Vitamins are no longer a luxury

This article is available for reading in Trade magazin 2025/8-9.

There is growing interest in maintaining physical and mental balance, staying mentally alert, and in products containing targeted ingredients such as vitamins, adaptogens and omega-3 fatty acids. The digitalisation of the market has entered a new phase: e-commerce has become the main sales channel for many brands.

More and more people are choosing dietary supplements not only on the basis of medical advice, but also consciously seeking them out

Feeling at home in the online space

GymBeam has achieved outstanding growth on the functional products market in recent years. As a European manufacturer, GymBeam is constantly adapting to changes in the regulatory environment, with a particular focus on health claims and the approval of new ingredients. The brand relies heavily on its online sales channels, which enable a personalised shopping experience and direct communication with its digitally active target group of 25-40 year-olds.

Dóra Németh
head of local marketing
GymBeam

“Consumers are really open to innovation, especially when it is accompanied by transparent communication and recommendations from influencers. At the same time, classic products such as whey protein and vitamins C and D continue to provide a solid foundation”,

emphasises head of local marketing Dóra Németh.

Trend-sensitive developments

According to Haleon Hungary Kft., the multivitamin category is developing dynamically, although in the last 12 months it has shown a more modest performance in terms of both volume and value if compared to the same period last year. More than 60% of purchases are still made in pharmacy chains, but mass market sales – primarily in drugstores – are showing double-digit growth.

Dominik Szabó
brand manager
Haleon Hungary

“Consumer behaviour has changed radically. Today nutritional supplements are no longer taken solely on the basis of medical recommendations, as many people are consciously looking for personalised alternatives that fit current health trends”,

explains brand manager Dominik Szabó.

Their latest innovation is Centrum gummy vitamins for adults

Middle-aged shoppers, families, and older generations are increasingly turning to health-promoting formulas

A tasty solution

Zsuzsa Juhász-Tabár
brand manager
Target Sales Group

In 2023 Target Sales Group Kft. launched the Möller’s brand on the domestic market and the product has been a steadily growing player in the omega-3 product segment ever since. The range currently includes three types of oil and two flavours of gummy vitamins.

“What makes Möller’s special is that it has no unpleasant aftertaste despite its high EPA and DHA content. The lemon-flavoured version is increasingly popular among both children and adults”,

says brand manager Zsuzsa Juhász-Tabár.

The brand specialises exclusively in omega-3-based products and the main target group is families with young children, pregnant women and nursing mothers.

Strength in renewal

Ármin Fetter
head of marketing
Nutriversum

According to Ármin Fetter, head of marketing at Nutriversum, the dietary supplement market has been gradually approaching saturation in recent years, while rising raw material prices and fierce competition pose serious challenges for industry players.

“Consumers value a balance between affordable prices and reliable quality, which we seek to deliver while maintaining premium standards”,

underlines Ármin Fetter.

Currently Nutriversum offers 300 different products, many of which are available in alternative, environmentally friendly packaging. They were among the first to join the global collagen trend in Hungary.

The world of dietary supplements is characterised by constant renewal and consumers are open to new solutions.

Affordable quality

Viktória Tantics
head of marketing
Penta Pharma

Viktória Tantics, head of marketing Penta Pharma Zrt. says that Novo C liposomal vitamins are positioned to fit into the family budget, but the company isn’t willing to compromise on high quality.

“Interest in liposomal preparations is growing both domestically and abroad, as evidenced by the fact that Novo C products are now available in several countries”,

informs Viktória Tantics.

The Novo C portfolio includes liposomal vitamin C and multivitamin soft gelatine capsules, plus the liquid versions of these products for children. The latter are particularly popular, because they are easy to dose and can be given to children from the age of one.

Consumer expectations are becoming increasingly complex

Ferenc Zabán
sortiment manager
dm

Prevention on the shelves

Ferenc Zabán, assortment manager of dm Kft. adds that there is strong focus on prevention among consumers: many are consciously looking for solutions that support health preservation before they develop any illnesses.

“Consumer expectations are becoming increasingly complex. The level of biological utilisation has become key. Collagen continues to attract keen interest: demand has been steady for three years now and powder, capsule and liquid forms are all popular”,

reports Ferenc Zabán.

Dietary supplements are among the most dynamically developing categories in dm’s product range, showing double-digit growth year on year. From the company’s own brands Mivolis plays an important role on the market.