Executive Summary

Oct 2019
PROSPECTS
Vitamin C continues to enjoy popularity as means to support immune system

Vitamins continued to record a strong performance in 2019, supported by the larger category of single vitamins. Vitamin C remained the most popular single vitamin in Singapore, as it is closely associated with helping to support the immune system when combating flu and colds.

Greater segmentation for multivitamins supports stronger performance

Multivitamins continued to offer a focus for players to offer segmentation through targeting various ages, genders and activities such as physical performance. Women continued to hold the highest value share within positioning of multivitamins, with the elderly, men and teenagers also holding substantial share.

Multivitamins to gain highest value share over the forecast period

Although holding lower value and volume share compared to single vitamins in 2019, multivitamins is predicted to record a strong performance over the forecast period. With growing demand for essential nutrients that consumers feel they may be lacking due to their lifestyles and poor diets, Singaporeans will continue to appreciate the convenience that multivitamins offer compared to purchasing single vitamins.

COMPETITIVE LANDSCAPE
Bayer retains lead overall with popular single vitamin brand Redoxon

Vitamins remained a fairly fragmented competitive landscape with only the two leading players, Bayer (South East Asia) Pte Ltd and GSK Consumer Healthcare, holding double-digit value share in 2019. Bayer retained its leadership of single vitamins due to the strength of its brand Redoxon, with a focus on the popular vitamin C.

Change of ownership for Centrum and increasing pressure from smaller players

Leading multivitamin brand Centrum experienced some disruption as its ownership changed hands, with GlaxoSmithKline assuming global brand owner duties from Pfizer, leading to GSK Consumer Healthcare replacing Wyeth Pharmaceuticals to handle national distribution. However, the brand experienced some loss of value share in 2019, although this could also be due to the higher number of smaller brands entering the category under “others”.

Internet retailing continues to gain ground from drugstores/parapharmacies

The largest distribution channel of drugstores/parapharmacies continued to slowly lose value share to a number of smaller channels such as chemists/pharmacies, vitamins and dietary supplements specialist retailers and internet retailing. The latter benefits from running numerous promotional campaigns online, and general discounts for online purchases in addition to delivery.

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OVERVIEW

Discover the latest market trends and uncover sources of future market growth for the Vitamins industry in Singapore 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 Singapore, our research will save you time and money while empowering you to make informed, profitable decisions.

The Vitamins in Singapore 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 Singapore?
  • What are the major brands in Singapore?
  • 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 Singapore - Category analysis

HEADLINES

PROSPECTS

Vitamin C continues to enjoy popularity as means to support immune system
Greater segmentation for multivitamins supports stronger performance
Multivitamins to gain highest value share over the forecast period

COMPETITIVE LANDSCAPE

Bayer retains lead overall with popular single vitamin brand Redoxon
Change of ownership for Centrum and increasing pressure from smaller players
Internet retailing continues to gain ground from drugstores/parapharmacies

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 Singapore - Industry Overview

EXECUTIVE SUMMARY

Changing demographics and unhealthy lifestyles support demand for consumer health
Preventative approach supports demand for vitamins and dietary supplements for both adults and children
Multinational players lead increasingly fragmented competitive landscape
Domination of health and beauty specialist retailers but smaller channels offer consumers convenience and competitive prices
Further growth for consumer health supported by health and wellness trend and preventive approach to wellbeing

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
Summary 1 OTC: Switches 2018-2019

DEFINITIONS

SOURCES

Summary 2 Research Sources