Executive Summary

Oct 2019
PROSPECTS
Rising health concerns and purchasing power ensure growth

In 2019, vitamins directly benefited from the growing health and wellness trend in the country. In general, Lithuania is not one of the healthiest nations in the world, and Lithuanians consume large quantities of salt, sugar and fat in their daily diets.

Overall slowdown in growth, and greater popularity of single vitamins

Despite continuing to see a current value increase, the rate of growth in vitamins slowed towards the end of the review period, including in 2019. This was because of rising concerns about the efficacy of such products.

New formats attract both adults and children

In general, vitamins in Lithuania is quite conservative, with tablets being the most popular format over the review period. Some dissolving tablets are available in mass retail, but they are never the first choice when it comes to tackling serious problems.

COMPETITIVE LANDSCAPE
Private label leads, and grows its share with launch of a supermarket line

Private label continued to gain share in vitamins in Lithuania in 2019. In fact, the combined private label share was higher than that of Orkla Health, the leading branded player in vitamins.

Orkla benefits from its reputation and wide reach

Although combined private label led vitamins in 2019, in terms of single players Orkla remained the leader in vitamins in value terms in Lithuania. The company benefits from the popularity of its Livol multivitamins.

Consumer base is mature, educated and urban

Vitamins is a category targeting a more educated consumer base, concerned about their health. As a result, these are mainly higher-income urban dwellers in their 30s and above.

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OVERVIEW

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

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

HEADLINES

PROSPECTS

Rising health concerns and purchasing power ensure growth
Overall slowdown in growth, and greater popularity of single vitamins
New formats attract both adults and children

COMPETITIVE LANDSCAPE

Private label leads, and grows its share with launch of a supermarket line
Orkla benefits from its reputation and wide reach
Consumer base is mature, educated and urban

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 Lithuania - Industry Overview

EXECUTIVE SUMMARY

OTC boosts growth due to product efficacy and wider distribution
Online diagnosis set to boost internet retailing
GSK Consumer Healthcare extends its lead despite high fragmentation
Wider distribution reduces the share of chemists/pharmacies
Population decline and saturation set to lead to slower growth

MARKET INDICATORS

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

MARKET DATA

Table 10 Sales of Consumer Health by Category: Value 2014-2019
Table 11 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 13 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 14 Penetration of Private Label by Category: % Value 2014-2019
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
Summary 1 OTC: Switches 2018-2019

DEFINITIONS

SOURCES

Summary 2 Research Sources