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Country Report

Vitamins in

Vitamins in the Netherlands

19 pages, Feb 2019

US$990

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Executive Summary

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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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Overview

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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.

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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

Modest value growth as budget brands and private label erode prices

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

A gradual shift from reactive towards preventive use

COMPETITIVE LANDSCAPE

Omega Pharma Nederland leads thanks to its Davitamon brand

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

Dosage is an important distinguishing feature for brands

CATEGORY DATA

Table 1 Sales of Vitamins by Category: Value 2013-2018
Table 2 Sales of Vitamins by Category: % Value Growth 2013-2018
Table 3 Sales of Multivitamins by Positioning: % Value 2013-2018
Table 4 NBO Company Shares of Vitamins: % Value 2014-2018
Table 5 LBN Brand Shares of Vitamins: % Value 2015-2018
Table 6 Forecast Sales of Vitamins by Category: Value 2018-2023
Table 7 Forecast Sales of Vitamins by Category: % Value Growth 2018-2023

Consumer Health in the Netherlands - Industry Overview

EXECUTIVE SUMMARY

Moderate value growth, largely driven by non-OTC categories

OTC sales are not (yet) lifted by the brighter macroeconomy

Pharmaceutical multinationals dominate, with private label the main rival

Supermarkets gains ground, to the detriment of chemists/pharmacies

Modest value growth over the forecast period

APPENDIX

OTC registration and classification

Vitamins and dietary supplements registration and classification

Self-medication/self-care and preventive medicine

Switches

Summary 1 OTC: Switches

MARKET INDICATORS

Table 8 Consumer Expenditure on Health Goods and Medical Services: Value 2013-2018
Table 9 Life Expectancy at Birth 2013-2018

MARKET DATA

Table 10 Sales of Consumer Health by Category: Value 2013-2018
Table 11 Sales of Consumer Health by Category: % Value Growth 2013-2018
Table 12 NBO Company Shares of Consumer Health: % Value 2014-2018
Table 13 LBN Brand Shares of Consumer Health: % Value 2015-2018
Table 14 Penetration of Private Label in Consumer Health by Category: % Value 2013-2018
Table 15 Distribution of Consumer Health by Format: % Value 2013-2018
Table 16 Distribution of Consumer Health by Format and Category: % Value 2018
Table 17 Forecast Sales of Consumer Health by Category: Value 2018-2023
Table 18 Forecast Sales of Consumer Health by Category: % Value Growth 2018-2023

Megatrends

Country Report

Vitamins in the Netherlands

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Executive Summary

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PROSPECTS

Modest value growth as budget brands and private label erode prices

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

A gradual shift from reactive towards preventive use

COMPETITIVE LANDSCAPE

Omega Pharma Nederland leads thanks to its Davitamon brand

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

Dosage is an important distinguishing feature for brands

Overview

Why buy this report?

SAMPLES:

DELIVERY:

OVERVIEW

The Vitamins in Netherlands market research report includes:

Our market research reports answer questions such as:

Why buy this report?

Want to find out more about this report?

Table of Contents

Vitamins in the Netherlands - Category analysis

HEADLINES

PROSPECTS

Modest value growth as budget brands and private label erode prices

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

A gradual shift from reactive towards preventive use

COMPETITIVE LANDSCAPE

Omega Pharma Nederland leads thanks to its Davitamon brand

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

Dosage is an important distinguishing feature for brands

CATEGORY DATA

Consumer Health in the Netherlands - Industry Overview

EXECUTIVE SUMMARY

Moderate value growth, largely driven by non-OTC categories

OTC sales are not (yet) lifted by the brighter macroeconomy

Pharmaceutical multinationals dominate, with private label the main rival

Supermarkets gains ground, to the detriment of chemists/pharmacies

Modest value growth over the forecast period

APPENDIX

OTC registration and classification

Vitamins and dietary supplements registration and classification

Self-medication/self-care and preventive medicine

Switches

MARKET INDICATORS

MARKET DATA

SOURCES

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Want to find out more about this report?

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