Vitamins in Saudi Arabia

PROSPECTS

Malnutrition and vitamin deficiencies in Saudi Arabia drive demand

As a result of increased health-awareness in Saudi Arabia, consumers are opting to take the vitamins their body needs to counter malnutrition and vitamin deficiencies based on doctors’ and pharmacists’ recommendations. Consumers usually take vitamin A for eye health and vision, vitamin B for diabetes, improved energy and metabolic levels (in the case of athletes and bodybuilders), vitamin C to help overcome cold and flu, vitamin D due to the lack of sun exposure and vitamin E as an antioxidant.

Vitamin A posts the best sales performance

Since vitamin A has only a small share of vitamin sales in Saudi Arabia, it is the least affected by the country’s economic situation in comparison with other vitamin categories. Consumers who are used to taking vitamin A continue to purchase the vitamin on a regular basis.

Other multivitamins positioning dominates multivitamins

Other multivitamins positioning continues to dominate multivitamins in 2018. Products in this group are being purchased by many types of consumer for general health reasons.

COMPETITIVE LANDSCAPE

Pfizer Inc maintains its dominance

Pfizer Inc’s leading vitamin brands Centrum and Stresstabs maintained the company’s dominance in 2018. The player was boosted by the launch of its SAR187.

Competition will strengthen

During the forecast period, an increasing number of pharmaceutical companies is expected to establish plants in Saudi Arabia, encouraged by Vision 2030 and the National Transformation Program, through partnerships and joint ventures. Accordingly, new entrants and new product developments are likely to support the growth of vitamins in Saudi Arabia during the forecast period.

Consumers mainly purchase vitamins from chemists/pharmacies

The chemists/pharmacies channel has an increasing number of outlets, an extensive variety of products, ongoing promotional campaigns, insurance-covered medication, loyalty programmes and an online ordering option. These factors continue to support its distribution leadership, especially since many consumers prefer to consult their pharmacist or doctor first before purchasing vitamins.

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