The growing health culture is seeing further retail volume and current value growth in 2019. For example, Federsalus (National Association of Producers and Distributors of Vitamins and Dietary Supplements and Herbal/Traditional Products) reports that a rising proportion of the 55-74-year-old population regularly adopts preventive health measures, including some participation in sport and/or fitness activity, frequent health checks and the consumption of vitamins and dietary supplements.
While expected to remain robust, retail volume and current value growth rates are projected to be slower over the forecast period, due to high penetration and maturity. The anticipated slowdown is linked to vitamins companies moving into combination dietary supplements with the launch of multivitamins with herbal or non-herbal ingredients.
The development of vitamins is being driven by segmentation, with products positioned for specific consumer groups, often according to age and gender. This successful strategy is increasingly applied by vitamins manufacturers in Italy.
Bayer is the leading player in vitamins through its Supradyn brand, which offers multivitamins with specific positioning, such as for energy and tonality, for over 50-year-old consumers. Bayer is increasingly aware of the key competitive advantage of catering to the increasing demand for specific needs products.
Swisse continues to see the fastest current value sales growth in 2019. The leading brand in vitamins in Australia, Swisse was launched in Italy under Procter & Gamble in 2016/2017.
While international brands occupy many of the leading places in vitamins, there are a number of important domestic companies in 2019. Dompé Farmaceutici, the third-ranked player, is present with Cebion in vitamin C and Femibion with multivitamins positioned for pregnant women.
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This industry report originates from Passport, our Consumer Health market research database.