Multivitamins remained the biggest category within vitamins in the Philippines in 2019 and also performed best. In the review period, consumers tended to purchase products that offer more value for money as a result of the economic conditions characterised by rising inflation rates.
Vitamins C and E received huge attention from both companies and consumers in the review period. In 2019, with sport and fitness being popular in the Philippines and people paying more attention to their health and appearance, demand for vitamin C was strong, used by consumers to boost energy for better exercise.
According to the Philippine National Economic and Development Authority, as of 2018 the Philippines has the highest fertility rate in the region and remains one of the fastest growing populations. For this reason, the demand for vitamins positioned for pregnancy continued to increase during the review period, especially among millennial and middle-income Filipinos.
In 2019, United Laboratories Inc continued to lead value sales of vitamins. In the Philippines, the company is well known by consumers for its high-quality products, affordable prices, wide distribution network and dynamic marketing activity.
United Laboratories Inc and GSK Consumer Healthcare jointly dominate value sales of multivitamins in the Philippines. In 2019, they were challenged by smaller players which were also inspired to offer products that aim to provide more benefits to users.
Sedentary jobs continue to appeal to many Filipino workers, as they are a way for many people to earn more and upgrade to a more comfortable lifestyle. The growth of more sedentary careers has increased demand for vitamin B which helps the nerves that are affected by the repetitive motions often associated with sedentary jobs.
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This industry report originates from Passport, our Consumer Health market research database.