The outbreak of COVID-19 in South Africa placed a strong focus on preventative health with consumers keen to prevent themselves and their family from contracting the virus. Most consumers were already aware of the role of vitamins in supporting a healthy immune system and as such this provided a boost to sales of products with known immunity boosting claims, such as vitamin C, as well as multivitamins.
Even before the outbreak of COVID-19 vitamins had been enjoying strong growth with consumers becoming increasingly focused on self-medication and healthy living, with this continuing into 2020. This trend is being driven by the country’s poor public health system and the high cost of private healthcare.
GSK Consumer Healthcare retained the lead in vitamins in 2020 thanks to the loyalty and trust placed in its Centrum brand. Centrum is well-known for its range of multivitamins which offers products tailored to meet the needs of different demographics, including for older consumers and chewable tablets for children.
There are no signs of the demand for vitamins drying up over the forecast period, with COVID-19 having placed an even greater focus on the need for a healthy immune system. Beyond COVID-19, there is a growing focus on the immune system in general and its role in preventing various non-communicable diseases.
While international brands such as Centrum, Vita-Thion and Berocca continued to report strong sales in 2020 they continued to face mounting pressure from private label, with this set to continue into the forecast period. Private label has received growing interest with consumers becoming increasingly aware of the similarities between branded products and private label, but with the latter offering more affordable prices.
One way in which companies could look to stand out from the competition is through the format and packaging of their products. For example, local company Nativa changed the packaging for its Go! brand at the end of the review period, switching from rigid plastic bottles to cardboard cartons.
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This report originates from Passport, our Vitamins research and analysis database.
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