Vitamins is seeing slower, but good current value growth in 2019. Growth is mainly stimulated by the burgeoning perception that a regular intake of vitamins is very important for one’s health.
In 2019, multivitamins continues to outpace single vitamins, overall, in retail volume and current value growth terms. Multivitamins are perceived by Serbian consumers as more effective in supporting general health.
Vitamin D is seeing the highest single increase in retail value growth terms in 2019. This is partly because vitamin D sales are growing from a very low base.
The domestic producers CaliVita International, Hemofarm and Galenika remain the top three players in vitamins in 2019. These players are well positioned to offer lower-priced products.
While the major grocery retailers Delhaize and Mercator - S were present in vitamins until 2016, no significant private label lines have appeared in the years up to 2019. Nonetheless, at the end of 2018 Lidl entered Serbia and introduced its Optisana private label line of vitamins.
Bayer Pharma and its Supradyn brand are benefiting from notable investments in marketing, mostly point-of-sale banners and press advertisements, as well as better shelf positioning, particularly in Lilly outlets. Thus, Bayer Pharma is seeing the highest current value sales growth in vitamins in 2019.
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This industry report originates from Passport, our Consumer Health market research database.