead the majority of consumer health
Distribution is led by chemists/pharmacies whose untrained staff posing challenges for brand positioning
Health and wellness trend is set to drive growth over the forecast

MARKET INDICATORS

Table 8 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 9 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 10 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 11 Sales of Consumer Health by Category: Value 2014-2019
Table 12 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 13 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 14 LBN Brand Shares of Consumer Health: % Value 2016-2019
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 preventive medicine
Switches

DEFINITIONS

SOURCES

Summary 1 Research Sources