2021
0
Brazil Vitamins, Supplements and OTC Market Report 2021
2021-10-10T04:03:50+01:00
OX1048467
3265
143370
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Report
en_GB
“The COVID-19 pandemic has led Brazilian consumers to worry more about their health, which has generated a great opportunity for the category of vitamins and supplements. Other issues brought about…

Brazil Vitamins, Supplements and OTC Market Report 2021

£ 3,265 (Excl.Tax)

Report Summary

“The COVID-19 pandemic has led Brazilian consumers to worry more about their health, which has generated a great opportunity for the category of vitamins and supplements. Other issues brought about by the pandemic, such as stress and anxiety, have encouraged the search for OTC medicines that tackle these conditions, as well as for products that treat COVID-19 symptoms. On the other hand, flu medicines have performed badly due to the fact that the occurrence of flu and colds has declined in the period.”
– Laura Menegon, Junior Research Analyst

Key issues covered in this Report

  • Benefits of vitamins and supplements consumed in the last 12 months and interest in consuming vitamins and supplements in the future
  • Price ranges that consumers are willing to invest in vitamins and supplements and consumption behavior
  • Pain/health issues faced by Brazilians and treatments used
  • Habits related to the consumption of OTC medicine

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definitions
          • COVID-19: market context
          • Executive Summary

              • Market overview
                • Impact of COVID-19 on vitamins, supplements and OTC
                  • Figure 1: Predicted impact of COVID-19 in the short, medium and long term on the vitamins, supplements and OTC, August 2021
                • Mintel Trend Drivers
                  • Figure 2: Mintel Trend Drivers
                • Challenges
                  • Unemployment and income drop impact the category
                    • Lower access to doctors and health services affects consumption of vitamins, supplements and OTCs
                      • Opportunities
                        • Consumers will still want immunity-boosting products
                          • Beauty and health benefits can boost consumption of vitamins, minerals and supplements among women
                            • Protection against blue light for children’s eyes can encourage parents to buy vitamins, minerals and supplements
                            • Market Drivers

                              • Anvisa regulates the segment of dietary supplements and brings more safety to consumers
                                • Sale of medicines in supermarkets in discussion
                                  • Unemployment and drop in income drag Brazilians into lower classes
                                    • Food and drink prices rise three times more than inflation
                                    • Key Players

                                      • Companies and brands
                                        • Benegrip launches Benegrip Imuno
                                          • Centrum launches specific immunity-boosting supplement
                                            • Targifor C new campaign discusses the importance of immunity and energy
                                              • Figure 3: Targifor+C campaign
                                            • Allegra launches campaigns focused on different audiences
                                              • Figure 4: Allegra campaign
                                              • Figure 5: Allegra campaign
                                            • Advil makes segmented launches to meet different consumer needs
                                              • Neosaldina changes positioning and launches new campaigns
                                                • Figure 6: Neosaldina campaign
                                              • Nestlé launches Nutren Control, protein supplement for sugar-restricted diets
                                                • Knit launches vitamin adhesives
                                                  • Stasis offers supplements with customized formulas
                                                    • Far.me innovates by offering medicine subscription service
                                                      • Who’s innovating?
                                                        • Private labels can invest in OTCs to attract DE consumers
                                                          • Figure 7: Use of OTCs and other treatment, by socioeconomic group, 2021
                                                          • Figure 8: Launches of private label OTCs, by top 10 markets, 2018-20
                                                        • Launches of vitamins and supplements for sleeping aid can grow in the Brazilian market
                                                          • Figure 9: Launches of vitamins and supplements for relaxing/sleeping aid, by five largest markets and Brazil, 2018-20
                                                        • Case study
                                                          • Brain health gives rapid success to Heights
                                                            • Hims & Hers succeeds with a holistic view of male and female health
                                                            • The Consumer – What You Need to Know

                                                              • Beauty and health benefits can boost consumption of vitamins, minerals and supplements among women
                                                                • Consumers will still want immunity-boosting products
                                                                  • Protection against blue light for children’s eyes can encourage parents to buy vitamins, minerals and supplements
                                                                    • OTCs can offer relief for COVID-19 lasting effects
                                                                      • Sleep-improving medicines can help consumers with relief from other symptoms
                                                                        • Flu and cold prevention can boost sales of OTCs
                                                                          • Virtual assistance can be used to inform consumers and recommend products
                                                                            • Objective information about products’ quality on labels and social media can provide more safety for consumers
                                                                            • Use and interest in vitamins and supplements

                                                                              • Prebiotics, probiotics and postbiotics can be used by the category of vitamins, minerals and supplements
                                                                                • Figure 10: Use and interest in vitamins and supplements, 2021
                                                                              • Beauty and health benefits can boost consumption of vitamins, minerals and supplements among women
                                                                                • Figure 11: Use and interest in vitamins and supplements – Beauty enhancer, by gender, 2021
                                                                              • Supplements for senior consumers can combine age-related benefits with other claims
                                                                                • Figure 12: Behaviors toward vitamins and supplements, by use and interest in vitamins and supplements, 2021
                                                                            • Budget for vitamins and supplements

                                                                              • Most Brazilians plan to spend with vitamins and supplements
                                                                                • Figure 13: Budget for vitamins and supplements, 2021
                                                                              • Consumers will still want immunity-boosting products
                                                                                • Figure 14: Budget for vitamins and supplements, by use and interest in vitamins and supplements, 2021
                                                                            • Behaviors toward vitamins and supplements

                                                                              • Protection against blue light for children’s eyes can encourage parents to buy vitamins, minerals and supplements
                                                                                • Figure 15: Behaviors toward vitamins and supplements, 2021
                                                                              • Customization can be a differential for multivitamin consumers
                                                                                • Coffee-based supplements can offer energy and other benefits for consumers aged 55+
                                                                                  • Figure 16: Behaviors toward vitamins and supplements, by age group, 2021
                                                                              • Pain/health issues experienced

                                                                                • OTCs can offer relief for COVID-19 lasting effects
                                                                                  • Figure 17: Pain/health issues experienced, 2021
                                                                                • Women’s brands can strengthen their bond with consumers by launching products that relieve menstrual cramps
                                                                                  • Figure 18: Use of OTCs and other treatment – Menstrual cramps, 2021
                                                                              • Use of OTCs and other treatment

                                                                                • Sleep-improving medicines can help consumers with relief from other symptoms
                                                                                  • Figure 19: Use of OTCs and other treatment, 2021
                                                                                • Topical products with natural ingredients can appeal to young consumers
                                                                                  • Figure 20: Use of OTCs and other treatment – Muscle aches, with sleep/rest, 2021
                                                                              • Attitudes about vitamins, supplements and OTCs

                                                                                • Flu and cold prevention can boost sales of OTCs
                                                                                  • Figure 21: Attitudes about vitamins, supplements and OTCs, 2021
                                                                                • Excessive screen time creates demand for eye health products
                                                                                  • Topical medications can invest in fast-acting ingredients to control pain
                                                                                    • Figure 22: Use of OTCs and other treatment – Topical and oral medications, 2021
                                                                                • Vitamins, supplements and OTCs choice drivers

                                                                                  • Virtual assistance can be used to inform consumers and recommend products
                                                                                    • Figure 23: Vitamins, supplements and OTCs choice drivers, 2021
                                                                                  • Loyalty clubs can offer benefits and discounts to consumers
                                                                                  • Information about vitamins, supplements and OTCs

                                                                                    • Objective information about product quality on labels and social media can provide more safety for consumers
                                                                                      • Figure 24: Information about vitamins, supplements and OTCs, 2021
                                                                                    • Greater presence of the category on social media can engage consumers
                                                                                    • Appendix – Abbreviations

                                                                                      • Appendix – Market Size and Market Share

                                                                                        • Market size
                                                                                          • Figure 25: Retail sales of OTCs, by value – Brazil, 2014-20
                                                                                          • Figure 26: Retail sales of vitamins and supplements, by value – Brazil 2014-20
                                                                                        • Market share
                                                                                          • Figure 27: OTCs retail sales market share, by value – Brazil, 2019-20
                                                                                          • Figure 28: Vitamins and supplements retail sales market share, by value – Brazil, 2010-20

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