Non-store retailing has a more prominent position in vitamins than in most other areas of consumer health in Nigeria, with e-commerce and direct selling through network marketing amongst the most important distribution channels. Major players have adopted network marketing strategies as a means of distributing their products.
During the review period, multivitamins continued to outperform single vitamins in terms of value sales. This tendency is projected to continue during the forecast period, owing to consumers' lack of knowledge about the individual benefits of single vitamins.
Major vitamins manufacturers are likely to show a growing commitment to strong marketing and promotional activity during the forecast period, as increasing competition reinforces the onus on players to differentiate their offer. This has led to constant promotional activity, including door-to-door marketing, which has, in turn, helped to raise awareness of the importance of vitamins in maintaining consumers’ physical and mental wellbeing.
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Understand the latest market trends and future growth opportunities for the Vitamins industry in Nigeria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Vitamins industry in Nigeria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is the aggregation of multivitamins and single vitamins.See All of Our Definitions
This report originates from Passport, our Vitamins research and analysis database.
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