Vitamins in Sweden

2021 DEVELOPMENTS

Boost to growth from media attention is only temporary, but sales remain stable

During 2020, vitamins saw very high demand from Swedish consumers, following widespread media attention about the potential effects, either prophylactic or as a supplement, of vitamin consumption in relation to COVID-19. Particular attention was paid to the potential benefits of vitamin D for the prevention or alleviation of symptoms of the virus.

Continued general interest in health and immunity

Despite fears of COVID-19 abating, media attention on vitamins has generated a lasting interest in the general health benefits of the consumption of vitamins. Although there is also a widespread focus on lifestyle and dietary changes in order to secure a sufficient intake of vitamins, rendering supplements unnecessary, media attention has also offset this to some extent, helping to bring attention to the many health issues that may arise as a result of the insufficient intake of vitamins.

Consumers turn to brands, including from smaller players

Midsona Sverige is set to retain its lead in vitamins in 2021, thank to consumer loyalty to its Friggs brand, which consumers appreciate for the effervescent format available for most of its vitamins. This format is particularly appealing for children and the elderly, as it is easy to swallow.

PROSPECTS AND OPPORTUNITIES

No potential for dramatic increases, but solid growth expected

In 2020, vitamins saw a surge in consumer demand, leading current value sales to experience explosive growth, with the stabilisation of sales in 2021. As a result, by 2022, vitamins will have largely expended the potential for growth, due to the media and consumer attention caused by COVID-19.

Shifting attitudes

Strong media and consumer attention during 2020 and 2021, related to COVID-19, have led to a permanent shift in consumer attitudes related to the consumption of vitamins. Vitamin consumption had previously been largely disdained in favour of general lifestyle and dietary changes to ensure wellbeing.

Stricter regulations on dosages may come into force due to overconsumption

Overconsumption of vitamins 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. For instance, although vitamin D supports the development of healthy bones and teeth, overconsumption can result in hospitalisation.