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Vitamins in
Uruguay

Country Report

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Executive Summary

Oct 2019
PROSPECTS
Increased use of internet and social media generate more interest in vitamins and help drive the boost in sales

Unit prices of vitamins rose in line with inflation in 2019, but economic instability continued to cause a decline in volume sales of vitamins over the year, while value sales improved all around. While multivitamins remained the largest category, value growth of all types of single vitamins was higher than that of multivitamins, as Uruguayan consumers increasingly looked to certain vitamins to achieve certain ends despite their higher cost.

Multivitamins and vitamin C, often used hand in hand, both set to see stronger growth over the forecast period than they did over the review period

Vitamin C saw the highest value growth in 2019, slight surpassing growth of other categories including the largest category of single vitamins – vitamin B. Uruguayans have traditionally increased their intake of vitamin C with the arrival of winter as a way of preventing the common cold, and demanding for the vitamin has not abated, even though increasing numbers of Uruguayan consumers also favour taking multivitamins instead of vitamin C to achieve the same purpose, or take them along with vitamin C in order to gain the additional benefits of the extra vitamins and minerals commonly included in multivitamins.

Vitamin D continues to see growth, but a widely publicised health scare related to an overdose has had a dampening effect on prior enthusiasm

Value sales of vitamin D continued to grow in 2019, but at a slower rate that which was seen in the previous year. Demand for this vitamin picked up considerably in 2018 after physicians started to recommend that consumers take vitamin D as practically the only way to ensure that that the recommended amount of this nutrient is present in the blood.

COMPETITIVE LANDSCAPE
Bayer continues to lead in vitamins on the strength of its multivitamins and vitamin C

In 2019, Bayer SA Uruguay maintained its lead in vitamins, a position the multinational company held throughout the review period. It continues to strongly benefit from Uruguayans’ trust in its quality and name recognition, which has also helped position Bayer as a leading player in several consumer health categories.

Abbott Laboratories maintains its solid position in vitamins with two of the top three brands of multivitamins

The multinational Abbott Laboratorios Uruguay continued to hold the second position within vitamins, a rank it also held throughout the review period. Abbott occupies a solid position in multivitamins with Dayamineral and Vitacea NF brands, which ranked second and third, respectively behind Bayer’s Supradyn Forte in 2019.

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Vitamins in Uruguay

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OVERVIEW

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

The Vitamins in Uruguay 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 Uruguay?
  • What are the major brands in Uruguay?
  • 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 Uruguay - Category analysis

HEADLINES

PROSPECTS

Increased use of internet and social media generate more interest in vitamins and help drive the boost in sales
Multivitamins and vitamin C, often used hand in hand, both set to see stronger growth over the forecast period than they did over the review period
Vitamin D continues to see growth, but a widely publicised health scare related to an overdose has had a dampening effect on prior enthusiasm

COMPETITIVE LANDSCAPE

Bayer continues to lead in vitamins on the strength of its multivitamins and vitamin C
Abbott Laboratories maintains its solid position in vitamins with two of the top three brands of multivitamins

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 Uruguay - Industry Overview

EXECUTIVE SUMMARY

Improving economy reflected in higher value growth
OTC relatively undeveloped in Uruguay, as health ministry has stricter regulations than in other countries such as neighbouring Argentina
While domestic companies struggle to compete with multinational players, consumer trust and government-backed Mega Pharma support their development
Chemists/pharmacies continues to lose ground to non-store channels and vitamins and dietary specialists
Consumer healthcare is set to see significantly higher growth in most categories over the forecast period

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