Vitamins posted a strong performance in 2019, boosted by the growth of multivitamins. Tunisians showed a preference for combination items, and choose multivitamins over single vitamins as it was perceived to be better value for money.
The government continued to raise awareness of the benefits of a healthy diet and lifestyle, battling 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.
For some of the population in Tunisia, vitamins are considered non-essential items. As a result, the most significant threat to growth in vitamins during the forecast period will be the decline in consumer disposable income.
Bristol-Myers Squibb UPSA Tunisie continued to lead retail value sales of vitamins, through vitamin C Upsavit, which was available in the majority of chemists/pharmacies in urban areas. Upsavit was also successful in its use of in-store visuals throughout chemists/pharmacies, attracting further customers.
While vitamins continued to grow, competition remained relatively saturated. Tunisians preferred purchasing vitamins that they either recognised or ones that were recommended by family, friends or a medical professional.
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. Domestic 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.
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This industry report originates from Passport, our Consumer Health market research database.