Consumer Health

With the fear of the pandemic subsiding and the escalating cost of living seeing consumers prioritising essentials, the demand for vitamins has witnessed a deceleration in growth. While still favoured by higher-income consumers, the majority of…

Retail volume sales are expected to decline across single vitamins over 2023; at a faster rate than in 2022 as unit prices rise amid an inflationary climate. Even vitamin C, which maintained at least a slight increase in retail volume growth in 2022,…

The retail volume declines recorded by vitamins in 2022, for both multivitamins and single vitamins, are noticeably slowing in 2023. In 2021, the category’s dynamics shifted as the pandemic continued to drive demand for vitamins due to heightened…

Vitamins enjoyed a surge in demand throughout the COVID-19 wave which started after the lifting of COVID-19 restrictions in December 2022, and lasted during the first half of 2023. Products with the purpose of immune support, such as vitamin C, which…

After the COVID-19 crisis, the demand for vitamins shrunk. With a significant reduction in COVID-19 cases and less severe disease, consumers withdrew their attention from vitamins, especially those that they did not have the habit of regularly…

Consumers having less disposable income has impacted their purchasing habits in 2023, including their choices regarding healthcare products and vitamins. Rather than investing in preventative measures like vitamins, consumers are opting for more…

The pandemic has encouraged several consumer behaviour changes in terms of the purchasing and consumption of vitamins. Croatians are now taking preventative health more seriously and vitamins and supplements are being taken by those who never…

Vitamins received a significant boost from the pandemic as consumers sought to boost their immune systems and protect themselves from COVID-19. Now that concerns around the virus have abated, there is less demand for vitamins, and volume growth is…

Given the persistent inflationary pressures experienced in the country, it is not surprising that the vitamins category has also seen significant price increases. According to official sources, vitamins experienced a rise of 6.9% in 2022, which is…

Vitamins are expected to register a decline in volume sales in 2023. The boon from the pandemic is long over and vitamins that claim immune boosting benefits are seeing a significant decline. As such, value sales are now on par with pre pandemic…

Vitamins continue to witness strong performance, continuing the positive trend seen across the entire review period, with a double-digit retail sales growth noted in 2023. The COVID-19 pandemic impacted vitamin sales as consumers became more aware of…

Vitamins recorded strong double-digit growth during the pandemic as consumers purchased products to strengthen their immunity and boost their general health. However, with restrictions lifted and consumers resuming their usual daily activities,…

Vitamins is set to see volume sales continue to fall in 2023, receding from the peak seen in the early stages of the pandemic when consumers looked to enhance the functioning of their immune systems in the face of the threat from COVID-19. In 2023,…

Demand for vitamins in France continues to rise. With increasing awareness around health and nutrition and the dangers of overexposure to the sun, vitamin D is witnessing stronger growth among the French population. Vitamin D is perceived as…

Vitamins are expected to register a decline in volume sales in 2023. The boon from the pandemic is long over and in particular vitamins that claim immune boosting benefits are seeing a significant decline. In fact, volume sales are even lower than…

Single vitamins continued to record positive volume and current value growth in 2023. Multivitamins, which offer convenience and economy benefits, also continued to grow in volume and current value terms in 2023. The demand for vitamins spiked during…

Vitamin C and vitamin D have posted dramatic increases in sales since the onset of the pandemic. Consequently, in 2022, sales already started to show signs of decline due to maturity. Vitamin D, which is the largest category, witnessed losses in 2022…

The pandemic period that ushered in a boom for vitamin sales is coming to a close. Many consumers have placed the COVID-19 period in the rear-view mirror and are looking ahead to a world where the SARS-CoV-2 virus is not a constant worry. The…

The significant increase in vitamins sales in Hong Kong in 2023 can be attributed to several factors. There has been a growing emphasis among local consumers on taking preventive measures to enhance their overall health and wellbeing. This trend has…

Vitamins is set to record negative results in volume and current value terms for the second year in a row in 2023. While overall consumption of these products in Hungary surged during the early stages of the pandemic due to increased…

Vitamins is set to maintain consistent solid current value growth in India in 2023. The pandemic accelerated the growth of vitamins in India, as consumers began to better understand the importance of health and wellness. This trend has continued, and…

In 2023, overall vitamins is expected to maintain current value growth, although volume sales are set to turn to decline. However, this is unlikely to be part of a larger trend, as a return to growth is expected in the forecast period. It is more…

Vitamin sales patterns are returning back to normality in 2023, following the surge in demand at the height of the pandemic period, although high inflation remain an issue. The COVID-19 pandemic encouraged consumers to take better care of their…

The health and wellness trend has accelerated in Israel since the COVID-19 pandemic, with more people interested in adopting healthier regimes. This led to an increase in demand for vitamins, which continues to drive growth in the sales of vitamins.…

Multivitamins is set to deliver moderate growth in current value terms in 2023, representing a significant slowdown from the growth seen during the pandemic. This slower growth is largely the result of the lower demand for multivitamins positioned…

Sales of multivitamins and single vitamins in Japan have continued to grow in current value terms in 2023, reflecting the ongoing consumer interest in healthy living. Multivitamins are seen as an easy and convenient way for consumers to address their…

Overall, vitamins is expected to see a further decline in retail volume sales, as well as a drop in retail current value sales, due to the struggles of multivitamins, over 2023. As the huge positive impact of the Coronavirus (COVID-19) pandemic,…

Vitamins is witnessing healthy volume growth in 2023 despite high inflation. Rising health consciousness in Kenya, which was bolstered by the pandemic, is leading to increased demand for vitamins. Multivitamins are one of the most popular products,…

Although vitamins are still witnessing solid current growth in 2023, demand is now subsiding after several years of dynamic performance during the pandemic years. Retail volume and current value sales are now substantially higher than pre-pandemic…

2023 was a positive year for sales of vitamins in Lithuania. Following the outbreak of COVID-19, new habits have formed in the country, with consumers keen to take care of their immune systems, with a solid and growing focus on preventative health…

Demand for vitamins continued to grow at a rapid pace in 2023 as Malaysians increasingly focused on preventative health measures. Indeed, despite the transition of COVID-19 into an endemic virus, consumers continued to seek out products that claimed…

Local consumer interests are shifting in terms of priorities towards pleasure, entertainment, and travel, with a diminishing focus on prevention. Vitamins, once heralded as essential to strengthen the immune system, are now experiencing slower growth…

Demand for vitamins in Morocco has remained buoyant in 2023, with total volume sales set to increase at a faster rate than in 2022. This improvement has been supported by continued growth in the number of consumers taking these products as a…

Retail sales of vitamins registered a marked slowdown in growth in current value terms in 2023, as consumers’ lives began to normalise post-pandemic. During 2022, a severe flu season, coupled with a new wave of COVID-19, saw New Zealanders flocking…

During the outbreak of COVID-19, consumers were buying vitamin products as a preventive measure. In addition, there was a widespread belief that Vitamin C could enhance the immune system and reduce the risk of contracting COVID-19. However, with the…

Vitamins is experiencing strong double-digit value growth in 2023 due to rising unit prices and rampant inflation in the country. Volume sales, meanwhile, have normalised following a strong boost during the pandemic as consumers bought vitamins in…

2023 saw vitamins record negative volume growth for the second year running, although sales declines were far more moderate than what was seen during 2022. These negative performances can be seen as the category’s natural reaction to the very high…

Value sales for vitamins are sizeable in Pakistan and continue to register healthy value growth. Multivitamins are expected to register the highest current value growth in 2023 and also account for the majority of value sales. Consumers appreciate…

The end of the pandemic era has influenced sales of vitamins. For example, vitamin C skyrocketed in sales in 2020, as consumers sought out natural immunity boosters in the face of the COVID-19 virus. Following this significant spike, sales then…

Following a remarkable surge in demand for vitamins during the peak of the pandemic, growth remained fairly modest in retail volume terms in 2023. While vitamins remain a staple in many Polish households, the immense initial demand set a high…

After a sharp spike in growth in 2020 following the outbreak of COVID-19 sales of vitamins continue to normalise in 2023, with this process having started in 2022. This means a decline for both single vitamins and multivitamins in current value and…

In the context of rising consumer health consciousness, many Romanian consumers are coming to perceive their daily habits as unhealthy. For example, many consumers are becoming aware of their irregular eating and inadequate water intake. As they come…

Despite the expectation of a slowdown compared with the high growth rates seen during the pandemic, vitamins is set to maintain solid retail volume and current value growth in 2023, supported by recommendations from pharmacists and doctors. In…

The vitamins category saw a significant decrease in volume sales of both single vitamins and multivitamins in 2022, which is set to continue in 2023. According to trade interviews, in the first quarter of 2023 volumes declined by 30% compared with…

Vitamins is set to continue to see stable growth in Singapore in 2023, with multivitamins expected to perform slightly better than single vitamins due to Singaporeans’ preference for convenience and multifunctional products. At the same time, there…

Vitamins witnessed two years of fast growth in both retail volume and current value terms in 2020 and 2021 as consumers looked for immunity and general health properties to offer resistance to the Coronavirus (COVID-19) pandemic. However, as the…

The pandemic resulted in shifts in vitamin consumption and purchasing in Slovenia. Consumers are emphasising preventive health measures more, and individuals who previously did not purchase them are using vitamins and supplements. The COVID-19…

During the review period, more consumers have prioritised their skin care. Despite the economic difficulties, consumers are still purchasing skin care products as there are various skin care ranges both locally and internationally that have a wide…

Despite some stabilising of retail volume growth in 2023, overall demand for vitamins in South Korea remains higher than pre-pandemic levels. Single vitamins, particularly vitamin C, have been popular since the emergence of COVID-19 as local…

While growth rates for vitamins in Spain are starting to stabilise following a surge in 2020 in response to COVID-19 that saw consumers looking to strengthen their immune systems, overall demand for both multivitamins and single vitamins remains…