Vitamins in Norway

PROSPECTS

Vegetarianism and veganism offer opportunities for growth

Sentio conducted a survey in 2016, finding that 23% of Norwegians avoided eating meat. The number of vegetarians in Norway, as well as in the whole of Scandinavia, is continuously growing, for animal welfare reasons and due to media reports on the impact of eating meat on climate change.

Growth in vitamins to combat the Norwegian climate and ageing

Other single vitamins and vitamin D saw the strongest current value growth in 2018, and these categories are expected to continue to see the best performances throughout the forecast period. Many Norwegians have vitamin D deficiency due to the long dark periods during the winter, which therefore leads to demand for vitamin D.

Expert discussion on the overconsumption of vitamins threatens forecast growth

Norwegians’ interest in a holistic approach to their own wellness and fitness has affected the interest in vitamins. Consumers have increasingly active lifestyles, and try to eat nutritious food such as whole foods.

COMPETITIVE LANDSCAPE

Takeda Nycomed leads vitamins

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 Care remains the second largest player

Orkla Care remained the second largest player in vitamins in 2018, offering several brands, such as its largest brand Collett within single vitamins and Collett Biovit, Longo Vital and Vitaplex in multivitamins. Its wide assortment of types of vitamins and brands, as well as the overall recognition of the company as being domestic, has helped it to achieve a strong position in the Norwegian market.

Finding a niche is key for the success of smaller brands

Some companies, such as TG Montgomery, have seen strong share growth due to the strong push for vitamin K2 and the claimed positive effects of this vitamin. Other strongly performing brands, such as the multivitamins brand Berocca, have strongly emphasised their importance for physical performance.

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