Vitamins in Norway

2020 IMPACT

The outbreak of COVID-19 saw consumers increase their purchases of vitamins in Q1 and Q2, reaching for products they believed would benefit the immune system

The outbreak of COVID-19 will lead to a slight increase in demand for vitamins. Despite regular announcements stating that vitamins supplements will not help against COVID-19, unless there is a pre-existing deficit, vitamins B, vitamin C and vitamin D are all set to see an increase in growth, as consumers purchased these items in Q1 and Q2, believing they would help protect them from the virus.

As well as the outbreak of COVID-19, growth in 2020 is supported by the prevalence of vitamin D deficiencies, and the increasing popularity of vitamin K2

In particular, vitamin D will benefit from many Norwegians having a vitamin D deficiency, due to long dark periods during the winter. In addition, ongoing education and awareness of vitamin D deficiencies has supported growth in the product in 2020.

Takeda AS leads the landscape with sales of Nycoplus, while e-commerce sees an increase in growth, due to the outbreak of COVID-19

Takeda AS is set to retain its lead in 2020, with Nycoplus remaining the most popular product, with wide availability in pharmacies, as well as through e-commerce. The brands also offers a paediatric range, with attractive packaging appealing to children; a green owl for Nycoplus Omega 3 and a smiling fox for Nycoplus Multi barn.

RECOVERY AND OPPORTUNITIES

Growth will remain steady across the forecast period, with a slight increase compared to growth recorded in 2020

Value growth is set to remain positive across the forecast period, with growth set to be slightly higher than predicted growth for 2020. With consumers remaining wary of the COVID-19 virus across the early forecast period, this will benefit sales, particularly for those items which help the immune system.

Driven by the outbreak of COVID-19, immunity-boosting ingredients drive sales across the forecast period

Despite advice that taking vitamins would not be beneficial in warding off COVID-19, consumers still choose to increase their vitamin intake, with an increase in value growth for vitamin C noted for 2020. As such, players have the opportunity to respond to this increased demand across the forecast period, offering consumers new vitamins in response to the demand for vitamin C and immunity-boosting products.

COVID-19 leads to an increase in e-commerce sales, set to improve the online landscape across the forecast period

The outbreak of COVID-19 in the country saw an increasing number of consumers using e-commerce to purchase vitamins, preferencing the easy at-home retailing method, rather than leaving the house. This behaviour may also continue during the rest of 2020 and into the early forecast period, as some consumers remain wary of socialising and going out in public.