Vitamins in Singapore

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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