The COVID-19 outbreak boosted demand for immune system-boosting products among consumers in 2020. Vitamin C, known for its cold and flu prevention and immune system-strengthening properties, saw the greatest increase in demand, with growth surging from low single-figures into double-digit territory.
Consumers in Taiwan prefer vitamins with comprehensive efficacy and functions, and this underpinned demand for multivitamins in 2020. Multivitamins saw an increasingly strong presence on shelves in most bricks and mortar channels compared with single vitamin products.
Launched in Taiwan in 2019, GSK Consumer Healthcare, a joint venture between GlaxoSmithKline Plc and Pfizer Inc’s consumer healthcare business, continued to lead the vitamins environment in 2020, and saw a value share gain. Strong performances from Stresstabs and the category’s leading brand, Centrum, underpin GSK’s leading position in vitamins.
Following the COVID-19 pandemic, demand for vitamins is expected to be maintained as consumers seek to supplement their diet, and reduce the likelihood on contracting the disease, or at least reducing its effects if they do. This increase in awareness and preventative approach will particularly boost multivitamins, vitamin B and vitamin C.
Many consumers in Taiwan avoid exposure to the sun during hot weather due to the heat, or apply strong sunscreen in order to avoid becoming tanned, as a pale complexion is considered aesthetically preferable in Taiwanese culture. Metropolitan lifestyles, long working hours and air pollution also discourage consumers from obtaining healthy exposure to sun.
Due to the low birth rate in Taiwan, parents are paying greater attention to their children, and this is extending to pregnancy care. Expectant parents increasingly consider it necessary to consume supplements to ensure strong foetal development during pregnancy, and that this is decisive in the child’s future health and intelligence.
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Understand the latest market trends and future growth opportunities for the Vitamins industry in Taiwan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Vitamins research and analysis database.
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