Vitamin D is seeing the strongest growth in 2020, likely stimulated by COVID-19 as it is perceived to be one of the immune-boosting vitamins. Vitamin D is also especially important during darker months and/or when people are spending more time indoors and seeing less sunlight.
Despite the growth seen in vitamin D, vitamins are generally not considered to be essential items for the majority of Tunisian consumers, thus the category did not see the same patterns in spikes in sales as noted in other territories and sales are down in the 2019 to 2020 period as compared to the review period. Typically, Tunisian consumers show a preference for combination items which are perceived to offer better value for money than single vitamins.
UPSA, Laboratoires maintains its lead in 2020 with its Upsavit brand, after taking over the brand from Bristol-Myers Squibb UPSA Tunisie in 2019. Upsavit, which is a vitamin C product, benefits from being available in the majority of chemists/pharmacies in urban areas, and it also successful in its use of in-store visuals in chemist/pharmacy settings, therefore attracting further customers with its in-store advertising.
Despite vitamins not being seen as essential products amongst Tunisian consumers, the Tunisian government continues to raise awareness of the benefits of a healthy diet and lifestyle in an ongoing battle against the obesity levels in Tunisia. While the majority of consumers, particularly low-income families, have unhealthy diets, with the help of the government more consumers were becoming better informed about the importance of a well-balanced diet and the nutrients they need.
Over the forecast period, players within vitamins are expected to continue to innovate and introduce items that benefit specific diets, such as gluten-free and vegan. Players such as Vital Boumhel Tunisie and Société des Industries Pharmaceutiques de Tunisie are expected to improve their quality and packaging, with the aim of creating greater demand.
It is also important for players to keep their products affordable for price-sensitive consumers, especially as vitamins are not deemed to be essential products amongst many consumers in Tunisia. Whilst there is indeed a growing trend for self-care, which is being stimulated by advice from the government, consumers on lower incomes may be more likely to switch out of the category and focus on improving their diets, instead of taking supplements.
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Understand the latest market trends and future growth opportunities for the Vitamins industry in Tunisia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Vitamins research and analysis database.
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