PROSPECTS AND OPPORTUNITIES
Health trends and convenience will sustain vitamin sales
Vitamins is expected to see steady, modest growth in constant value terms (at 2025 prices) in Lithuania over the forecast period. Health awareness is becoming increasingly embedded in consumer behaviour, while local clinical bodies continue to highlight widespread vitamin D insufficiency and recommend routine prevention and testing, supporting consistent year-round vitamin purchasing rather than seasonal spikes.
Promotion of “test-and-treat” journeys by pharmacies will expand usage
Lithuanian pharmacies are actively supporting ‘test-and-treat’ journeys. For example at-home finger-prick vitamin D tests are offered through local chains, enabling more targeted supplementation and ongoing pharmacist support.
EU regulations to drive cleaner formulations, clearer labels, and sustainable packaging
Formulation updates will continue as EU regulations now prohibit titanium dioxide (E171) in foods and supplements, prompting brands to adopt alternative coatings and clearer labelling. Marketing claims remain tightly regulated under the EU Nutrition & Health Claims framework, so claims around immunity, energy, and cognitive support must be substantiated – a continuing constraint that favours established formulations and cautious phrasing online.
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Overview:
Understand the latest market trends and future growth opportunities for the Vitamins industry in Lithuania 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 Lithuania, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Vitamins in Lithuania report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Vitamins in Lithuania?
- Which are the leading brands in Vitamins in Lithuania?
- How are products distributed in Vitamins in Lithuania?
- How has the regulatory and operating environment for Vitamins changed in Lithuania?
- How are considerations such as stress, self-medication and shifting consumer lifestyles shaping demand for Vitamins
- How significant are wider health concerns and consumer awareness in determining sales?
- Where is future growth expected to be most dynamic?
Vitamins in Lithuania - Category analysis
KEY DATA FINDINGS
Vitamin B leads growth as consumers seek to maintain energy levels and nervous system health
Valentis holds onto lead as private labels make gains
E-pharmacies boost convenience-led vitamin sales
Health trends and convenience will sustain vitamin sales
Promotion of “test-and-treat” journeys by pharmacies will expand usage
EU regulations to drive cleaner formulations, clearer labels, and sustainable packaging
Consumer Health in Lithuania - Industry Overview
Consumer health in 2025: The big picture
Key trends in 2025
Competitive landscape
Channel developments
What next for consumer health?
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
DISCLAIMER
DEFINITIONS
The following categories and subcategories are included:
Vitamins
- Multivitamins
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- Vitamin A
- Vitamin B
- Vitamin C
- Vitamin D
- Vitamin E
- Other Single Vitamins
Why buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Vitamins research and analysis database.
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