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.
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.
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.
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.
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”.
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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This industry report originates from Passport, our Consumer Health market research database.