Table of Contents
Executive Summary
-
- Value sales growth set to continue at double-digit pace
-
- Figure 1: Best- and worst-case forecasts for value sales of vitamins, minerals, and supplements in Brazil, 2008-18
- Aging population creates opportunities for VMS brands
- Free-from claims reassure consumers
-
- Figure 2: New product launches, by top 10 claims, Jan-Nov 2013
- Individual vitamins are most commonly taken
-
- Figure 3: Frequency of using vitamins and supplements, October 2013
- Price is a barrier to more frequent usage
-
- Figure 4: Vitamin and supplement usage habits, October 2013
- What we think
Issues in the Market
-
- How will an aging population impact the VMS market?
- How are the purchasing channels of VMS products evolving?
- How can multivitamins respond to the growing threat of individual products?
- How can VMS brands leverage the high levels of brand loyalty?
Market Drivers
-
- Key points
- Aging population creates opportunities for VMS brands
-
- Figure 5: Trends in the age structure of the Brazilian population, 2008-18
- Children younger than 10 represent 14% of the population
- Sporting events bring an increased interest in fitness
-
- Figure 6: Number of health clubs in Brazil, 2007-17
- Consumers are spending more on BPC products
- Obesity rate increasing
Who’s Innovating?
-
- Key points
- Category development focuses on new products in 2013
-
- Figure 7: New product launches in the vitamins and supplements market, % share by launch type, Jan 2009-Nov 2013
- Volume of smaller local brands fragments the market
-
- Figure 8: New product launches, by top five companies and other, Jan-Nov 2013
- Figure 9: Examples of specialized VMS products launched by Nutracom Industria e Comercio, Jan-Nov 2013
- Free-from claims reassure consumers
-
- Figure 10: New product launches, by top 10 claims, Jan-Nov 2013
- Cardiovascular products target an aging population
-
- Figure 11: Examples of vitamin and supplement launches with the cardiovascular claim, Brazil, 2013
- Interest in slimming aids
-
- Figure 12: Examples of vitamin and supplement launches with the slimming claim, Brazil, 2013
Market Size, Forecast, and Segment Performance
-
- Key points
- Multivitamin products take the largest share of the market
-
- Figure 13: Value sales of vitamin and supplements, by segment, 2010-12
- Sales growth continues at double-digit pace
-
- Figure 14: Value sales of vitamins, minerals and supplements in Brazil, 2008-18
- Figure 15: Best- and worst-case forecast for value sales of vitamins, minerals, and supplements in Brazil, 2008-18
- Forecast methodology
Companies and Brands
-
- EMS S.A. (EMS Industria Farmaceutica)
- Pfizer Inc (Teuto)
- Sanofi S.A. (Sanofi-Aventis)
-
- Figure 16: Examples of supplements launched by Sanofi, Brazil, 2013
- Bayer S.A
-
- Figure 17: Examples of supplements launched by Bayer, Brazil, 2012-13
Channels to Market
-
- Key points
- Pharmacies are the most common purchasing channel
-
- Figure 18: Where vitamins and supplements are purchased, October 2013
- E-commerce a growing market
-
- Figure 19: Number of people with internet access in their homes and the workplace, 2009-12
The Consumer—Usage and Frequency
-
- Key points
- Individual vitamins most commonly taken
-
- Figure 20: Frequency of using vitamins and supplements, October 2013
- Older consumers generally have lower levels of VMS usage
-
- Figure 21: Usage of vitamins and supplements, by age, October 2013
- Protein-based supplements boosted by an increasing interest in sport and fitness
- Men are more likely to be taking VMS products
-
- Figure 22: Repertoire of vitamins and supplements used, October 2013
The Consumer—Reasons for Taking Vitamins and Supplements
-
- Key points
- Interest in maintaining general health the biggest motivation
-
- Figure 23: Reasons for using vitamins and supplements, October 2013
- The need for energy drives young adults
- Weight management a growing issue
- Launches focus on beauty boosting products
The Consumer—Usage Habits
-
- Key points
- VMS products benefit from high brand loyalty
-
- Figure 24: Vitamin and supplement usage habits, October 2013
- Price is a barrier to frequent usage
- Increasing professional product advice can boost trial
The Consumer—Barriers to Taking Vitamins and Supplements
-
- Key points
- A healthy diet seen as preferable
-
- Figure 25: Reasons for not taking vitamins and supplements, October 2013
- Encouraging product trial is essential
- Silencing side effect concerns
Appendix—Channels to Market
-
-
- Figure 26: Purchase channel, October 2013
- Figure 27: Most popular purchase channel, by demographics, October 2013
-
- Figure 28: Next most popular purchase channel, by demographics, October 2013
-
Appendix—The Consumer—Usage and Frequency
-
-
- Figure 29: Frequency of using vitamins and supplements, October 2013
-
- Figure 30: Frequency of using vitamins and supplements—Multivitamins, by demographics, October 2013
-
- Figure 31: Frequency of using vitamins and supplements—B vitamins, by demographics, October 2013
-
- Figure 32: Frequency of using vitamins and supplements—Other individual vitamins, by demographics, October 2013
-
- Figure 33: Frequency of using vitamins and supplements—Calcium, by demographics, October 2013
-
- Figure 34: Frequency of using vitamins and supplements—Iron, by demographics, October 2013
-
- Figure 35: Frequency of using vitamins and supplements—Zinc, by demographics, October 2013
-
- Figure 36: Frequency of using vitamins and supplements—Other mineral supplements, by demographics, October 2013
-
- Figure 37: Frequency of using vitamins and supplements—Fish oils, by demographics, October 2013
-
- Figure 38: Frequency of using vitamins and supplements—Garlic, by demographics, October 2013
-
- Figure 39: Frequency of using vitamins and supplements—Protein-based supplements, by demographics, October 2013
-
- Figure 40: Frequency of using vitamins and supplements—Amino acids/sugars, by demographics, October 2013
-
- Figure 41: Reasons to use, by frequency of using vitamins and supplements—Multivitamins, October 2013
-
- Figure 42: Reasons to use, by frequency of using vitamins and supplements—B vitamins, October 2013
-
- Figure 43: Reasons to use, by frequency of using vitamins and supplements—Other individual vitamins, October 2013
-
- Figure 44: Reasons to use, by frequency of using vitamins and supplements—Calcium, October 2013
-
- Figure 45: Reasons to use, by frequency of using vitamins and supplements—Iron, October 2013
-
- Figure 46: Reasons to use, by frequency of using vitamins and supplements—Zinc, October 2013
-
- Figure 47: Reasons to use, by frequency of using vitamins and supplements—Other mineral supplements, October 2013
-
- Figure 48: Reasons to use, by frequency of using vitamins and supplements—Fish oils, October 2013
-
- Figure 49: Reasons to use, by frequency of using vitamins and supplements—Garlic, October 2013
-
- Figure 50: Reasons to use, by frequency of using vitamins and supplements—Protein-based supplements, October 2013
-
- Figure 51: Reasons to use, by frequency of using vitamins and supplements—Amino acids/sugars, October 2013
-
- Figure 52: Vitamins and supplements usage habits, by frequency of using vitamins and supplements—Multivitamins, October 2013
-
- Figure 53: Vitamins and supplements usage habits, by frequency of using vitamins and supplements—B vitamins, October 2013
-
- Figure 54: Vitamins and supplements usage habits, by frequency of using vitamins and supplements—Other individual vitamins, October 2013
-
- Figure 55: Vitamins and supplements usage habits, by frequency of using vitamins and supplements—Calcium, October 2013
-
- Figure 56: Vitamins and supplements usage habits, by frequency of using vitamins and supplements—Iron, October 2013
-
- Figure 57: Vitamins and supplements usage habits, by frequency of using vitamins and supplements—Zinc, October 2013
-
- Figure 58: Vitamins and supplements usage habits, by frequency of using vitamins and supplements—Other mineral supplements, October 2013
-
- Figure 59: Vitamins and supplements usage habits, by frequency of using vitamins and supplements—Fish oils, October 2013
-
- Figure 60: Vitamins and supplements usage habits, by frequency of using vitamins and supplements—Garlic, October 2013
-
- Figure 61: Vitamins and supplements usage habits, by frequency of using vitamins and supplements—Protein-based supplements, October 2013
-
- Figure 62: Vitamins and supplements usage habits, by frequency of using vitamins and supplements—Amino acids/sugars, October 2013
- Repertoire analysis
-
- Figure 63: Repertoire of frequency of using vitamins and supplements, by demographics, October 2013
-
- Figure 64: Frequency of using vitamins and supplements, by repertoire of frequency of using vitamins and supplements, October 2013
-
Appendix—The Consumer—Reasons for Taking Vitamins and Supplements
-
-
- Figure 65: Reasons to use, October 2013
-
- Figure 66: Most popular reasons to use, by demographics, October 2013
-
- Figure 67: Next most popular reasons to use, by demographics, October 2013
-
- Figure 68: Other reasons to use, by demographics, October 2013
-
Appendix—The Consumer—Usage Habits
-
-
- Figure 69: Vitamins and supplements usage habits, October 2013
-
- Figure 70: Most popular vitamins and supplements usage habits, by demographics, October 2013
-
- Figure 71: Next most popular vitamins and supplements usage habits, by demographics, October 2013
-
- Figure 72: Purchase channel, by vitamins and supplements usage habits, October 2013
-
Appendix—The Consumer—Barriers to Taking Vitamins and Supplements
-
-
- Figure 73: Reasons not to use, October 2013
-
- Figure 74: Reasons not to use, by demographics, October 2013
-
Back to top