Vitamins are expected to remain an essential part of the Swedish consumer health landscape. While the rate of retail volume growth will be much slower than during the review period, consumption is expected to remain higher than before the pandemic.
Multivitamins is expected to see robust retail volume growth over the forecast period as the health and wellness trend strengthens. Consumers will become more interested in supplementing their diet, with daily multivitamins considered as a kind of insurance policy for an incomplete diet.
Many Swedish consumers trust the leading brands when it comes to vitamins and would rather pay more for a product they trust, rather than buy cheaper alternatives such as private label. However, as Swedish retailers continue to focus on developing private label as part of their core strategy, the range and quality of private label vitamins is likely to improve.
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Understand the latest market trends and future growth opportunities for the Vitamins industry in Sweden with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Vitamins
This report originates from Passport, our Vitamins research and analysis database.
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