Vitamins registered steady growth during the review period and this continued into 2019 in both retail value and volume terms. In Slovenia there was a growing focus on health and wellness.
Single vitamins registered a better performance than multivitamins and had the largest value sales within vitamins. This was particularly true for vitamin C and B which performed well, and were both available across retail channels and exempt from the typical strict regulations on the majority of OTC products.
The increasingly positive economic situation played a part in the growth of vitamins. Vitamins were largely promoted and could be found easily outside of pharmacies.
Vitamins is highly fragmented in Slovenia and is led by two large companies. In the lead is the global pharmaceutical giant, Bayer, led with its single best-selling Supradyn brand.
Bayer’s top offering Supradyn extended its product family in 2019. The new vitamin is called Supradyn IMUNO and it is designed to support the immune system.
Following the public health campaigns of 2018, in 2019 consumers were well educated about the benefits of vitamins and tended to have fewer questions surrounding their need to buy. In line with this, the promotion of vitamins was focused on packaging and brand appeal, rather than explaining the benefits.
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Discover the latest market trends and uncover sources of future market growth for the Vitamins industry in Slovenia with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport, our Consumer Health market research database.