Vitamins continued to see current value growth in 2019, with increases in all categories due to local consumers’ greater focus on personal health and wellbeing. One of the reasons for growth was the trend of recommending certain vitamins for skin health, which is gaining importance in North Macedonia.
Vitamin B is growing in popularity in North Macedonia. Numerous press releases during the review period talked about the importance of taking B vitamins regularly for many different aspects of health, including immunity, energy production, skin condition and DNA synthesis, and to prevent headaches and anaemia.
In North Macedonia, consumers tend to purchase vitamins for a variety of reasons. Their purchasing decisions are mostly driven by needs dictated by their age.
In 2019, Krka Farma, the local subsidiary of the Slovenian company Krka dd Novo Mesto, remained the leading player in vitamins. However, the company’s share continued to decline, due primarily to significantly stronger competition from smaller and lesser-known companies and brands.
Vitamins has long been a fragmented category. Beyond the leading five companies, the category is highly fragmented, characterised by a number of smaller players selling primarily lower-priced vitamins to attract more price-sensitive consumers, with the quality of these often being dubious.
The leading producers are able to invest much more in marketing, so they are mostly focused on the most effective advertising channel of television commercials. On the other hand, smaller players rely mostly on POS banners and press advertisements.
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This industry report originates from Passport, our Consumer Health market research database.