Vitamins in Lithuania

PROSPECTS

Growing health concerns and purchasing power boost sales

Vitamins directly benefits from the growing popularity of the health and wellness trend in Lithuania. 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.

Attention to single vitamins grows

In general, multivitamins is the largest and the most popular category of vitamins in Lithuania. Multivitamins offer convenience, the feature most demanded among numerous categories of Lithuania’s consumer health market.

Formats move beyond tablets

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

COMPETITIVE LANDSCAPE

Orkla benefits from reputation and wide reach

Orkla remained the leader in value sales terms in vitamins in Lithuania in 2018. The company benefits from the popularity of its Livol multivitamins, which have a good reputation and relatively affordable price range, the features, highly appreciated by Lithuanian consumers.

Private label is gaining

Private label was gaining share in vitamins in Lithuania in 2018. Although still not the first choice of most consumers, the products themselves are a perfect match for private label line development for the major pharmacy chains in the country.

Consumer base is mature and urban

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

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