COVID-19 provided a significant boost to growth in retail value sales of vitamins during 2020. The pandemic heightened consumer interest in products with the potential to boost their immune system.
Manufacturers of vitamins generally target more educated consumers, as these tend to be more interested in health and wellness and have higher levels of purchasing power. They are particularly interested in higher-income urban dwellers in their 30s or older.
Valentis UAB continues to lead vitamins in 2021 despite the company losing value share. However, second ranked Euroapotheca UAB with its Live Well brand, a private label product, sees its value share increase as do Medigate UAB with its private label Vivavit.
Constant retail value sales of vitamins is expected to see growth during the forecast period. As the pandemic subsides, the consumption of single vitamins is likely to decelerate.
As demand for vitamins accelerated in 2020 due to many of these products’ immune boosting properties, companies are expected to market their products more actively during the forecast period in order to retain existing customers. Furthermore, players face strong competition in vitamins and companies are likely to provide news to the media regarding the benefits of taking vitamins during the forecast period to also attract new customers.
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.
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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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