Vitamins in Sweden

PROSPECTS

High proportion of Swedes look to vitamins rather than following healthier diets

Vitamins recorded a stable but slower performance in 2019 compared to the previous year in both current value and volume terms. Swedish consumers are looking for vitamins that they perceive to be natural and will offer them some specific value with clear positioning.

Ongoing strong performance for vitamin D supported by long dark Swedish winters

Vitamin D continued to be the strongest performer with many consumers seeing this as a way to support the development of healthy bones and teeth, particularly as the long dark Swedish winters result in a lack of natural vitamin D from sunlight. However, growing concerns related to over-usage of vitamin D started to emerge towards the end of the review period with the Swedish Medical Products Agency releasing a warning in its newsletter, alarmed by the increasing overconsumption of vitamin D, resulting in cases of hospitalisation.

Overconsumption concerns likely to lead to stricter regulations on dosages over the forecast period

Overconsumption of vitamins in general is leading to a more regulated environment in Sweden, with particular concerns over the risk of consuming too many fat-soluble vitamins such as A, B, D, E and K. The Swedish government therefore put forward a motion to limit the high concentration of vitamins in tablets, encouraging players to enter into discussions with the Swedish National Food Agency about lowering the content of certain vitamins including vitamins A and B, as they can be harmful in larger doses.

COMPETITIVE LANDSCAPE

Midsona retains overall leadership with strengthening position in multivitamins

Midsona Sverige AB retained its leadership of vitamins in 2019 due to consumer loyalty to its brand Friggs which they appreciate for its effervescent format for most of its vitamins, which are particularly appealing to children and the elderly as they are easier to swallow than tablets. It also continued to benefit from its strengthening value share in the larger category of multivitamins with Friggs Multi.

Clearer positioning for multivitamins will attract consumers

Swedish consumers appreciate clear positioning of vitamins, particularly within multivitamins, where unlike single vitamins such as vitamin C or D, the benefits may not be as obvious. This has also created potential for differentiating products in different channels such as vitamins and dietary supplements specialist retailers, sports shops and pharmacies which attract different consumer segments with products specifically targeting women, men and the elderly all gaining value share within multivitamins in 2019.

Ongoing rise in internet retailing’s popularity benefits Apoteket

Despite the ongoing success of Apoteket in vitamins, the general demand for other private label lines is waning with Life and Holland & Barrett suffering from declining sales. While private label offers greater affordability, many Swedish consumers place greater trust in well-known brands that they perceive to offer them specific value.

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