Vitamins in Lithuania

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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