Vitamins in Norway

PROSPECTS AND OPPORTUNITIES

Focus on meeting nutrition through diet to dampen category development

A steady development is expected in the vitamins category over the forecast period as Norwegian consumers will continue to put an emphasis on a holistic approach to wellbeing and preventive health measures, which include taking vitamins (primarily vitamin C and D) as a precaution to strengthen the immune system. In addition, while the consumption of vitamins is viewed with scepticism by a large proportion of the Norwegian population, many still employ a better safe than sorry approach and supplement their vitamin C and D intake with other vitamins, such as vitamin A for eye health and vitamin B for energy, either through single vitamins or as part of a multivitamin.

E-commerce provides a broad vitamins offer

The e-commerce channel will continue to act as a major driver of vitamins sales in the forecast period, partially because of the convenience that it confers and the possibility to easily compare prices, but also to add value in the form of consumers opting for more targeted, personalised, or more premium alternatives. The assortment of vitamins available in grocery stores and local pharmacies tends to be limited to the most well-known brands, but online stores often carry a wider range of products and brands, creating opportunities for consumers wanting to try, for instance, vegan vitamins or different formats such as vitamin drops.

Ageing population to drive up demand

As in many other consumer health categories, the ageing of the Norwegian population will result in an increased demand for vitamins and supplements that help to manage or prevent age-related health concerns such as issues with bone density, cognitive function, and cardiovascular health. This trend is likely to boost sales of vitamins such as vitamin D and vitamin B.