PROSPECTS AND OPPORTUNITIES
Health and wellness to sustain demand
Vitamins is expected to continue to see rising value sales over the forecast period, with vitamin D remaining the main driver. Heightened consumer awareness, reinforced by official recommendations, will keep demand strong.
Private label challenges mid-tier brands
While many Swedish consumers continue to favour well-established brands for trust and quality, private labels are likely to gain ground as retailers invest in expanding and upgrading their offerings. Private label vitamins are expected to compete most strongly with mid-priced brands, while premium brands are likely to remain resilient thanks to stronger loyalty among less price-sensitive consumers.
Multivitamins faces competition from personalised choices
Multivitamins is expected to maintain growth, though at a slower pace, with sales supported by consumers who view them as a safeguard for incomplete diets. However, as knowledge of supplements increases, some consumers are shifting towards more targeted vitamins tailored to their personal health goals, creating competitive pressure on multivitamins over the forecast period.
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Overview:
Understand the latest market trends and future growth opportunities for the Vitamins industry in Sweden 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 Sweden, 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 Sweden 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 Sweden?
- Which are the leading brands in Vitamins in Sweden?
- How are products distributed in Vitamins in Sweden?
- How has the regulatory and operating environment for Vitamins changed in Sweden?
- 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 Sweden - Category analysis
KEY DATA FINDINGS
Vitamin D leads growth within single vitamins
Established players maintain stronghold while local brands gain ground
E-commerce drives distribution shift
Health and wellness to sustain demand
Private label challenges mid-tier brands
Multivitamins faces competition from personalised choices
Consumer Health in Sweden - 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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