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