Vitamins in Spain

PROSPECTS

Spanish traditions continue to limit sales

There is no major tradition of vitamin intake in Spain. This fact is linked to the fact that Spanish health professionals are against the self-medication of vitamins and dietary supplements.

Women to continue to purchase the most vitamins

Women are still the key target of players within vitamins in Spain. Vitamins are widely popular amongst Spanish women prior to getting pregnant and whilst pregnant.

Diet trends to support sales

The number of Spaniards following new diet trends that either help them to lose weight or are more in line with their ethical or religious beliefs continues to grow in Spain. Amongst the diets that are increasingly gaining in popularity amongst Spaniards are vegetarian and vegan diets.

COMPETITIVE LANDSCAPE

Bayer Hispania continues to lead

Vitamins continued to be led by Bayer Hispania in 2018. The company lost value share in 2018, mainly because no major launches took place and its brands were no longer endorsed by any Spanish celebrities, unlike in previous years.

Pfizer Consumer Healthcare has a strong presence

The other major player within vitamins is Pfizer Consumer Healthcare, which is active in the category with its range Multicentrum. The company increased its value share of vitamins in 2018, mainly as a result of the advertising campaigns it carried out in 2017 and 2018.

Mercadona leads private label sales

Retailers maintained a low presence in the competitive landscape of vitamins in 2018. Mercadona, the leading Spanish supermarket chain, had the strongest presence with its own range of multivitamins.

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