Local consumers’ greater focus on personal health and wellbeing contributed to the ongoing steady growth of vitamins in 2018. Many vitamins, both single and combination products, are being bought to supplement consumers’ daily diets.
In 2018, vitamin E posted the strongest current value growth thanks to rising consumer demand for supplements which support both the immune system and healthier looking skin and eyes, while also helping to slow the signs of ageing. The prevalent delivery formats remained pills and tablets, although RTD offerings are slowly emerging as more international brands become available in the local market.
In Macedonia, consumers tend to purchase vitamins for a variety of reasons. Their purchasing decisions are mostly driven by needs dictated by their age.
In 2018, Krka Farma, the local subsidiary of the Slovenian company Krka dd Novo Mesto, remained the leading player in vitamins. However, the company’s share continued to decline, primarily due to significantly stronger competition from smaller and lesser-known companies and brands.
Alkaloid AD Skopje, Macedonia’s largest domestic pharmaceutical company, ranked second in vitamins in 2018. The company continued to steadily grow its value share thanks to the success of its most recent launch, the Acerola brand, in addition to its well-established Vitamin C brand, which accounts for the majority of its overall vitamin value sales.
Vitamins has long been a fragmented category. Beyond the leading 10 companies, the category is highly fragmented, characterised by a number of smaller players selling primarily lower-priced vitamins to attract more price-sensitive consumers, with the quality of these often being dubious.
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This industry report originates from Passport, our Consumer Health market research database.