Vitamins in Spain

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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