Vitamins in the Netherlands

PROSPECTS

Modest value growth as budget brands and private label erode prices

Vitamins recorded only modest current value growth in 2018, as considerable downwards price pressure from budget brands and private label eroded the gains made through higher volume sales. The popularity of vitamins amongst Dutch consumers means they are widely available not just through drugstores/parapharmacies, but also through an increasing number of other retail outlets, such as healthfood stores, supermarkets and even mixed retailers.

The ageing population is expected to keep driving sales of vitamin D

The fundamentals for the volume consumption of vitamins stayed strong, with recent surveys indicating nearly six out of 10 Dutch consumers occasionally use them. Multivitamins are especially widely used, as such products promise to address multiple nutritional deficiencies by taking a single tablet.

A gradual shift from reactive towards preventive use

So far, the use of vitamins amongst Dutch consumers remains to a large extent reactive: consumers buy supplements to offset a perceived a nutrient deficiency not covered through their ordinary diet. In some cases, consumers take a vitamin supplement only after they are presented with particular symptoms, e.

COMPETITIVE LANDSCAPE

Omega Pharma Nederland leads thanks to its Davitamon brand

Omega Pharma Nederland continued to lead vitamins in 2018, owing to the strength of its Davitamon brand. The company offers a highly diverse product portfolio, with increasingly specialised vitamin and mineral combinations to target specific consumer segments.

PGT Healthcare gains share due to the popularity of its Swisse brand

Whilst Bayer Consumer Care maintained a strong presence in the Dutch market, as its Supradyn brand remained widely available, Supradyn did not see as much innovation as rival brands in recent years and saw a declining share in 2018. By contrast, PGT Healthcare continued to gain ground in 2018, thanks to the strong performance of its Swisse brand.

Dosage is an important distinguishing feature for brands

Dosage is an important product feature for brands to set themselves apart from the competition. This is particularly pertinent as over recent years a growing number of private label and budget brands emerged, offering low prices.

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