Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- Challenges
- Use of vitamins and supplements among lower socioeconomic groups is still limited
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- Figure 1: Vitamins and supplements use, by socioeconomic group, August 2018
- Perception that it's better to have fortified food than vitamins and supplements is a barrier to the category
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- Figure 2: Attitudes towards vitamins and supplements, August 2018
- Supplements need to adapt to the new regulatory framework
- Opportunities
- Health concerns boost consumption of vitamins and supplements
- New eating habits open space for vitamins and supplements
- Online resources can help boost sales
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- Figure 3: Vitamins and supplements purchase channel, August 2018
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- Figure 4: Test to discover the ideal supplement
- What we think
The Market – What You Need to Know
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- Retail sales of vitamins and supplements grow despite the unfavorable scenario
- Anvisa publishes a new regulatory framework for the category of food supplements
Market Size and Forecast
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- Retail sales of vitamins and supplements grow despite the unfavorable scenario
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- Figure 5: Retail sales of vitamins and supplements, by value, 2013-23
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- Figure 6: Forecast of Brazil retail sales of vitamins and supplements, by value, 2013-23
Market Drivers
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- Anvisa publishes a new regulatory framework for the category of supplements
- Truck drivers' strike should delay the resumption of consumers' purchasing power
- High dollar brings risks but also opportunities for the local brands
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- Figure 7: Average commercial exchange rate R$/US$ (sales value), January 2013-July 2018
- Increase in Brazilians' life expectancy opens up opportunities
Key Players – What You Need to Know
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- Small companies dominate the vitamins and supplements market
- Max Titanium is the first Brazilian brand of supplements to use Ajinomoto's "Pure Amino Acid" label
- Botanicals have grown as an ingredient of vitamins and supplements
Market Share
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- Small companies dominate the vitamins and supplements market
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- Figure 8: Leading companies' shares in the vitamins and supplements retail market, by value – Brazil, 2016-17
Marketing Campaigns and Actions
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- Max Titanium is the first Brazilian brand of supplements to use Ajinomoto's "Pure Amino Acid" label
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- Figure 9: "Pure Amino Acid" label
- Nestlé expands Nutren's supplement portfolio with Beauty version for women
- Biotônico Fontoura launches new flavors of its traditional mineral supplement
- Danone's Fortifit PRO uses digital influencers to associate the use of its whey protein supplement with a healthy routine
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- Figure 10: FortiFit video with Cris Guerra
- Sidney Oliveira launches supplement to improve hair condition
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- Figure 11: Sidney Oliveira Grow Hair Ultra Volume
Who's Innovating?
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- Vitamins and supplements bet on botanical ingredients
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- Figure 12: Vitamins and supplements top 5 claims, Brazil, 2015-17
- There is space for supplements that help digestion and intestinal flow
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- Figure 13: Launches of vitamins and supplements that help digestion, by top 3 countries + Brazil, 2013-17
The Consumer – What You Need to Know
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- Popularity of new diets opens space for dietary supplements aimed at those who don't eat animal protein
- Online purchases are higher in the segment of sport supplements
- Weight loss is motivation for using herbal supplements
- Research before buying vitamins and supplements is part of the purchasing process
- Doctor recommendation is more relevant than celebrity endorsement
- Men are more likely to be interested in sports supplements with whey protein
- Fortified foods may be the entrance door for the category of vitamins and supplements
Use of vitamins and supplements
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- Popularity of new diets opens space for dietary supplements aimed at those who don't eat animal protein
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- Figure 14: Vitamins and Supplements Use, August 2018
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- Figure 15: Vitafor Isocrisp Vegan
- Use of sports supplements is lower among women
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- Figure 16: Vitamins and supplements use, by gender, August 2018
Vitamins and Supplements Purchase Channel
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- Compounding pharmacies can become more relevant
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- Figure 17: Vitamins and supplements purchase channel, August 2018
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- Figure 18: Roval compounding pharmacy
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- Figure 19: Health Line TPM Chocolate
- Online purchase is higher among those who use sport supplements
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- Figure 20: Vitamins and supplements purchase channel, by vitamins and supplements use, August 2018
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- Figure 21: SaveWhey app
Reasons for Using Vitamins and Supplements
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- Eye health emerges as a reason for using vitamins and supplements
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- Figure 22: Reasons for using vitamins and supplements, August 2018
- Herbal supplements are the most used for weight loss
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- Figure 23: Reasons for using vitamins and supplements, by vitamins and supplements use, August 2018
- Search for energy boosting supplements opens opportunities
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- Figure 24: Reasons for using vitamins and supplements, by working status, August 2018
Behaviors towards Vitamins and Supplements
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- Research before buying vitamins and supplements is part of the purchasing process
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- Figure 25: Behaviors towards vitamins and supplements, August 2018
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- Figure 26: Chat with a nutritionist
- Figure 27: Recommendation system
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- Figure 28: Free sample
- Figure 29: Supplement Snoop app
- Brand loyalty opens space for subscription programs
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- Figure 30: E-Kvit Kit Energy
- Consumers with children buy more vitamins during the winter
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- Figure 31: Behaviors towards vitamins and supplements, by children living in the household, August 2018
Vitamins and Supplement Claims Perceptions
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- Demand for alternative sweeteners reaches the category of vitamins and supplements
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- Figure 32: Vitamins and supplement claims perceptions, August 2018
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- Figure 33: Nutrify VeganPro Supplement with Stevia and Thaumatin
- Doctor recommendation is more relevant than celebrity endorsement
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- Figure 34: Vitamins and supplement claims perceptions, by vitamins and supplements use, August 2018
- Young people want vitamins and supplements designed for them
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- Figure 35: Vitamins and supplement claims perceptions, by age group, August 2018
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- Figure 36: HVMN Nootrobox Kit
- Figure 37: HVMN posts
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- Figure 38: Spire Health Tag
Sports Supplements Claims Perceptions
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- Post-workout products can boost the segment of sport supplements
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- Figure 39: Sports supplements claims perceptions, August 2018
- It's possible to meet the demands of more than 70% of consumers
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- Figure 40: Sports supplements claims perceptions, August 2018
- Men are more likely to be interested in sports supplements with whey protein
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- Figure 41: Sports supplements claims perceptions, by gender, August 2018
Attitudes towards Vitamins and Supplements
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- Fortified foods may be the entrance door for the category of vitamins and supplements
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- Figure 42: Attitudes towards vitamins and supplements, August 2018
- Consumers consider imported vitamins and supplements to be higher quality than national ones
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- Figure 43: Attitudes towards vitamins and supplements, by vitamins and supplements use, August 2018
- Vitamins and supplements with indulgent flavors can appeal to young consumers
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- Figure 44: Attitudes towards vitamins and supplements, by age group, August 2018
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- Figure 45: Best Flavor Whey
Appendix – Abbreviations
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- Abbreviations
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