Multivitamins will remain by far the largest vitamins category in Mexico over the forecast period, and looks set to continue posting robust growth in volume and current value sales. Demand will be bolstered by increasing appreciation for the convenience of these products, which are perceived as an easy way to ensure a balanced intake of essential nutrients and reduce the risk of a wide variety of health problems.
The segmentation of product ranges by gender and age is becoming an increasingly important competitive strategy in multivitamins. The GNC range includes variants such as GNC Mega Teen and GNC Women’s Ultra Mega, for instance, while Centrum offers Centrum Gender products for men and women, as well as Centrum 50+ for older people.
Increasingly busy lifestyles and growth in the number of women working outside the home are leaving many Mexican families with less time to cook healthy meals at home. This should continue to strengthen interest in paediatric vitamins over the forecast period, though demand for such products is likely to be tempered somewhat by falling birth rates.
Pfizer launched its Emergen-C brand in Mexico towards the end of the review period. Available in lemon and orange flavours, the brand combines vitamin C and B complex vitamins with antioxidants and minerals.
Local manufacturer Grisi Pharma revamped the image of its C-Boost brand in 2019 with a new eye-catching packaging design and a new logotype. Having a limited capacity for investment in mass media advertising, the company hopes these changes will help to drive demand for the brand by improving its visibility on crowded retail shelves.
Private label maintained a strong presence in vitamins in 2019, with the Dr Simi line from Farmacias Similares claiming a significantly larger value share than any branded competitor to retain its overall lead. Major health and beauty specialist retailers like Farmacias Similares and Farmacias del Ahorro offer diverse private label lines that cover both multivitamins and single vitamins categories.
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This industry report originates from Passport, our Consumer Health market research database.