Vitamins in New Zealand

PROSPECTS

Rise of personalised vitamin services

Personalisation, a key consumer trend in many fmcg industries, is an interesting trend that has been observed in New Zealand. Companies such as Vitally, Wondermins and VITL that supply personalised vitamin packs catering to individual needs, have emerged.

Changing distribution

Pharmacies in New Zealand stock the largest variety of vitamins and supplements, with a range of specialised imports and domestically-manufactured goods that are often difficult to find elsewhere. While most consumers often purchase their vitamins alongside refilling their prescriptions at pharmacies, supermarket sales of vitamins have also increased significantly as people now consume vitamins as part of a daily routine, and not just because of any dietary deficiencies.

Companies introducing new formats

Most consumers reported disliking taking supplements in the form of pills and capsules, leading to companies introducing new formats. In 2017, Healtheries under Vitaco Health (NZ) Ltd introduced its Boost effervescent tablets range, which was followed by Red Seal’s Vita fizz effervescent tablets with four different variants for hydration, relaxation, performance and immunity.

COMPETITIVE LANDSCAPE

NZ consumers prefer NZ products

Vitamins is one of the OTC healthcare categories in which New Zealanders prefer buying local products over imported offerings. This is partially driven by the flexibility of local producers to launch new products based on local needs, tastes and preferences, but also due to the high regard and trust in which local products are held.

Vitaco Health NZ (Ltd) strengthens its position

Although Bayer New Zealand Ltd with its brand Berocca leads vitamins, Vitaco Health (NZ) Ltd with its brand Healtheries, is strengthening its position with the help of new product launches. The brand aims to produce high- quality products for New Zealanders at every age and stage in life.

Files are delivered directly into your account within a few minutes of purchase.