Having reached its highest level in almost a decade during 2019 on the back of strong economic growth, value sales growth in vitamins is set to slow during 2020. This will largely be due to heightened economic uncertainty arising from the impact of COVID-19, which is leading some consumers to reduce their discretionary expenditure.
Vitamin C will remain the top performer in vitamins during 2020. It is promoted as providing protection against colds and flu, and many think it will also help to protect against COVID-19 – or at least its most severe symptoms.
By the standards of consumer health in Slovenia, vitamins is relatively fragmented. It with continue to be led by Bayer doo in 2020, followed by Krka dd Novo Mesto with its Krka brand.
Consumers are switching from traditional/herbal to non-traditional vitamins in growing numbers. COVID-19 is deepening this trend, as many are now seeking efficacy above all else, with “naturalness” taking a back seat, at least for the moment.
E-commerce was already a significant channel for the distribution of vitamins prior to the onset of COVID-19, but the pandemic has given it a significant boost, and this trend is likely to extend into the forecast period. These gains are largely coming at the expense of chemists/pharmacists.
Unusually in the context of Slovenian consumer health, private label is well established in vitamins, and its value share is likely to continue to grow during the forecast period. Value sales of vitamins are relatively fragmented, with a large number of small and mid-sized players and a fairly low level of brand loyalty.
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Understand the latest market trends and future growth opportunities for the Vitamins industry in Slovenia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Vitamins research and analysis database.
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