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SOUTH AFRICAN
VITAMINS AND SUPPLEMENTS
INDUSTRY LANDSCAPE REPORT
COMPILED: JANUARY 2018
Insight Survey is a South African B2B market research
company with more than 10 years experience, focusing
on business-to-business (B2B) and industry market
research to ensure smarter, more-profitable business
decisions are made with reduced investment risk.
We offer B2B and Industry market research
solutions to help you to successfully improve or
expand your business, enter new markets, launch new
products or better understand your internal or external
environment.
At Insight Survey, we believe in the advantage marketing research gives business
leaders to fully understand their industry, facilitate business development strategy,
highlight company performance, and nurture industry growth.
COMPANY OVERVIEW
Our bespoke Competitive Business Intelligence
Research can help give you the edge in a global
marketplace, empowering your business to
overcome industry challenges quickly and
effectively, and enabling you to realise your
potential and achieve your vision.
From strategic overviews of your business’s
competitive environment through to specific
competitor profiles, our customized Competitive
Intelligence Research is designed to meet your
unique needs.
OUR RESEARCH SOLUTIONS
Competitor
Pricing
Research
Store Visits
and Store
Checks
Competitor
Interviews
Customer
Interviews
Company
Website
Analysis
Governmental
Held Records
COMPETITIVE INTELLIGENCE
HEALTHCARE INDUSTRY REPORT CLIENTS
Our Healthcare Industry Landscape reports have been purchased by global and South African companies:
4
REPORT OVERVIEW
5
The South African Vitamins and Supplements Report (97 pages) provides a dynamic synthesis of industry research, examining the
local and global Vitamins and Supplements industry from a uniquely holistic perspective, with detailed insights into the entire value chain –
from manufacturing to retailing, market size trends, industry trends, industry drivers & challenges, competitor and pricing analysis.
For the Global Vitamins and Supplements Industry Section:
What are the current market dynamics of the Vitamins and Supplements industry?
What are the Vitamins and Supplements industry trends, drivers, and challenges?
For the South African Vitamins and Supplements Industry Section:
What are the current market dynamics (market environment, size, value, volumes) of the SA Vitamins and Supplements industry?
Who are the key manufacturing players in the SA Vitamins and Supplements industry?
What are the South African industry trends, drivers and challenges?
For the South African Retail and Pricing Analysis Section:
Who are the key retail players (retail pharmacies, in-store retail pharmacies, hospital-based pharmacies, general pharmacies and
specialists) in the SA Vitamins and Supplements industry?
What are the prices of the most frequently purchased Vitamins and Supplements across SA retail outlets?
SOME KEY QUESTIONS THE REPORT WILL HELP YOU TO ANSWER:
SCREENSHOTS FROM REPORT
6
97 page report filled with detailed charts, graphs, tables and insights
44.0
54.0
0
10
20
30
40
50
60
2017 2022*
ASIA-PACIFIC VITAMINS AND DIETARY SUPPLEMENTS MARKET SIZE: 2017 & 2022* (IN US$ BILLION)
7
As the largest regional market for Vitamins and Dietary
Supplements globally, Asia-Pacific generated US$44
billion in Vitamin and Dietary Supplement retail sales in
2017, which is set to increase to US$54 billion by 2022 as
illustrated by the graph below.
Source: Euromonitor Image Source: Drgulyas; Wearesocial-net; Newsmax
Within the Asia-Pacific region, China, Japan and South Korea represent the three largest markets. Among these three markets, China is the leading regional market segment while Dietary Supplements is currently the leading product market segment.
While in China, Dietary Supplements remain the largest market
segment, tonics is on a steady decline and demand for Dietary
Supplements is rising in Japan. In South Korea, consumers are
increasingly self-medicating to address health issues rather than
relying on health drinks and tonics alone, which is boosting Dietary
Supplements sales.
Growth within this market is mainly concentrated through two
channels, namely direct selling and online retail. Direct selling
continues to be the leading distribution channel in Asia Pacific
regardless of a fast growing online retailing market.
The fastest growing Vitamins and Supplements category in the
Asia-Pacific market over the forecasted period 2017-2022 is
Probiotic Supplements, followed by glucosamine, combination
Dietary Supplements, pediatric Dietary Supplements and tonics.
* Forecast
SAMPLE FROM REPORT:KEY GLOBAL MARKETS (ASIA-PACIFIC)
8
Multivitamins, Combination Non-Herbal Supplements and Eye Health Supplements Continue to Dominate
Similar to global trends, Multivitamins continued to hold their place as a top Supplement among consumers in 2017 within the Vitamin market segment. In 2017 alone, this market sector accounted for almost 80% of the total value sales.
Furthermore, Combination No-Herbal Supplements and Eye Health Supplements have shown significant growth over the past 5 years registering a CAGR of 10.5% and 10.4% over the period 2012-2017.
Rise of Vitamin-infused Nutrition
New hyper-functional, healthy, virtually medicinal food and beverages like Vitamin infused waters and other fortified foods have increased in popularity among South African consumers as more and more consumers are turning to ancient remedies for their modern health issues.
These products have gained popularity for the ability to boost energy, relieve stress, anti-aging effects, increase focus or a good night’s rest as well as to reduce dietary deficiencies among others.
According to co-founder of Dirty Lemon, Zack Normandin, it is overwhelmingly accepted that herbal and natural extracts with proven efficacy can have a significant impact on attitude, appearance, and overall well-being in the medicinal community.
Source: Mordorintelligence; Brandsouthafrica; Al-burraq.com; Euromonitor; Futurelife Image Source: Cityoflondon
Social Media as Information Source and Marketing Tool
South African consumers are increasingly researching their symptoms online and choosing to self-medicate.
Social Media Platforms and other Health Blogs and pages have become increasingly popular sources of information for consumers as well as powerful marketing tools for manufacturers.
Marketing via social media and other online platforms is becoming
increasingly popular and mainstream for many manufacturers to
enhance the visibility of products and offer customers’ the
convenience of online purchasing which is boosting growth of the
Vitamins and Supplements market.
Facebook, Twitter, LinkedIn, Google+, WhatsApp, and YouTube
are the most powerful social media platforms currently.
SAMPLE FROM REPORT:SA INDUSTRY TRENDS
9
Founded in 2008, Ascendis Health is a multinational,
South African-based health and care company with an
extensive portfolio of market leading brands.
Ascendis’ consumer brands segment includes nutraceuticals,
complementary medicines, sports nutrition and skin care products,
which contributes 30% to the group revenue as illustrated in their
2017 annual report.
Based on the Ascendis Integrated Annual Report June 2017,
Ascendis’ consumer brands revenue increased by 113%, from
R918 million in 2016 to R1,954 million in 2017.
Consumer Brands Earnings before Interest, Tax, Depreciation and
Amortization (EBITDA) increased by 42% to R290 million in 2017.
Ascendis Health currently has more than 10 products sitting in the
number 1 position in the South African market, and a further 15
dominating the rankings in second position.
The integration of several key businesses in 2016 and 2017
financial year has given the Vitamins and Supplements product
portfolio a significant boost.
ASCENDIS HEALTH VITAMIN BRANDS:
• Bettaway
• BioBalance
• Chela-Fer
• Chela-Mag
• Chela-Preg
• FoodState
ASCENDIS HEALTH VITAMIN BRANDS:
• HomeoForce
• JungleVites
• MenaCal 7
• OsteoFlex
• Solal
• Vitaforce
• Bolus
• Evox
• Muscle Junkie
• Nutrimax
ASCENDIS HEALTH SUPPLEMENT BRANDS:
• Scitec Nutrition
• Sporton
• SSN
• Supashape
Source: Integrated Annual Report 2017 ; Ascendis Health Image Source: Ascendis Health; Vecteezy
SAMPLE FROM REPORT:SA MANUFACTURER OVERVIEW: ASCENDIS HEALTH
10
Source: Insight Survey Image Source: Clicks; Pixabay
A product price analysis conducted by Insight Survey
during January 2018 between Durbell, Dis-Chem, Clicks,
MediRite and Pick n Pay pharmacies shows that, across
a selected basket of products, Durbell offers the
cheapest option for Vitamin and Supplement products.
A contributing factor for Durbell being the cheapest retail pharmacy
at the time of the analysis was due to three of their Vitamins and
Supplements products being at a low cost.
Dis-Chem offers the second cheapest basket of selected Vitamins
and Supplements products. In terms of the biggest price difference
amongst the product price analysis, Nativa’s Lifegain Advanced
Nutritional Support Powder was the cheapest at Durbell (R329.95),
compared to Pick n Pay Pharmacy (R402.99).
Pick n Pay Pharmacy was the most expensive retail pharmacy
store for these selected products – having a total difference of
R88.28, at the time of the analysis, compared to Durbell’s total.
Product Durbell Dis-Chem Clicks MediRitePick n
Pay
Airmune
Effervescent
Tablets 10’s
R59.95 R59.95 R59.95 R69.99 R69.99
Berocca
Performance
Tropical
Effervescent 10’s
R69.95 R77.95 R79.95 R61.99 R79.99
Bioplus Tonic
200mlR59.95 R59.95 R52.00 R44.99 R63.99
Caltrate Plus 30
Chewable TabsR104.95 R109.95 R118.00 R119.99 R115.99
Centrum
Multivitamin
Tablets 30’s
R119.95 R118.95 R119.00 R129.99 R134.99
Lifegain
Advanced
Nutritional
Support Powder
1kg
R329.95 R379.95 R382.00 R399.99 R402.99
Vital Gold
Complete A-Z
Capsules 30’s
R94.95 R77.50 R104.00 R99.99 R104.99
Total R839.65 R884.20 R914.90 R926.93 R972.93
SAMPLE FROM REPORT:SA RETAIL OVERVIEW
11
BRAND AND SIZE
32Gi Accelerate 900g R299.00 N/A R264.90 N/A N/A
A.Vogel Molkosan 200mlR85.50
(Special Offer)R106.95 R119.95 R115.99 N/A
Airmune 10 tab R59.95 R59.95 R59.95 R69.99 R69.99
Berocca Boost20 tab
R136.00
(Special Offer)R148.95 R149.95 R149.99 R183.97
Bestum
30 tab R116.00 R109.95 R104.95 R129.99 N/A
60 tab N/A R179.95 R169.95 N/A N/A
Betavit AFR 30 caps R71.95 N/A R79.95 R79.99 N/A
Bettaway Vitamin C 1000
30 tab R74.95 R74.95 R66.95 R74.99 N/A
60 tab R125.00 R124.95 R109.95 N/A N/A
Biogen Platinum Vitamin A 60 caps N/A R84.95 N/A N/A N/A
This pricing analysis was conducted at retail stores and supermarkets during w/c 15 January 2018
SAMPLE FROM REPORT:PRICING ANALYSIS: VITAMINS AND SUPPLEMENTS
TABLE OF CONTENTS
12
1. Executive Summary (3 pages):
1.1 Global Industry Snapshot
1.2 South African Industry Snapshot
1.3 Industry Drivers and Restraints
2. Global Vitamins and Supplements Industry (17 pages):
2.1 Global Industry Overview: GLOBAL VITAMINS AND DIETARY SUPPLEMENTS MARKET SIZE: 2016 & 2022* (IN US$ BILLION) (Graph)
2.2 Global Industry Overview: Dietary Supplements
2.3 Global Market Environment
2.4 Global Key Markets: Regional Overview
2.5 Global Key Markets: Asia-Pacific: ASIA-PACIFIC VITAMINS AND DIETARY SUPPLEMENTS MARKT SIZE: 2017 & 2022* (IN US$ BILLION) (Graph)
2.6 Global Key Markets: North-America: NORTH-AMERICA VITAMINS AND DIETARY SUPPLEMENTS MARKET SIZE: 2016 & 2025* (IN US$ BILLION); TOP REASONS IN USA FOR
DIETARY SUPPLEMENT USE AMONG ADULTS IN 2016 (IN % OF RESPONDENTS) (Graphs)
2.7 Global Key Markets: Europe: RETAIL VITAMINS AND DIETARY SUPPLEMENT SALES IN EUROPE: 2017 & 2020 (IN US$ BILLION) (Graph)
2.8 Global Industry Trends: Vitamins and Dietary Supplements
2.9 Global Industry Drivers: Vitamins and Dietary Supplements
2.10 Global Industry Challenges: Vitamins and Dietary Supplements
2.11 Global Industry Trends: Sports Supplements
2.12 Global Industry Drivers: Sports Supplements
2.13 Global Industry Challenges: Sports Supplements
TABLE OF CONTENTS
13
3. South African Vitamins and Supplements Industry (44 pages):
3.1 South African Vitamins and Supplements Industry Overview (20 pages)
3.1.1 South African Industry Overview
3.1.2 South African Market Environment
3.1.3 South African Market Size: VALUE OF SA VITAMIN MARKET: MULTIVITAMINS VS. SINGLE VITAMINS (2012-2017)(IN ZAR MILLION); VITAMINS SALES VALUE CAGR AND
Y-O-Y GROWTH (Graph and Tables)
3.1.4 South African Market Size: VALUE OF SA VITAMINS MARKET TYPES: SINGLE VITAMINS (2012-2017) (IN ZAR MILLION); SINGLE VITAMINS SALES VALUE CAGR AND Y-O-Y
GROWTH (2012-2017) (Graph and Tables)
3.1.5 South African Market Size: VOLUME OF SA VITAMINS MARKET TYPES: TOTAL VITAMINS, MULTIVITAMINS, SINGLE VITAMINS (Table)
3.1.6 South African Market Size: VALUE OF SA DIETARY SUPPLEMENT MARKET: HERBAL/TRADITIONAL VS. NON HERBAL/TRADITIONAL (2012-2017) (IN ZAR MILLION);
DIETARY SUPPLEMENTS SALES VALUE CAGR AND Y-O-Y GROWTH (2012-2017)(Graph and Tables)
3.1.7 South African Market Size: VALUE OF SA DIETARY SUPPLEMENT MARKET TYPES: HERBAL/TRADITIONAL DIETARY SUPPLEMENTS (2012-2017) (IN ZAR MILLION);
HERBAL/ TRADITIONAL DIETARY SUPPLEMENTS SALES VALUE CAGR AND Y-O-Y GROWTH (Graph and Tables)
3.1.8 South African Market Size: VALUE OF SA DIETARY SUPPLEMENT MARKET TYPES: NON-HERBAL/TRADITIONAL DIETARY SUPPLEMENTS (2012-2017) (IN ZAR MILLION);
NON-HERBAL/ TRADITIONAL DIETARY SUPPLEMENTS SALES VALUE CAGR AND Y-O-Y GROWTH; NON-HERBAL/ TRADITIONAL DIETARY SUPPLEMENTS VOLUMES (Graph
and Tables)
3.1.9 South African Industry Trends
3.1.10 South African Industry Drivers
3.1.11 South African Industry Challenges
TABLE OF CONTENTS
14
3.2 South African Vitamins and Supplements Manufacturer Overview (24 pages)
3.2.1 Adcock Ingram: Overview: ADCOCK INGRAM REVENUE FOR THE YEAR ENDED 30 JUNE 2017 (IN ZAR BILLION) (Graph)
3.2.2 Adcock Ingram: Brands
3.2.3 Ascendis Health: Overview: ASCENDIS HEALTH REVENUE FOR THE YEAR ENDED 30 JUNE 2017 (IN ZAR BILLION) (Graph)
3.2.4 Ascendis Health: Brands
3.2.5 Bayer: Overview: BAYER’S EUROPE/MIDDLE EAST/AFRICA REGIONAL SALES FOR Q3 2017 (IN EURO BILLION) (Graph)
3.2.6 Bayer: Brands
3.2.7 Cipla: Overview: CIPLA REVENUE CONTRIBUTION BY REGION FOR THE YEAR ENDED 2016-17 (PERCENTAGE) (Graph)
3.2.8 Cipla: Brands
3.2.9 Inova Pharmaceuticals: Overview
3.2.10 Inova Pharmaceuticals: Brands
3.2.11 Nativa: Overview:
3.2.12 Nativa: Brands
3.2.13 Pfizer: Overview: PFIZER REVENUE BY DIVISION FOR THE THIRD QUARTER OF 2017 (IN US BILLION) (Graph)
3.2.14 Pfizer: Brands
3.2.15 SA Natural Products: Overview
3.2.16 SA Natural Products: Brands
3.2.17 Vital Health Foods: Overview
3.2.18 Vital Health Foods: Brands
3.2.19 SA Independent Supplement Companies: GNC; Herbex; USN; NutriTech; Biogen; 32Gi
TABLE OF CONTENTS
15
4. South African Vitamins and Supplements Retail Analysis (18 pages):
4.1 SA Vitamins and Supplements Retail Overview (2 pages)
4.1.1 SA Retail Overview: NUMBER OF STORES PER PHARMACY/SUPPLEMENT SPECIALISTS: 2018; VITS & SUPPS PRODUCT PRICE ANALYSIS JANUARY 2018 (Graph & Table)
4.2 South African Retail Pharmacies (9 pages)
4.2.1 Clicks: Overview: PERCENTAGE CONTRIBUTION TO TOTAL SALES OF CLICKS PER HEALTH AND BEAUTY SALES CATEGORY (YEAR ENDED 31 AUGUST 2017)(Graph)
4.2.2 Clicks: Vitamins and Supplements
4.2.3 Dischem: Overview: DIS-CHEM CATEGORY PERCENTAGE MARKET SHARE (HALF YEAR 2018) (Graph)
4.2.4 Dischem: Vitamins and Supplements
4.2.5 Durbell: Overview
4.2.6 In-Store Retail Pharmacies: MediRite, Pick n Pay Pharmacy, Spar Pharmacy
4.2.7 Hospital-based Pharmacies: Mediclinic Pharmacy, Netcare Pharmacy
4.2.8 Independent Pharmacies: Link, Alpha Pharm
4.2.9 Independent Vitamin and Supplement Specialists: Chrome, Xtreme Nutrition, Supplement World, Wellness Warehouse, Gateway Health
TABLE OF CONTENTS
16
4. South African Vitamins and Supplements Retail Analysis Continued (18 pages):
4.3 Vitamins and Supplements Pricing Analysis (7 pages) (conducted w/c 15 January 2018)
4.3.1 Vitamins and Supplements Brands: 32Gi, A.Vogel Molkosan, Airmune, Berocca Boost, Bestum, Betavit AFR, Bettaway Vitamin C 1000, Biogen Platinum
Vitamin A, Ciplaton, Bioplus Effervescent Tablets, Bioplus Tonic, Biostrath, Cal-C-Vita Plus, Caltrate 600 + D, Caltrate Plus, Centrum Multivitamin, Centrum My
Nutrients Omega 3, Ensure NG, Evox Lean Pro Diet Protein, GLUCO-GAP, Go! Focus, HomeoForce Tissue Salt, JungleVites Chewy C, Osteoeze Gold,
OsteoFlex Ultra, Pregvit MR, ProbiFlora Everyday Balance, Replace Diabetic, Spirulina By Marcos Rohrer, Supradyn Recharge, Solal Iron Plus, SSN
Thermobuild, Supashape, Turbovite G-Whiz Syrup, Turbovite Whizz-Fizz, USN Diet Fuel Ultralean, Vitaforce Ultra Vitamin C, Vital Kids Multivitamin, Vital
Multivitamin.
4.3.2 Vitamins Promotions (Clicks and Dis-Chem)
Comparative Pricing at Retail Outlets: Clicks, Dischem, Durbell, MediRite, Pick n Pay Pharmacy.
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CONTACT DETAILS
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