Women are still the key target of players within vitamins in Spain. Vitamins are widely popular among Spanish women prior to getting pregnant and once they are pregnant.
The consumption of vitamins in Spain is still heavily linked to a doctor’s prescription, with Spaniards tending to consume vitamins when a doctor considers the patient requires them. This is the case at certain times of life, such as when pregnant, when doctors highly recommend the consumption of vitamins.
As is being seen in a number of other European countries, Spanish consumers are increasingly embracing a holistic approach to their health and wellbeing. This includes taking preventive measures in their daily routines.
Bayer is still the clear leader in vitamins in Spain, accounting for more than a third of retail value sales in 2019. Although the company has kept something of a lower profile in terms of innovation of late, it is still very active in advertising and promotion, helping to maintain its sales.
Private label is still benefiting from the presence of Mercadona through its Deliplus line. However, in Spain the importance of private label in vitamins is still relatively limited.
The share held by companies grouped under “others” is still important in vitamins in Spain. The idiosyncrasies of the Spanish pharmaceuticals market means that there are a large number of small local companies present, but they tend to have only one or two products in their portfolio that have a marginal presence.
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This industry report originates from Passport, our Consumer Health market research database.