Vitamins in Singapore

PROSPECTS

Further product segmentation to draw interest

The vitamins offer is increasingly segmented according to consumer profiles, notably targeting the elderly, children and young people. In 2018, the leading brand in multivitamins, Centrum, also aimed different products at men and women.

Multivitamins to post strongest growth

There is an expanding interest in multivitamins, which offers consumers the convenience of obtaining all essential nutrients in a single tablet. However, for this reason, it is likely to cannibalise sales of single vitamins.

Demand for Vitamin C remains

Vitamin C will continue to be one of the strongest single vitamins over the forecast period. It has always been associated with helping the immune system to fight against colds and flu.

COMPETITIVE LANDSCAPE

Bayer as the leader

Bayer (South East Asia) Pte Ltd holds a strong lead in vitamins with its well-known Redoxon product ranges. In April 2017, the company introduced Redoxon’s Triple Action, an upgraded formulation of its Double Action products.

Wyeth Pharmaceuticals gaining share

Wyeth Pharmaceuticals remained the second strongest player within vitamins in 2018, supported by the success of its Centrum brand. The brand has a strong range of multivitamins, targeting specific consumers including people above 50, men, women and children.

Vitamins remains fragmented

Vitamins remains a fragmented category, contested by pharmaceutical companies, more general fmcg companies and retailers offering private labels. As a result, players are aggressive in terms of promotions as they seek to attract consumer interest.

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