In 2020, vitamins is expected to see stronger current value growth than in the previous year. This is likely to be as a result of Israelis increasing their demand for vitamins due to COVID-19 in 2020 as more consumers focus increasingly on their health and wellbeing.
E-commerce is an important channel for vitamins and dietary supplements and is likely to increase its retail value share in 2020 as a result of the pandemic. Many consumers started ordering vitamins online during lockdown and others are preferring to stay at home after lockdown ended resulting in increased use of e-commerce platforms.
Ta'am Teva-Altman General Partnership is expected to maintain its lead in vitamins in 2020 despite losing share to smaller players listed under “others”. Its Altman brand, however, remains the most popular range in vitamins, but is losing some value share in 2020 despite the company’s strong e-commerce presence and marketing.
After the expectation of an increase in the current value growth rate of vitamins in 2020, the growth rate in 2021 is expected to drop back at constant 2020 prices. As the number of cases of COVID-19 falls, some consumers are expected to consume fewer types of vitamins, and some who turned to them in a time of health crisis may cease their consumption.
Given that new vitamins are unlikely to be discovered or produced and consumers usually take vitamins based on their specific needs, manufacturers need to focus their investments in innovations elsewhere. Thus, innovation in this category focuses on improving absorption, which also helps to contest the view that consuming vitamins in the pill format is not as effective as consuming them through food.
An increasing number of Israelis are engaging in sports activities and vitamins which are considered useful for this purpose are in demand. Vitamin D is regarded as helpful for those who engage in sport and recorded strong retail value growth over the review period.
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Understand the latest market trends and future growth opportunities for the Vitamins industry in Israel with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Vitamins research and analysis database.
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