Executive Summary

Oct 2019
PROSPECTS
Multivitamins dominates and performs best as consumers seek value for money and products that benefit overall health

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 are in high demand as consumers focus on fitness and their appearance

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.

Sales of vitamins for pregnancy achieve high growth due to greater awareness of the importance that expectant mothers are healthy

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.

COMPETITIVE LANDSCAPE
United Laboratories leads with inventive marketing strategies and high-quality yet affordable products

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.

Multivitamins attracts players due to its high growth prospects

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.

Private label vitamin B products are expected to boost sales with the increase in sedentary careers

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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Vitamins in the Philippines

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OVERVIEW

Discover the latest market trends and uncover sources of future market growth for the Vitamins industry in Philippines 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 Philippines, our research will save you time and money while empowering you to make informed, profitable decisions.

The Vitamins in Philippines 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 Philippines?
  • What are the major brands in Philippines?
  • 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.

Vitamins in the Philippines - Category analysis

HEADLINES

PROSPECTS

Multivitamins dominates and performs best as consumers seek value for money and products that benefit overall health
Vitamins C and E are in high demand as consumers focus on fitness and their appearance
Sales of vitamins for pregnancy achieve high growth due to greater awareness of the importance that expectant mothers are healthy

COMPETITIVE LANDSCAPE

United Laboratories leads with inventive marketing strategies and high-quality yet affordable products
Multivitamins attracts players due to its high growth prospects
Private label vitamin B products are expected to boost sales with the increase in sedentary careers

CATEGORY DATA

Table 1 Sales of Vitamins by Category: Value 2014-2019
Table 2 Sales of Vitamins by Category: % Value Growth 2014-2019
Table 3 Sales of Multivitamins by Positioning: % Value 2014-2019
Table 4 NBO Company Shares of Vitamins: % Value 2015-2019
Table 5 LBN Brand Shares of Vitamins: % Value 2016-2019
Table 6 Forecast Sales of Vitamins by Category: Value 2019-2024
Table 7 Forecast Sales of Vitamins by Category: % Value Growth 2019-2024

Consumer Health in the Philippines - Industry Overview

EXECUTIVE SUMMARY

Steady growth continues in consumer health as the gap narrows between prevention and treatment
Air pollution and population growth contribute significantly to the growth of consumer health in 2019
Players use television advertising to increase brand awareness
Internet retailing makes gradual headway into consumer health
Stable growth is expected for consumer health in the forecast period as a balance is struck between consumers’ self-care and their price sensitivity

MARKET INDICATORS

Table 8 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 9 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 10 Sales of Consumer Health by Category: Value 2014-2019
Table 11 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 13 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 14 Distribution of Consumer Health by Format: % Value 2014-2019
Table 15 Distribution of Consumer Health by Format and Category: % Value 2019
Table 16 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 17 Forecast Sales of Consumer Health by Category: % Value Growth 2019-2024

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches

DEFINITIONS

SOURCES

Summary 1 Research Sources