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Vitamins in
Spain

Country Report

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Executive Summary

Oct 2019
PROSPECTS
Segmentation a good strategy with women still being the main buyers of vitamins

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.

Vitamin consumption still heavily linked with doctor’s advice

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.

Holistic approach to health and wellbeing could help sales 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.

COMPETITIVE LANDSCAPE
Bayer still leads vitamins but the GSK/Pfizer merger now sees the Centrum brand under GlaxoSmithKline in Spain

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.

Mercadona’s Deliplus remains popular in Spain, but private label overall has a limited presence in vitamins

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.

“Others” benefits from small local players specialising in one or two products

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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Vitamins in Spain

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OVERVIEW

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

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

HEADLINES

PROSPECTS

Segmentation a good strategy with women still being the main buyers of vitamins
Vitamin consumption still heavily linked with doctor’s advice
Holistic approach to health and wellbeing could help sales of vitamins

COMPETITIVE LANDSCAPE

Bayer still leads vitamins but the GSK/Pfizer merger now sees the Centrum brand under GlaxoSmithKline in Spain
Mercadona’s Deliplus remains popular in Spain, but private label overall has a limited presence in vitamins
“Others” benefits from small local players specialising in one or two products

CATEGORY DATA

Table 1 Sales of Vitamins by Category: Value 2014-2019
Table 2 Sales of Vitamins by Category: % Value Growth 2014-2019
Table 3 Sales of Multivitamins by Positioning: % Value 2014-2019
Table 4 NBO Company Shares of Vitamins: % Value 2015-2019
Table 5 LBN Brand Shares of Vitamins: % Value 2016-2019
Table 6 Forecast Sales of Vitamins by Category: Value 2019-2024
Table 7 Forecast Sales of Vitamins by Category: % Value Growth 2019-2024

Consumer Health in Spain - Industry Overview

EXECUTIVE SUMMARY

Consumer health maintains growth at year-earlier levels in 2019
Health and natural products two major trends in consumer health
Johnson & Johnson continues to lead consumer health
Spanish regulation continues to limit sales
Consumer health to continue growing over the forecast period

MARKET INDICATORS

Table 8 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 9 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 10 Sales of Consumer Health by Category: Value 2014-2019
Table 11 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 13 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 14 Penetration of Private Label in Consumer Health by Category: % Value 2014-2019
Table 15 Distribution of Consumer Health by Format: % Value 2014-2019
Table 16 Distribution of Consumer Health by Format and Category: % Value 2019
Table 17 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 18 Forecast Sales of Consumer Health by Category: % Value Growth 2019-2024

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
Summary 1 OTC: Switches 2018-2019

DEFINITIONS

SOURCES

Summary 2 Research Sources

Consumer Health in Spain - Industry Overview

EXECUTIVE SUMMARY

Consumer health maintains growth at year-earlier levels in 2019
Health and natural products two major trends in consumer health
Johnson & Johnson continues to lead consumer health
Spanish regulation continues to limit sales
Consumer health to continue growing over the forecast period

MARKET INDICATORS

Table 19 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 20 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 21 Sales of Consumer Health by Category: Value 2014-2019
Table 22 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 23 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 24 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 25 Penetration of Private Label in Consumer Health by Category: % Value 2014-2019
Table 26 Distribution of Consumer Health by Format: % Value 2014-2019
Table 27 Distribution of Consumer Health by Format and Category: % Value 2019
Table 28 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 29 Forecast Sales of Consumer Health by Category: % Value Growth 2019-2024

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
Summary 3 OTC: Switches 2018-2019

DEFINITIONS

SOURCES

Summary 4 Research Sources