The rate of growth in retail current value sales of vitamins slowed slightly in 2025 but remained robust. Awareness of the potential health benefits of consuming vitamins is rising among local consumers, particularly as a preventative measure against nutritional deficiencies and illnesses or as a treatment to help alleviate existing conditions. Despite rising interest, vitamins are still not perceived as essential compared to a healthy diet, and remain further down the list of consumer prioritie

Value sales for vitamins are seeing strong growth in the Philippines in 2025. Beauty-related vitamins such as vitamin E are attracting attention, driven by rising consumer consciousness around appearance and wellness. Digital platforms and influencer marketing have played a major role, with honest reviews and endorsements increasing product visibility. Myra-E, endorsed by Miss Universe Catriona Gray, promotes vitamin E for skin health and immunity, positioning beauty as part of overall wellness.

Vitamins are expected to register healthy current value and a modest volume increase in Tunisia in 2025. Growth is supported by the rising number of nutrition specialists in Tunisia, who play a key role in boosting awareness and recommending various types of vitamins particularly Vitamins E, D, and C. In addition, the shift in distribution of vitamins via online stores and health and personal care stores also boosts sales in 2025. Online sites such as Pharmashop, ParaStore and ParaClick offer a

2025 is seeing value sales of vitamins increase in 2025, despite consumer confidence for non-discretionary spending remaining restrained due to the lingering effects of cost-of-living concerns. Retail volume growth remains subdued compared to pre-pandemic levels, as inflationary pressures - first triggered by COVID19 - continue to drive up prices. This has led to value growth within the category despite limited volume expansion.

Vitamins in Nigeria continues to record good value growth in 2025, supported by moderate economic improvement and rising consumer health awareness. Although unit prices remain high due to ongoing inflation, the pace of increase has slowed significantly compared with 2024, allowing volume sales to recover.

Value growth of vitamins in Kenya in 2025 was driven by growing consumer awareness of the importance of optimal nutrition and supporting the immune health. With rising interest in personal health and wellness, more and more consumers are incorporating vitamins into their diets.

Value sales of vitamins are increasing in Singapore 2025, boosted by rising health awareness and consumers’ continued focus on immunity and overall wellbeing. Demand for vitamins remains robust, as consumers seek preventive health solutions to strengthen immunity, particularly in the aftermath of the COVID-19 pandemic.

Vitamins in Spain is projected to continue to enjoy strong retail volume and fast retail current value growth over 2025. Growth rates are set to be largely in line with the 2024 performances due to longer-term, overarching health and wellbeing trends, which place a stronger focus on holistic and preventative health and the “beauty from within” concept. Indeed, an increasing number of consumers in Spain are adjusting their priorities to place a stronger focus on self-worth and self-care, which is

In 2025, the mature vitamin category in Italy experienced slight value growth, whilst volume sales continued to decline. The spring season was unusually short, reducing demand during one of the peak periods for vitamin sales. Vitamin sales are linked to seasonal changes when consumers have a strong desire to strengthen the immune system. The lower seasonal boost in 2025 had a direct impact on overall volumes. In addition, demand patterns continued to normalise post-pandemic with consumption retu

Current value sales of vitamins saw an increase in 2025, with the pace slightly stronger than the previous year. This overall rise was fuelled by another round of unit price hikes, coupled with an increase in consumer usage, as volume sales edged upwards. The continued growth highlights Irish consumers’ ongoing commitment to preventive health and wellness, a trend that has persisted since the COVID-19 pandemic.

During 2025, the demand for vitamins in South Africa, both multivitamins and single vitamins, remains considerably higher than the 2019 pre-COVID-19 pandemic level. Indeed, retail volume and value sales received a boost from the outbreak of COVID-19, and consumers have continued to look to vitamins to support their immune systems to prevent or avoid the worse symptoms of this and other viruses and common illnesses. This is encouraging further demand for vitamin C, which is the most popular singl

Vitamins in North Macedonia is expected to post solid growth in total current value sales in 2025, while all categories look set to expand in volume terms. Consumption continues to be bolstered by the preventive health trend, with more people now taking these products on a regular basis in an attempt to improve general wellbeing and guard against illness. This behaviour is constantly reinforced by population ageing, as older adults tend to be more health-conscious and are at increased risk of se

Sales of vitamins have seen moderate growth in 2025 in current value terms. Multivitamins is the largest and most dynamic category in 2025 with these products offering cost-effective, multi-benefit solutions that have found particular appeal at a time when many people are facing economic uncertainty. Vitamin C has been the most dynamic category in single vitamins in 2025, driven by innovative formats like liposomal formulations, gummies, and plant-based sources. Manufacturers are also focusing o

Sales of vitamins have continued to see strong growth in current value terms in Thailand in 2025. This strong performance is being driven by a confluence of factors including Thailand’s ageing population, evolving consumer behaviours in relation to health and wellness, digital acceleration, and a sustained focus on preventative health. Growth has also been fuelled by new product development and innovation, with various new brands and product formulas appearing on the market, thereby providing mo

Retail value sales of vitamins are set to rise in current terms in Indonesia in 2025, driven by sustained health consciousness in the post-pandemic era and deepening consumer awareness of preventive health practices. While growth has moderated from the pandemic peak years, it remains well above pre-2020 levels, reflecting a shift in mindset, with vitamins now being seen as part of a daily routine, not just a short-term immunity booster. Urban consumers continue to lead the charge, with the incre

Value sales of vitamins in Hong Kong are rising in 2025, driven by ongoing health and wellness trends that have gained momentum since the pandemic. In the wake of heightened health awareness, an increasing number of consumers are prioritising their overall wellbeing. This shift in focus is leading to a stable rise in vitamin consumption as individuals seek to bolster their overall health and wellbeing.

Vitamins in Saudi Arabia continues to post strong current value growth in 2025 as consumers prioritise preventive health and wellness. Multivitamins and single vitamins remain in demand for areas such as prenatal care, immunity, memory, sports performance, and overall wellbeing. Rising health awareness, Vision 2030’s wellness agenda, and vitamin deficiencies like vitamin D, are key growth drivers. Broader availability across pharmacies, e-commerce, and distribution channels, supported by strong

The rate of growth in retail current value sales of vitamins slowed but remained in double digits in Uzbekistan during 2025, amid a growing focus on health and wellness among local consumers. However, this growth was largely driven by inflation, with retail volume sales actually declining slightly during the year. Retail current value sales of vitamins plunged by almost half in 2020 amid the onset of COVID-19, but they have been recovering ever since.

Vitamins is expected to register a fall in volume sales in 2025, as the impetus from the pandemic peeters out. In addition, some consumers are switching to dietary supplements or fortified foods. Single vitamins, in particular, perform weakly, with the exception of vitamin B and vitamin D. Vitamin B’s association with healthy skin, hair, and eyes supports value sales, while an ageing population, meaning a higher prevalence of bone conditions such as osteoporosis, supports sales for vitamin D. Mu

Value sales of vitamins increased in Greece in 2025, driven partly by price rises but also by a modest recovery in volume following previous declines linked to post-COVID normalisation. However, overall volume growth remained sluggish, constrained by reduced discretionary spending as shrinking disposable incomes continue to weigh on consumer behaviour.

Vitamins has seen strong and steady growth in current value terms in 2025. Sales continue to benefit from the burgeoning health and wellness trend, with Danish consumers continuing to focus on adding vitamins to their daily routine in order to improve their overall health and to fill any gaps in their nutrition. Despite some consumers continuing to face financial pressures, vitamins remain a staple in many households, thus ensuring continued growth in value and volume terms.

In 2025 value sales of vitamins are still rising in Malaysia, but growth is slowing in a pattern set to persist throughout the forecast period as intense price competition continues to shape consumer behaviour. Malaysians, increasingly pressured by the rising cost of living, are becoming highly price-sensitive and are stocking up during promotional periods to save on costs. The competitive landscape remains highly fragmented, with numerous international and local brands competing, which is leadi

Vitamin sales are expected to continue growing in current value terms in 2025, albeit at a slower pace than in the previous year. The category has faced temporary supply challenges due to shortages of imported raw materials, which has particularly affected the multivitamin portfolios of major players, such as Abbott Laboratorios Uruguay SA.

Value sales of vitamins increased in Taiwan in 2025, supported by vitamins increasing role as a fundamental part of consumer health routines. Vitamins remain the most familiar and accessible healthcare products for Taiwanese consumers. While the market is mature, it continues to demonstrate resilience and adaptability, as consumers are open to switching between brands or trying new and popular entrants.