COVID-19 has had a major impact on sales of vitamins, with sales being particularly strong in March leading up to the introduction of the nationwide lockdown. This was at a time when the virus was not very active in Portugal yet, but had already reached a critical stage in Spain, the direct neighbour of Portugal, and in other European countries.
Multivitamins, vitamin C and vitamin D have benefited the most from COVID-19. Vitamin C is already well-known for its ability to boost immunity and fight off viruses and therefore it was an obvious choice when COVID-19 hit Portugal’s shores.
Laboratórios Pfizer SA remains the leading player in vitamins in 2020 with its Centrum brand. The brand is well-known, trusted, enjoys strong distribution and good shelf positioning, as well as benefiting from strong marketing.
COVID-19 is expected to have a positive impact on vitamins sales in the long term. Consumers are likely to increasingly choose a more holistic approach to their health, focusing more on prevention than cure.
Multivitamins is already the most valuable category within vitamins and as such has less room for growth. Nevertheless, annual value sales are expected to remain higher than pre-COVID-19 levels.
Vitamins are available through a wide variety of distribution channels, albeit chemists/pharmacies remains the largest channel. Chemists/pharmacies has been losing share, however, with consumers increasingly preferring the convenience of supermarkets and hypermarkets, where they can buy vitamins as part of their weekly shopping trip.
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Understand the latest market trends and future growth opportunities for the Vitamins industry in Portugal with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Vitamins research and analysis database.
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