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Are innovative product formats enhancing the health of South Africa’s Vitamins industry?

Around the globe, industry players are having to adapt to the capricious needs of consumers, as the consumption of Vitamins constantly evolves due to increasingly busy lifestyles. This has led to the launch of innovative, more convenient Vitamins product formats, such as gummies, jelly strips, and sachets, which are growing in popularity. These non-pill formats are proving to be essential in meeting the needs of consumers and helping to grow the global and South African Vitamins industry.

Insight Survey’s latest South African Vitamins Industry Landscape Report 2023 carefully uncovers the global and local Vitamins market, based on the latest intelligence and research. It describes the latest global and local market trends, innovation and technology, drivers, and challenges, to present an objective insight into the South African Vitamins market environment and its future.

Globally, the Vitamin Supplements market was estimated to be worth approximately US$52.9 billion in 2022. Furthermore, as per the graph below, the global Vitamin Supplements market value is forecast to increase by a compound annual growth rate (CAGR) of 8.8%, to reach approximately US$104.0 billion by 2030.

Source: GlobalNewsWire Graphics by Insight Survey

In South Africa, the local Vitamins market achieved strong growth of 10.2% year-on-year, at current prices, between 2021 and 2022. Moreover, the market is expected to continue to experience solid growth, with a CAGR of 8.8% for the 2023 to 2027 forecast period.

This growth in both the global and local Vitamins markets can be attributed, in part, to the introduction of innovative formats, such as gummies, jelly strips, and sachets. This is due to the ability of these products to cater to various consumer lifestyles and growing demands for increased on-the-go convenience.

In particular, the popularity of gummy Vitamins is growing rapidly in the global market, relative to other formats, as it is can be consumed on-the-go, thereby catering to the increasingly busy lifestyles of consumers. As an example, Canadian brand, SUKU Vitamins launched its SUKU Gummy Vitamins range, in partnership with National Nutrition. In addition, social celebrity, Kourtney Kardashian Barker, recently launched Lemme, which is a new vegan gummy Vitamin line that supports consumers’ wellness goals.

Global players are also introducing Vitamin products in various other innovative formats, such as Amway India’s flagship brand, Nutrilite, which launched its new D-fence product, a Vitamin D3 product available in a unique mouth-dissolving jelly strip format. This product was launched as part of its new range, that includes various gummy Vitamins, which was specifically designed to provide an on-the-go solution for busy millennials.

This emphasis on new formats is also being experienced in the South African market, with leading local brands introducing new products in innovative, non-pill Vitamin formats. For example,

Berocca, a Bayer brand, launched Berocca Sport, which is available in fast-melting powder sachets, that consumers can conveniently consume on-the-go. Interestingly, the Vitamin powder sachet dissolves on the tongue, making it easy for consumers to use before a workout. This product is available in a cola flavour and supports nerve and muscle function, as well as helping one to feel energised.

The popularity of new formats has also made its way into the child-focused Vitamins market. More specifically, gummy Vitamins for children has proven to be an effective way to supplement children’s Vitamin deficiencies and ensure healthy immune systems.

As an example of this trend, Centrum recently introduced its new Kids Gummies product, which is in the form of a new chewable, Multivitamin gummy. This product is available in tasty, fruity flavours including a mixture of orange, cherry, and berry flavoured gummies that offers an appealing way for children to obtain their Vitamins.

Moreover, Gummy Vites, an Adcock Ingram Vitamin brand, achieved a 99% approval rating by the Home Tester Club, specifically for its sugar-free Multivitamin product, which is scientifically designed for children’s everyday wellbeing and immune system support.

The South African Vitamins Industry Landscape Report 2023 (120 pages) provides a dynamic synthesis of industry research, examining the local and global Vitamins industry from a uniquely holistic perspective, with detailed insights into the entire value chain – market sizes and forecasts, industry trends, latest innovation and technology, key drivers and challenges, trends, innovation and technology, industry drivers and challenges, manufacturer/distributor overview, retail and pricing analysis.

Some key questions the report will help you to answer:

  • What are the current market dynamics of the global and South African Vitamins industry?
  • What are the latest global and South African Vitamins industry trends, innovation and technology, drivers, and challenges?
  • What are the market size value and volume trends in the South African Vitamins industry (2017-2022) and forecasts (2023-2027)?
  • Which are the key manufacturers, distributors, and retail players in the South African Vitamins industry?
  • What is the latest company news for key players in terms of products, new launches, and marketing initiatives?
  • What are the prices of popular Vitamin brands across South African pharmacies and retail outlets?

Please note that the 120-page report is available for purchase for R35,000.00 (excluding VAT). Alternatively, individual sections can be purchased for R15,000.00 (excluding VAT). For more information, please email, call our Cape Town office on (021) 045-0202 or Johannesburg office on (010) 140- 5756.

For a full brochure please go to: South African Vitamins Industry Landscape Brochure 2023

About Insight Survey:

Insight Survey is a South African B2B market research company with more than 15 years of heritage, focusing on business-to-business (B2B) and industry research to ensure smarter, more-profitable business decisions are made with reduced investment risk.

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