Over the forecast period, current trends and developments with regard to consumer behaviour are expected to remain roughly the same. On one hand, consumers are likely to continue focusing on watching and improving their diet and lifestyle in order to stay healthier and feel better, rather than looking for quick fix solutions in vitamins.
As consumers tend to value convenience and ease of use as well as striving to find the most efficient and economical solution to their goals, multivitamins is projected to see more dynamic growth than single vitamins over the forecast period. This is especially true when compared to those single vitamins that experienced a strong boost during the pandemic and which are now seeing a drop off in demand.
Vitamins (and dietary supplements) is one of the strongest represented product categories in retail e-commerce. This is largely due to lower restrictions and regulations compared to OTC products, but also because consumers are showing an increased willingness to purchase vitamins online, especially when it comes to repeat purchases.
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Understand the latest market trends and future growth opportunities for the Vitamins industry in Austria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Vitamins
This report originates from Passport, our Vitamins research and analysis database.
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