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Austria dietary supplements market: Bayer the dominant industry player
Vitamins and Dietary Supplements in Austria - a new market research report on 2014-04-18 15:39:02
Bayer Austria led the Austria dietary supplements market in 2012, holding a 15% share of value sales, generated by its brands Supradin, Cal-C-Vita, Biovital, Ilja Rogoff and Elevit, as well as Berocca. The company managed to lead vitamins and dietary supplements by offering a wide range of brands across several categories. However, the company registered a slight decrease in value share in 2012, mainly on account of the second placed company, Richard Bittner.

Overall vitamins and dietary supplements was strongly influenced by the health and wellness trend in 2012. With growing health concerns and an increasing number of people being forced to lead rather unhealthy lifestyles due to increased working hours, awareness about the importance of health increased. A growing number of employees have to work long hours and are hence constantly faced with a lack of free time. The lack of time often results in less or no time to cook proper meals and take time to eat, as well as in a lack of physical exercise and sporting activities. As a result, the number of people who realise that they are leading rather unhealthy lifestyles is constantly increasing, and more and more of these people are looking for ways to compensate for this.

Over the forecast period vitamins and dietary supplements is expected to continue to benefit from a strong consumer shift towards healthy lifestyles. With rising health awareness and more open-minded attitudes towards beauty and personal appearance, sales of vitamins and dietary supplements are expected to increase in the future. Moreover, the growing influence of the ageing population with higher disposable incomes is also expected to benefit the performance of vitamins and dietary supplements.

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