Table of Contents
Overview
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- What you need to know
- Products covered in this Report
- Excluded
Executive Summary
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- The market
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- Figure 1: Forecast of Brazil retail sales of vitamins and supplements, by value, 2011-21
- Companies and brands
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- Figure 2: Value shares in the vitamins and minerals, retail market, 2015 and 2016
- The consumer
- Single-letter vitamins are preferred
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- Figure 3: Usage of vitamins and supplements, have taken, January 2017
- Vitamins and supplements are too expensive for 39%
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- Figure 4: Reasons for not using vitamins and supplements, January 2017
- Doctors and education are key to increased use
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- Figure 5: Encouragement factors, January 2017
- Boosting usage among younger consumers
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- Figure 6: Purchase influencers, January 2017
- Brazilians know vitamins do not replace food
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- Figure 7: Attitudes and behaviors, January 2017
- What we think
Issues and Insights
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- Supplements are still more focused on sports and weight loss, but there’s opportunity to focus on seniors
- The facts
- The implications
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- Figure 8: NPD targeting older consumers
- Targeting women at different stages in life
- The facts
- The implications
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- Figure 9: NPD targeting women, Brazil
- Figure 10: VMS targeting pregnancy, worldwide
- Figure 11: VMS targeting menopause, worldwide
The Market – What You Need to Know
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- Retail sales value is forecast to reach R$4.8 billion by 2021
- Aging population can impact future sales
- Healthier lifestyles can boost usage
Market Size and Forecast
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- Market performance
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- Figure 12: Retail sales of vitamins and supplements in Brazil, by value, 2011-15
- Segment performance
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- Figure 13: Retail value sales of vitamins and supplements, in R$ million, 2014-16
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- Figure 14: Retail value sales of vitamins, in R$ million, 2014-16
- Forecast for the vitamins, minerals, and supplements market
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- Figure 15: Forecast of Brazil retail sales of vitamins and supplements, by value, 2011-21
- Forecast methodology
Market Drivers
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- Aging population presents challenges and opportunities
- Seniors are having financial difficulties and keep on working
- Healthier lifestyles can increase consumption
- The Brazilian economy sees signs of a slow recovery
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- Figure 16: GDP growth, year on year, by percentage, 2010-16
- Inflation is showing signs of slowing down
- Unemployment rate keeps increasing
- Cuts in the interest rate continue
- Consumer confidence is up again
Companies and Brands – What You Need to Know
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- Aché is the market leader with 6.8% share by value
- The category is far from reaching maturity
Market Share
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- Aché is the leading company share by value (6.8%)
- Marketing and advertisement
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- Figure 17: Value shares in the vitamins and minerals, retail market, 2015 and 2016
Launch Activity and Innovation
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- Product activity rises
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- Figure 18: New launches in the vitamins and supplements market, by launch type, Brazil, 2012-17
- Capsule is the main format used in the category
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- Figure 19: New launches in the vitamins and supplements market, in capsules, Brazil
- Figure 20: New launches in the vitamins and supplements market, in powder, Brazil
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- Figure 21: New launches in the vitamins and supplements market, by format type, Brazil, 2012-16
- Other formats
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- Figure 22: New launches in the vitamins and supplements market featuring other formats, worldwide
- Private label vs branded
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- Figure 23: New launches in the vitamins and supplements market, by private labels
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- Figure 24: New launches in the vitamins and supplements market, private label vs branded, Brazil, 2012-16
- Activity by company
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- Figure 25: New launches in the vitamins and supplements market, by company, Brazil, 2012-16
- Figure 26: NPD by Midway International Labs, 2016-17
- Figure 27: NPD by Naturelife, 2016-17
- Figure 28: NPD by Sanofi, 2016-17
- Notable worldwide new product launches
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- Figure 29: Together WholeVits by Together Health, UK, 2016
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- Figure 30: Heaven Drops, Thailand, 2016
- Figure 31: Nicox Zared Chocolate Vitamins & Minerals, Belgium, 2015
The Consumer – What You Need to Know
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- Single-letter vitamins dominate category
- High prices are holding consumption down
- Doctors are key to develop category
- Brazilians want VMS to boost overall health
- Incorporating VMS with a healthy diet
Usage and Frequency of Vitamins and Supplements
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- Single-letter vitamins are the most used
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- Figure 32: Usage of vitamins and supplements, have taken, January 2017
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- Figure 33: Usage and frequency of vitamins and supplements, January 2017
- Age can impact usage of VMS
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- Figure 34: Usage and frequency of vitamins and supplements, by age, January 2017
- Low-income consumers often lack resources to live a healthy lifestyle
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- Figure 35: Usage and frequency of vitamins and supplements, by age, January 2017
Reasons for Not Using Vitamins and Supplements
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- Price is the major barrier to increase consumption
- Consumers are confused about what they need
- Complementing diets
- Lack of trust can be an impediment to growth
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- Figure 36: Reasons for not using vitamins and supplements, January 2017
Encouragement Factors
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- Doctors can boost usage in the category
- Teaching Brazilians about vitamins can increase sales
- Consumers also want natural ingredients
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- Figure 37: New products containing natural ingredients, Brazil
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- Figure 38: Encouragement factors, January 2017
Purchase Influencers
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- Brazilians want to boost their immune system
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- Figure 39: VMS products featuring immune system claims, Brazil, 2012-17
- Figure 40: New products claiming to boost the immune system, Brazil
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- Figure 41: Host Defense Breathe Healthy Respiratory Support Dietary Supplement Capsules, USA
- Women are more interested in different health benefits
- Enhancing beauty
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- Figure 42: VMS aimed at improving beauty, Brazil
- Figure 43: NPD featuring beauty enhancing and functional claims, Brazil, 2012-17
- Beauty supplements blur with food/drink
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- Figure 44: Beauty-focused VMS products
- Older consumers are more interested in bone/joint health
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- Figure 45: VMS products aimed at bone health, worldwide
- Providing a good sleep and fighting tiredness
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- Figure 46: VMS products aimed at sleep, relieving stress and tiredness, worldwide
- Targeting consumers with an active lifestyle
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- Figure 47: NPD featuring weight and muscle gain claims, Brazil, 2012-17
- Figure 48: VMS products aimed at weight and muscle gain, worldwide
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- Figure 49: Purchase influencers, January 2017
Attitudes and Behaviors
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- Brands should promote vitamins as part of a healthy lifestyle
- Adding more formats to the daily routine
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- Figure 50: Other VMS formats, worldwide
- There are fears of becoming dependent
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- Figure 51: Attitudes and behaviors, January 2017
Appendix – Market Size and Forecast, Abbreviations, and Supporting Information
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- Market size and forecast
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- Figure 52: Retail value sales for vitamins, minerals, and supplements, 2011-21
- Figure 53: Value sales for vitamins, minerals, and supplements, Brazil, 2011-2021
- Fan chart forecast
- Abbreviations
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