Executive Summary

Feb 2019
PROSPECTS
Tightening regulatory requirements make new product launches more difficult and costly for manufacturers

Vitamins and dietary supplements have for a long time been sold in South Africa without any government intervention. However, since the end of 2013, amendments have been made to the legislation governing the sale of such products, which fall under Complementary and Alternative Medicines (CAMs).

Category maintains strong growth despite economic challenges

Vitamins has proven to be a resilient category in South Africa, registering strong double-digit growth despite the economic downturn. The fact that sales of such products are being driven primarily by high-income earners who tend to be less price-sensitive is contributing to the resilience of the category.

Multivitamins remains most popular category

Multivitamins remains the dominant vitamins product in South Africa with consumers appreciating the all-in-one convenience of these products. Consumers, particularly women, place their trust in well-known brands of multivitamins such as Centrum and Pharmaton to help them stay healthy.

COMPETITIVE LANDSCAPE
Adcock Ingram launches innovative range for those suffering from chronic illness

In 2018 Adcock Ingram launched its new GAP range of essential vitamins and minerals for those suffering from chronic diseases, or which are receiving intense medical treatments, such as chemotherapy. This innovative range includes products for bone health, high blood pressure, high cholesterol, cancer and its treatment, depression, diabetes and epilepsy, among others.

Pfizer Laboratories leads a fairly fragmented category

Pfizer Laboratories continues to lead vitamins in 2018 thanks to its leading Centrum brand of multivitamins, which benefits from an extensive distribution network and the fact that it is heavily advertised throughout the year. The brand also benefits from a wide portfolio, with different products targeting consumers of different ages.

Private label gains traction over smaller brands

Private label players have been very active in terms of new product launches and marketing campaigns. Clicks, for example, has been focusing on bulk offers and bigger pack sizes so as to better cater for value-driven consumers.

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OVERVIEW

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

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

HEADLINES

PROSPECTS

Tightening regulatory requirements make new product launches more difficult and costly for manufacturers
Category maintains strong growth despite economic challenges
Multivitamins remains most popular category

COMPETITIVE LANDSCAPE

Adcock Ingram launches innovative range for those suffering from chronic illness
Pfizer Laboratories leads a fairly fragmented category
Private label gains traction over smaller brands

CATEGORY DATA

Table 1 Sales of Vitamins by Category: Value 2013-2018
Table 2 Sales of Vitamins by Category: % Value Growth 2013-2018
Table 3 Sales of Multivitamins by Positioning: % Value 2013-2018
Table 4 NBO Company Shares of Vitamins: % Value 2014-2018
Table 5 LBN Brand Shares of Vitamins: % Value 2015-2018
Table 6 Forecast Sales of Vitamins by Category: Value 2018-2023
Table 7 Forecast Sales of Vitamins by Category: % Value Growth 2018-2023

Consumer Health in South Africa - Industry Overview

EXECUTIVE SUMMARY

Self-medication and challenging economic climate impact growth
Uncertainty persists surrounding amendments to the Complementary and Alternative Medicines (CAMs) Act
Adcock Ingram maintains its leading position while private label is on the rise
Chemists/pharmacies remains the leading distribution channel
Health and wellness and self-medication trends open up new opportunities for consumer health players

MARKET INDICATORS

Table 8 Consumer Expenditure on Health Goods and Medical Services: Value 2013-2018
Table 9 Life Expectancy at Birth 2013-2018

MARKET DATA

Table 10 Sales of Consumer Health by Category: Value 2013-2018
Table 11 Sales of Consumer Health by Category: % Value Growth 2013-2018
Table 12 NBO Company Shares of Consumer Health: % Value 2014-2018
Table 13 LBN Brand Shares of Consumer Health: % Value 2015-2018
Table 14 Penetration of Private Label in Consumer Health by Category: % Value 2013-2018
Table 15 Distribution of Consumer Health by Format: % Value 2013-2018
Table 16 Distribution of Consumer Health by Format and Category: % Value 2018
Table 17 Forecast Sales of Consumer Health by Category: Value 2018-2023
Table 18 Forecast Sales of Consumer Health by Category: % Value Growth 2018-2023

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches

SOURCES

Summary 1 Research Sources