COVID-19 will provide a significant boost to growth in value sales of vitamins during 2020. The pandemic has heightened consumer interest in products with the potential to boost their immune system.
Demand for vitamins is seasonal, peaking during the autumn as consumers prepare for the long and relatively harsh Lithuanian winter. Vitamin C is particularly popular in this regard, as are multivitamins, with these two products accounting for the bulk of value sales of vitamins in Lithuania.
Private label will continued to gain value share in vitamins during 2020, and the share of value sales accounted for by private label is now approaching the combined share of the top two players – Orkla Group and Bayer AG. Indeed, the second- and third-ranked brands in vitamins – Santamed SA’s Live Well Multivitaminai and Medigate UAB’s Vivavit – are both private label offerings.
Current value sales growth in vitamins is set to remain vigorous during the forecast period. In general, Lithuania is not one of the healthiest nations in the world, and local diets tend to be high in salt, sugar and fat.
Local consumers tend to be quite conservative when it comes to formats in vitamins, and tablets remain dominant. However, consumer interest in new formats is rising, especially those offering greater convenience and those aimed at attracting children, and this trend will gather pace over the course of the forecast period.
Vitamin B is set to post the highest rate of value sales growth in single vitamins during the forecast period. Consumers are becoming increasingly aware of the important role played by vitamin B in maintaining the nervous system.
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Understand the latest market trends and future growth opportunities for the Vitamins industry in Lithuania 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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