Vitamins hugely benefitted from COVID-19 in 2020 and is expected to continue to do so in 2021, with value expected to increase by over a quarter, in what is expected to be the best performing consumer health product. Its continuing buoyancy is due to COVID-19 still being a serious threat in 2021.
Vitamins has a long-standing presence in Ukraine, with strong positions occupied by well-established international players. The biggest of these is Bayer, which offers the Vita-Supradyn range and Elevit Pronatal brand in 2021.
Though single vitamins are expected to be the stronger performers in 2021 for the second year running, multivitamins account for about double the amount of value sales. Multivitamins appeal to consumers, as they offer general health improvement and target both children and adults.
Vitamins will register very healthy constant value growth over the forecast period, as people are much more mindful about their health due to COVID-19 and will look to take preventative measures to ensure they remain in good health. The pandemic has further accelerated the health and wellness trend that had been growing prior to COVID-19.
Single vitamins will continue to gain value share over the forecast period, as consumers look for a more targeted approach. Products ranges and formats will increase and players will use effective messaging to inform and educate consumers about the benefits of their products.
Over the forecast period, competition between vitamins players is set to intensify with more players arriving, especially since online retailing is set to grow further. Other brands will emulate the success of the Now brand.
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Understand the latest market trends and future growth opportunities for the Vitamins industry in Ukraine with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Vitamins industry in Ukraine, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is the aggregation of multivitamins and single vitamins.See All of Our Definitions
This report originates from Passport, our Vitamins research and analysis database.
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