Vitamins in New Zealand

PROSPECTS

Healthy growth seen in vitamins

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.

New formats expected to be seen in vitamins

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 may impede demand in the future

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.

COMPETITIVE LANDSCAPE

Red Seal doing well with its brand Vitafizz

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.

Swisse Wellness Pty Ltd moves up the ranking

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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