COVID-19 was a boon for vitamins. In fact, vitamins registered the highest current value growth of all consumer health products in 2020 and it is expected that it will also be the front runner in 2021, though value growth will be significantly lower.
Omega Pharma Nederland BV continues to lead vitamins in 2021, thanks to the success of its top Davitamon brand which has a high degree of consumer recognition and trust and a strong distribution network across various channels, including drugstores, supermarkets and pharmacies. It also has strong distribution in online retail, although competition is fiercer in e-commerce channels, with other brands also seeing robust sales.
In response to the outbreak of COVID-19 in 2020, vitamins have become increasingly popular in the Netherlands. The major players in vitamins are capitalising on the strong growth of vitamins and are active in launching new ranges.
Vitamins will register moderate constant value growth over the forecast period, though this growth will be from a higher baseline, due to the elevated value sales that have come about due to concerns around COVID-19. Early in the forecast period, single vitamins will register the higher constant value growth, as consumer look for a more targeted approach.
Whilst holding smaller shares, private label is active in vitamins, as noted with AS Watson (Health & Beauty Benelux)’s Kruidvat brand (plus others). There is scope for private label players to capitalise on this segment, in order to cater to a lower-income consumer base and those who may have been negatively impacted by the financial effects of COVID-19.
Movement towards healthy living as a larger lifestyle trend will drive value growth in vitamins. Younger consumers, especially Millennials, will view their consumption of vitamins as a component of their lifestyle decisions, and these lifestyle choices (active living, sustainability, clean labelling) pervade all purchasing decisions they make.
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Understand the latest market trends and future growth opportunities for the Vitamins industry in Netherlands with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Vitamins
This is the aggregation of multivitamins and single vitamins.
This report originates from Passport, our Vitamins research and analysis database.
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