Vitamins in Norway

PROSPECTS

Long dark winters create need for vitamin D and vitamin K2

Other single vitamins and vitamin D saw the most dynamic growth in current value terms in 2019, with these categories expected to continue seeing the best performances over the forecast period. Many Norwegians have a vitamin D deficiency due to the long dark periods during the winter and as education and awareness of this has improved so has the demand for vitamin D.

Proposed legislation for fortified food could threaten growth of vitamins

The Norwegian Food Authority put forward a proposal in 2018 for simplifying the legislation governing the fortification of food with vitamins and minerals. The draft regulation encompasses a “positive list” and maximum allowances of the substances on this list, which can then be added to foodstuffs without any further reporting to the authorities.

Shift to plant-based diets creates new audience for single vitamins

Local company Sentio conducted a survey in 2019 which found that around a third of Norwegians had plans to reduce their meat consumption. Furthermore, the number of vegetarians in Norway, as well as in the whole of Scandinavia, is continuously growing, while many others are looking to reduce their meat consumption.

COMPETITIVE LANDSCAPE

Takeda Nycomed leads thanks to trust in its brands

Takeda Nycomed led vitamins during 2018, as it has a large assortment of multivitamins and single vitamins distributed through various chemist/pharmacy chains. Several of its products are also marked as OTC medicines with an ATC code, ie they are considered as medicines rather than just vitamins, due to the high vitamin content.

Orkla benefits from strong distribution

Domestic company Orkla Care AS retained second place in the rankings in vitamins in 2019, with a solid foothold within grocery retailers for its largest brand Collet, as well as its smaller multivitamins brand Vitaplex. The company’s vitamins portfolio benefits from an excellent distribution network, with Orkla being a large supplier of consumer goods in Norway.

Consumers increasingly going online in search of vitamins

Store-based retailing continued to lose share in 2019 as internet retailing continued to record dynamic growth. Internet retailing was the fastest growing sales channel within vitamins in 2019, and it is expected to continue developing at a steady pace over the forecast period.

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