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Irish vitamin supplements market controlled by Berocca with a 28% value share

Press Release   •   Jul 02, 2013 10:03 BST

Current value growth within the Irish vitamin supplements market increased by 2% through 2012, to reach a value of €64 million.

Growth in 2012 continued to be at lower levels than was experienced during 2008-2012, as discretionary incomes continued to decline. For many Irish consumers, vitamins supplements are not considered to be essential products, with many foregoing purchases, trading down to less expensive products, or seeking out multifunctional and multi-benefit products.

Growth within single vitamins continued to slow, as consumers continued to move away from single vitamins to multivitamins in an effort to achieve maximum benefits whilst minimising expenditure, with value for money and efficacy the key factors in consumers' product choices.

A new report titled 'Vitamins and Dietary Supplements in Ireland', published on companiesandmarkets.com, stated that multivitamins recorded current value growth of 5% in 2012, due to increased consumer interest, and as a result of a wider range of combination products focusing on particular conditions or demographics, such as over 55s, pregnancy care and paediatric products.

Vitamins are available throughout Ireland in the full range of retail channels. There are no government subsidies, with these products viewed as supplemental to a balanced diet, which is generally widely available and affordable to all citizens.

Glucosamine increased by 9% in current value terms in 2012, recording value sales of €3 million. Joint health and bone health continued to grow in importance amongst Irish consumers. Faced with an underperforming healthcare system, with excessively long waiting lists, and patients routinely remaining on trolleys in hospital accident and emergency departments for extended periods of time, it is more important than ever for Ireland's growing ageing population to maintain their joint health themselves.

Berocca from Bayer is the most popular brand of vitamins in the Irish market, accounting for a 28% share of value sales. Aimed initially at the male market, it has achieved penetration across both male and female adult demographics. It is also popular as a cure for hangovers, with the effervescent variation containing guarana being the most popular for this purpose.

Self-medication and health and wellness are key components of Irish consumers' lifestyles. This trend is expected to continue to strengthen over the coming years, helping to maintain growth within the vitamin supplements market through increased penetration and higher frequency of use.

For more information on the Irish vitamin supplements market, see the latest research: Irish Vitamin Supplements Market

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