Vitamins in Uruguay

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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