Vitamins in Switzerland

PROSPECTS

Health and wellness trend exerts contrasting pressures on sales of vitamins

The current health and wellness trends exert contrasting pressures on vitamins, both supporting and dampening sales at the same time. Many consumers are attempting to lead healthier lives, including by following healthier and more balanced diets.

Products with a specific health positioning support growth

Vitamins C, D, multivitamins and other single vitamins aimed at immune health and specific health-related topics recorded strong retail value growth in 2019 and this is set to continue over the forecast period. New product launches such as vitamin K products (for bone & heart health) introduced in 2018 are expected to create short term growth potential, until the next innovative product is launched.

Ageing population supports growth

Like many Western countries, Switzerland has an ageing population and this also has a strong influence on the development of vitamins. Elderly consumers often opt to boost immune health, bone and heart health and respond particularly positively to multivitamins targeting generations of 50+ years of age.

COMPETITIVE LANDSCAPE

Vitamins is in the hands of two major companies

The majority of retail value sales of vitamins was in the hands of the two leading companies in 2019. Bayer (Schweiz) ranked first due to its Supradyn, Redoxon and Berocca brands, with Supradyn being the most important.

Private label has a strong offer of low-priced vitamins

Nevertheless, private label remained strong within the lower price segment of vitamins in Switzerland in 2019, albeit with a declining overall share. The selection partially rivals that of larger brands and with Migros Genossenschaftsbund and Coop Genossenschaft being the main representatives of private label these products are easily and conveniently accessible to consumers, although their partial lack of specialisation and diversification supports the competitive advantages of leading brand manufacturers.

Many consumers prefer to buy local

Another supporting factor for the success of various vitamin products and brands is their origin. Many Swiss consumers prefer to purchase brands with a long tradition in Switzerland or that even originated in the country.

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