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Country Report

Vitamins in

Vitamins in the Netherlands

Nov 2017

US$990

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Executive Summary

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If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Ageing population set to support growth in sales of vitamins

Vitamins is expected to increase in value at a CAGR of 1% at constant 2017 prices over the forecast period and this growth is set to be based mainly on the ageing of the Dutch population, while increasing healthcare costs are set to encourage the use of preventative medicines as people continue to adopt healthier lifestyles. The most dynamic vitamins categories during the forecast period are set to be vitamin B and vitamin D, each of which is set to register a value CAGR of 3% at constant 2017 prices.

Positive growth set to return to vitamins over the forecast period

The positive growth expected in the category over the forecast period is set to be a major improvement on the negative growth rates recorded in sales of vitamins over the review period. Volume and value sales of vitamins declined at a CAGR of 2% in constant 2017 terms over the forecast period and this was largely due to the shift towards fortified and functional packaged food as well as the rising interest in fresh fruit and vegetables as the primary source of dietary vitamins rather than consumer health products.

Healthier lifestyles set to pose a greater threat to sales of vitamins

One major potential threat to growth in sales of vitamins over the forecast period is likely to come from the shift towards healthier lifestyles among a high proportion of Dutch consumers. As many of the country’s consumers are in the process of changing their diets by including more vegetables and more fibre, there is set to be less need for the supplementation of diets with additional vitamins.

COMPETITIVE LANDSCAPE

Omega Pharma leads a fragmented competitive environment

The competitive landscape in vitamins is defined by strong competition among a high number of manufacturers and brands. Omega Pharma Nederland remains the leading company in the category, generating a value share of 24% in 2017, followed by Bayer with 14% and Pfizer with 13%.

Local companies make a strong showing

Both domestic and international companies are present within vitamins in the Netherlands and one notable feature of the category is the strong presence of international brands developed by Dutch manufacturers, including Centrum and Davitamon, which are also very well-known within the country. AS Watson (Health & Beauty Benelux) is the most important distributor of vitamins in the Netherlands and the company’s Kruidvat chain of parapharmacies/drugstores also offers private label vitamins under the Kruidvat and Trekpleister product lines.

Private label remains strong in vitamins are

Private label maintains a strong presence in vitamins and, in 2017, 22% of value sales in the category were accounted for by private label. The leading private label players in the category include AS Watson, the owner of the Kruidvat parapharmacies/drugstores chain, and De Tuinen, the local operator of the Holland & Barrett chain of healthfood stores.

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Samples

Vitmains and Dietary Supplements

Overview

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OVERVIEW

Discover the latest market trends and uncover sources of future market growth for the Vitamins industry in Netherlands with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Vitamins industry in Netherlands, our research will save you time and money while empowering you to make informed, profitable decisions.

The Vitamins in Netherlands market research report includes:

Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Vitamins in Netherlands?
What are the major brands in Netherlands?
Are combination products with acetaminophen still popular?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Health market research database.

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Vitamins in the Netherlands - Category analysis

HEADLINES

PROSPECTS

Ageing population set to support growth in sales of vitamins

Positive growth set to return to vitamins over the forecast period

Healthier lifestyles set to pose a greater threat to sales of vitamins

COMPETITIVE LANDSCAPE

Omega Pharma leads a fragmented competitive environment

Local companies make a strong showing

Private label remains strong in vitamins are

CATEGORY DATA

Table 1 Sales of Vitamins by Category: Value 2012-2017
Table 2 Sales of Vitamins by Category: % Value Growth 2012-2017
Table 3 Sales of Multivitamins by Positioning: % Value 2012-2017
Table 4 NBO Company Shares of Vitamins: % Value 2013-2017
Table 5 LBN Brand Shares of Vitamins: % Value 2014-2017
Table 6 Forecast Sales of Vitamins by Category: Value 2017-2022
Table 7 Forecast Sales of Vitamins by Category: % Value Growth 2017-2022

Consumer Health in the Netherlands - Industry Overview

EXECUTIVE SUMMARY

Positive value growth remains a constant for consumer health

Weather conditions continue to influence sales trends in consumer health

Multinational companies remain dominant as smaller players gain ground

Changing shopping habits spur the evolution of the retail environment

Consistently positive value growth expected over the forecast period

MARKET INDICATORS

Table 8 Consumer Expenditure on Health Goods and Medical Services: Value 2012-2017
Table 9 Life Expectancy at Birth 2012-2017

MARKET DATA

Table 10 Sales of Consumer Health by Category: Value 2012-2017
Table 11 Sales of Consumer Health by Category: % Value Growth 2012-2017
Table 12 NBO Company Shares of Consumer Health: % Value 2013-2017
Table 13 LBN Brand Shares of Consumer Health: % Value 2014-2017
Table 14 Penetration of Private Label in Consumer Health by Category: % Value 2012-2017
Table 15 Distribution of Consumer Health by Format: % Value 2012-2017
Table 16 Distribution of Consumer Health by Format and Category: % Value 2017
Table 17 Forecast Sales of Consumer Health by Category: Value 2017-2022
Table 18 Forecast Sales of Consumer Health by Category: % Value Growth 2017-2022

APPENDIX

OTC Registration and Classification

Vitamins and Dietary Supplements Registration and Classification

Self-medication/self-care and Preventive Medicine

Switches

Summary 1 OTC: Switches 2016-2017

SOURCES

Summary 2 Research Sources

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Megatrends

Country Report

Vitamins in the Netherlands

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Executive Summary

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PROSPECTS

Ageing population set to support growth in sales of vitamins

Positive growth set to return to vitamins over the forecast period

Healthier lifestyles set to pose a greater threat to sales of vitamins

COMPETITIVE LANDSCAPE

Omega Pharma leads a fragmented competitive environment

Local companies make a strong showing

Private label remains strong in vitamins are

Samples

Overview

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SAMPLES:

DELIVERY:

OVERVIEW

The Vitamins in Netherlands market research report includes:

Our market research reports answer questions such as:

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Table of Contents

Vitamins in the Netherlands - Category analysis

HEADLINES

PROSPECTS

Ageing population set to support growth in sales of vitamins

Positive growth set to return to vitamins over the forecast period

Healthier lifestyles set to pose a greater threat to sales of vitamins

COMPETITIVE LANDSCAPE

Omega Pharma leads a fragmented competitive environment

Local companies make a strong showing

Private label remains strong in vitamins are

CATEGORY DATA

Consumer Health in the Netherlands - Industry Overview

EXECUTIVE SUMMARY

Positive value growth remains a constant for consumer health

Weather conditions continue to influence sales trends in consumer health

Multinational companies remain dominant as smaller players gain ground

Changing shopping habits spur the evolution of the retail environment

Consistently positive value growth expected over the forecast period

MARKET INDICATORS

MARKET DATA

APPENDIX

OTC Registration and Classification

Vitamins and Dietary Supplements Registration and Classification

Self-medication/self-care and Preventive Medicine

Switches

SOURCES

Why buy this report?

Want to find out more about this report?

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