Vitamins in Uruguay

PROSPECTS

Rising awareness of the beneficial effects of vitamins raises consumption

Consumers in Uruguay have traditionally increased their intake of vitamin C prior to the winter as a preventive measure against the common cold; this practice has become more widespread. However, increasing numbers of Uruguayan consumers have begun to replace vitamin C with multivitamins, as they gain the additional benefits of the extra vitamins and minerals commonly included in these products.

Doctors and the press spread the word about the benefits of vitamin D

Common blood analysis by physicians started to include vitamin D. Most people were surprised when finding the amount of vitamin D in their blood was far below recommended levels, and physicians started to recommend taking vitamin D.

No legislation in place that could negatively impact sales

The consumption of vitamins is relatively new in Uruguay compared with other consumer health products. The Minister of Public Health (MSP) is the competent authority to register, authorise or ban products, but there has been no restrictive legislation on the consumption of vitamins to date.

COMPETITIVE LANDSCAPE

Bayer SA Uruguay continues to lead vitamins

Bayer SA Uruguay led vitamins throughout the review period. Despite fluctuations in its value share the company managed to maintain its lead.

Sanofi-Aventis Uruguay provides competition for Bayer

Sanofi-Aventis Uruguay was ranked second in vitamins in 2018, thanks to its multivitamin Pharmaton; it moved closer to Bayer in this year. Sanofi-Aventis acquired the Uruguayan OTC portfolio, which includes Pharmaton, from Boehringer Ingelheim Uruguay in 2017.

Vitamins remains competitive

Vitamins is a moderately competitive category, with Bayer and Sanofi-Aventis accounting for more than half the demand for vitamins, with most of the remaining share being held by another 11 companies. As the consumption of vitamins is relatively new amongst Uruguayans, sales rely to a large extent on advertising, not only in the mass media, but also via health services providers, specialised shops, spas and sports institutions, where graphic advertising is broadly used.

Files are delivered directly into your account within a few minutes of purchase.