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Vitamins and Supplements - Brazil - February 2014

“While the VMS market has posted strong historical sales growth, the pace begins to slow to 2018 as economic growth stalls. Brands can focus on creating more targeted products to inspire a higher spend per product and encourage new consumers to the category.”

– Charlotte Libby, Senior Beauty Analyst

Some questions answered in this report include:

  • 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?

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Table of contents

  1. Introduction

      • Products covered in this report
        • Abbreviations
        • 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

                                                                        Companies Covered

                                                                        To learn more about the companies covered in this report please contact us.

                                                                        Vitamins and Supplements - Brazil - February 2014

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