Vitamins in Switzerland

PROSPECTS

Consumers count on a wholesome diet for their vitamin intake

In 2018, the value decline in vitamins was attributable to the consumer focus on following a wholesome diet to derive all the vitamins they need. The high cost of living in Switzerland encourages consumers to cut back on nonessentials, including vitamins that are perceived as superfluous.

Multivitamins that target specific conditions enjoy momentum

Multivitamins performed better than single vitamins in 2018, although these too registered a value decline due to the sinking consumer demand. Consumers look for products that contain all the vitamins they need and the right dosage already worked out by the specialists that contribute to the popularity of multivitamins.

Current consumer preference for a wholesome diet set to continue, further lowering value growth

In the forecast period, the consumer view that a wholesome diet provides all the vitamins needed is expected to continue suppressing demand for vitamins and lowering the category’s value growth. The wide availability of vitamin-enriched food and drinks on grocery outlet shelves is also likely to prove challenging.

COMPETITIVE LANDSCAPE

Vitamins is in the hands of three leading companies

In 2018, nearly two thirds of the value share in vitamins was in the hands of three leading companies. Bayer (Schweiz) ranked first thanks to its Supradyn, Redoxon and Berocca brands, with Supradyn being the most important.

Individualisation benefits multinationals

Individualisation is another notable trend that benefits leading brands as consumers look for products that cater to their individual needs. The advice and recommendations of the pharmacist or druggist are important to help consumers in this process.

Convenience is a growth driver

Vitamins is a mature and saturated category and manufacturers are adding impetus by incorporating convenience into their products in order to appeal to the modern consumer. Soft tablets, vitamin granulates and powders that dissolve in the mouth without water, and gums and toffees are on the increase and Supradyn energy vitamin sticks demonstrate this.

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