As disposable income declines and consumers prioritise essential items, the demand for vitamin products is anticipated to decrease among the majority of consumers. While affluent consumers will persist in supporting sales due to their preventive healthcare approach, the broader consumer base is expected to return to purchasing vitamins on an as-needed basis, addressing specific deficiencies rather than adopting a preventative approach.
The competitive landscape for vitamins is fragmentated, with the frequent entry and exit of brands. This fragmentation is anticipated to persist throughout the forecast period, as vitamins enter through official distributors and parallel imports.
Consumer awareness regarding the types of vitamins to consume is rising among Nigerians, particularly evident among tech-savvy individuals who access such information online. However, for broader consumer groups, reliance on doctors and pharmacists for advice on which products and brands to choose when purchasing vitamin products for addressing specific deficiencies remains prevalent.
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Understand the latest market trends and future growth opportunities for the Vitamins industry in Nigeria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Vitamins industry in Nigeria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Vitamins
This report originates from Passport, our Vitamins research and analysis database.
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