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Learn moreOct 2019
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Multivitamins remained dominant within vitamins in value terms in 2019. Vitamin C is also popular, but the majority of consumers still prefer multivitamins, as they are easy to consume and cover several vitamins.
Consumer demand is becoming more specific in terms of formats. Consumers want something that can be easily swallowed, with a daily dose of only one tablet per day, not the three that some brands require.
The distribution of OTC products in South Korea is strictly controlled, and they are sold mainly via chemists/pharmacies under the guidance of pharmacists. However, vitamins enjoy much wider distribution, through drugstores/parapharmacies, department stores, modern grocery retailers, internet retailing and others.
Direct selling players are notable within vitamins, with Amway Korea remaining the leader in value terms in 2019. It was the only player to hold a double-digit value share in 2019, although it saw a slight share decline.
Several Japanese brands are targeting vitamins in South Korea. However, there were trade tensions between South Korea and Japan in 2019, and some South Koreans boycotted products made in Japan.
Under one brand, manufacturers aim to target different demographics or symptoms. Above all, Centrum has seen success with this strategy, with Silver, Women’s and Men’s, for example.
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Discover the latest market trends and uncover sources of future market growth for the Vitamins industry in South Korea 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 Korea, our research will save you time and money while empowering you to make informed, profitable decisions.
This industry report originates from Passport, our Consumer Health market research database.
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.