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Learn moreOct 2019
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Vitamins saw growth over the review period, and this is predicted to continue in the future, with New Zealanders buying more vitamins, especially through the supermarket channel. According to the Ministry of Health, 5% of New Zealanders are deficient in vitamin D, which is predicted to increase demand for single vitamins, including vitamin D, and multivitamins as well.
Many companies are trying to move away from traditional formats of vitamins, in the form of capsules/tablets, to formats such as gummies and effervescent tablets that are easier to take. More innovation is expected to take place, with companies introducing formats such as oral sprays that are simple and convenient to use.
Weak regulation of complementary medicines in New Zealand may lead to a slowdown in growth in vitamin sales in the next few years. The New Zealand government is being accused of stalling for time, since it announced another round of consultation aiming at formulating new legislation for vitamins and dietary supplements.
Vitafizz, an effervescent range from Red Seal, has been performing well since its launch in 2018. Its success can be attributed to the convenient format and energetic look of the product, which the company is planning to roll out to its other supplement offerings.
After being acquired by Hong Kong listed H&H group in 2017, Swisse Wellness has been making efforts to innovate and launch new products. The company introduced its family planning and infants range with multivitamins for pre-conception and pregnancy: Ultinatal Vitamin D3 liquid for children and breastfeeding support, with vitamins B1, B2, B3, B4, B5 and B6.
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Discover the latest market trends and uncover sources of future market growth for the Vitamins industry in New Zealand with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Vitamins industry in New Zealand, our research will save you time and money while empowering you to make informed, profitable decisions.
This industry report originates from Passport, our Consumer Health market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.