Executive Summary

Oct 2019
PROSPECTS
Urbanites are the prime consumer group for vitamins as the pace of life increases

The pace at which sales of vitamins rise over the forecast period is likely to depend largely on economic performance. Income levels are rising and consumers are increasingly willing to spend money on vitamins as the preventative benefits of these products are well known.

Multivitamins are convenient and cost-effective, while vitamin C is strengthening

The forecast period is set to see multivitamins remain the most important vitamins category. Consumers tend to prefer multivitamins as they offer a far broader range of health benefits in comparison with single vitamins.

Rising competition will see a more diverse vitamins offering

Vitamins is likely to remain subject to high levels of competition over the forecast period and the category’s players are expected to step up their efforts to develop higher levels of brand recognition. New product development is set to be an important tool for gaining the interest of more consumers, especially products that are extensions of brands that are already well known.

COMPETITIVE LANDSCAPE
Hipocrate continues to receive a vitamins boost

In 2019, local player Hipocrate 2000 strengthened its lead in vitamins. Hipocrate offers a wide product range across several vitamins categories under brands such as Vitamax, Eurovita and Ascovit.

Zdrovit leads multivitamins for multiple reasons

Second-placed Zdrovit Romania SRL is the company behind Romania’s leading brand of vitamins, Zdrovit. The brand is present in multivitamins and originates in neighbouring Poland.

Local players have the upper hand in a fragmented category

Domestic companies are prominent among the leading players in vitamins in Romania and international companies continue to struggle to gain share from their domestic rivals. Tradition and reputation play very important roles in terms of influencing consumer choice in vitamins and this favours long-standing domestic brands.

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Vitamins in Romania

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OVERVIEW

Discover the latest market trends and uncover sources of future market growth for the Vitamins industry in Romania with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Vitamins industry in Romania, our research will save you time and money while empowering you to make informed, profitable decisions.

The Vitamins in Romania market research report includes:
  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as: 
  • What is the market size of Vitamins in Romania?
  • What are the major brands in Romania?
  • Are combination products with acetaminophen still popular?
Why buy this report?
  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Health market research database.

Vitamins in Romania - Category analysis

HEADLINES

PROSPECTS

Urbanites are the prime consumer group for vitamins as the pace of life increases
Multivitamins are convenient and cost-effective, while vitamin C is strengthening
Rising competition will see a more diverse vitamins offering

COMPETITIVE LANDSCAPE

Hipocrate continues to receive a vitamins boost
Zdrovit leads multivitamins for multiple reasons
Local players have the upper hand in a fragmented category

CATEGORY DATA

Table 1 Sales of Vitamins by Category: Value 2014-2019
Table 2 Sales of Vitamins by Category: % Value Growth 2014-2019
Table 3 Sales of Multivitamins by Positioning: % Value 2014-2019
Table 4 NBO Company Shares of Vitamins: % Value 2015-2019
Table 5 LBN Brand Shares of Vitamins: % Value 2016-2019
Table 6 Forecast Sales of Vitamins by Category: Value 2019-2024
Table 7 Forecast Sales of Vitamins by Category: % Value Growth 2019-2024

Consumer Health in Romania - Industry Overview

EXECUTIVE SUMMARY

Rising incomes push Romanians to make healthier choices
Ageing and busier schedules provide consumer health with strong demand sources
Local and international companies vie strongly for share
Chemists/pharmacies remains the go-to channel
Healthy growth rates will persist

MARKET INDICATORS

Table 8 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 9 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 10 Sales of Consumer Health by Category: Value 2014-2019
Table 11 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 13 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 14 Penetration of Private Label in Consumer Health by Category: % Value 2014-2019
Table 15 Distribution of Consumer Health by Format: % Value 2014-2019
Table 16 Distribution of Consumer Health by Format and Category: % Value 2019
Table 17 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 18 Forecast Sales of Consumer Health by Category: % Value Growth 2019-2024

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches

DEFINITIONS

SOURCES

Summary 1 Research Sources