Vitamins in the Netherlands

2020 IMPACT

Vitamins sees boost from COVID-19 as consumers flock to stock up on immunity-boosting supplements

Vitamins is the category most positively impacted by COVID-19, as consumers turn to vitamins and supplements to help strengthen their immune systems. The spikes seen in sales in Q1 2020 continued into Q2 and it is expected this trend will continue into 2021, as consumers continue to boost their health with vitamins and supplements, whether or not the COVID-19 virus is under control.

Importance of vitamin B highlighted to help strengthen vascular and cellular systems

Vitamin B also sees a healthy boost in sales in 2020. This is due to the growing interest in veganism in the Netherlands, which is helping to drive sales of B12 supplements, as this consumer group may not be able to gain enough of this nutrient through a plant-based diet alone.

Omega Pharma maintains its lead, but sees growing competition from other players who are aggressive with new launches and promotions

Omega Pharma Nederland BV continues to lead vitamins in 2020, 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.

RECOVERY AND OPPORTUNITIES

Vitamins continues to hold strong opportunities, thanks to ongoing popularity of immunity-boosting products

Vitamins holds strong opportunities for players over the forecast period. In particular, immunity-boosting vitamins such as vitamin C and vitamin D look set to continue to see popularity, although it is expected that a negative slump will be seen in 2021 in relation to the particularly high sales seen in 2020.

Bespoke vitamin combinations and supplements expected, to help vascular and cellular health and ward off seasonal affective disorder

It is likely that players will carefully watch the latest information regarding health and COVID-19, with regards to new developments in medicine and how this can be emulated with vitamins. For example, the suggestion that certain B vitamins such as B12 can help with vascular health and cellular regeneration, thus leading to stronger immune systems.

Private label players can win wider consumer base through building brand trust and offering bulk and economy sales of popular products

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.